I did actually split test. I had traffic going to both types of our landing pages. I didn't like the AMP results but there wasn't enough traffic yet to draw the conclusion, so I just put all the traffic there and measure across time periods a bit.

As for seasonality, that's a fine argument. But overall traffic was consistent across these weeks measured. Also, our conversion rate was awesome through US holidays like July 4. Also, as soon as I got rid of AMP, immediately our conversion rate is back. It's pretty stark how bad AMP was for us.