About two years ago Amazon started first releasing A/B testing. It was a tool inside of seller central which allowed you to do split tests. Before that there were some other companies providing tools to do so. These companies provide a split testing tool which helps Amazon sellers to test their creativity. A/B test helps to split test a plus content, product images and product title.
What is A/B testing on Amazon
A/B testing in marketing is a form of conversion rate optimization where you take two different versions of things like your website, your emails, or even your videos, and see which one performs better.
The goal of an A/B test is often to see if you can increase the number of conversions you get, whether that be contact form submissions, link clicks, purchases, or video views. After a set period of time, you declare a test winner and serve that version of your website, email, video, etc. to your audience permanently or until you decide to run another test.
The data you gather from an A/B test is pretty valuable because it can help determine what you do in future campaigns. If something worked very well or didn’t work at all, you have a better idea of what your audience likes and can replicate whatever you did on a larger scale.
On Amazon, A/B testing allows you to optimize your Amazon listings through images, pricing, title, description, product feature and product content. Those are the factors that could affect your Amazon conversion rate.
Why use A/B testing
A/B testing on Amazon is a powerful tool that can assist sellers in understanding exactly what elements make customers take action. (Image, Title, Description, Product Features, or Price.) Especially for those sellers who want to target new customers or launch new products. This Amazon tool helps sellers to increase conversion rate and thus lift in sales.
What elements of your Amazon listings you can do A/B test?
You can improve your product pages by changing and split testing the images, words, and prices.
Product images are one of the most significant elements that can break or make your selling tactic on Amazon.
Shopper cannot feel or see the item in person; it’s the pictures that they rely on to make a purchase decision. Poor images result in less clicks and fewer conversions.
Once, you have run Split Tests on your images and determined the best version, start running tests on other aspects of listing such as the price, description, title, and bullet points to fully optimize your Amazon listing.
The product price of your Amazon product is one of the most important factors that persuade customers’ purchase decisions. If your product price is too high, shoppers may prefer for the cheaper option. If price is too low, shoppers will anticipate your product is of low quality, and you may lose out on possible sales.
Learning how to price your Amazon product is not difficult as it looks. Try out with multiple price points using the same format. Run one price for two weeks and a second price for other two weeks. Now examine which price point produces the higher sales or conversion rate and set that price for your Amazon listing.
The product description is that part of your listing that will not be visible unless shoppers scroll down but will still affect your sales.
If you are registered in Amazon Brand Registry, you can craft A+ Content that changes the old text description. A+ Content is customizable and has the power to acquire customers to purchase; it is extremely beneficial for your listings. Still, A+ Content may not give you the desired result every time. So, with a simple A/B test, you can figure out which version applies best for your listing.
The title is what customers view right after the main product image on your Amazon product page. Therefore, you need to be creative with your titles and show shoppers exactly what your product is and its important features.
If you don’t include all necessary information, a customer may not even click on your product even your product is of the most premium quality.
Experiment with multiple types of your product title to see if it makes a difference in overall sales and click-through rate. Don’t forget to always follow Amazon’s listing guidelines.
Product Bullet points
Your product bullet points give you the advantage to talk about your product’s benefits and features in the most effective manner. Your bullet point copy should be a good mix of creativity and information. You must craft it in a way that your clients know exactly what they’re purchasing, but also creative in a way to show them why they should buy your product, and not your competitor’s.
Try out different lengths of each bullet point, as well as the order of the product, features you want shoppers to know first. If your bullet points are too wordy, a customer may not want to read all of that. So, create a short set of bullet points to see if it makes a positive impact on your sales.
How long should you run an A/B test?
There’s not really one set amount of time for an A/B test. And this length of time can vary depending on what you’re testing and which platforms you’re using. For the most authentic data, you should run A/B for at least two weeks. Don’t forget that you need a healthy amount of traffic in order to collect enough data. Anything below two weeks won’t accurately account for daily variations in sales and other factors.
Amazon A/B testing tool
Amazon A/B testing tool helps e-commerce sellers understand what factors in their product listing drives customers to act.
Splitly, Cahcow pro, Listing Dojo and PickFu are A/B testing tools for Amazon. These four tools assist you to carry out an Amazon A/B test. The first three collect data from live tests on the Amazon Marketplace. The data comes from customers who browse your products; although they don’t know their shopping activity is being monitored for a test.
The fourth helps you choose which type (such as images description and title) shoppers will like best before you go live with your product and outside the Amazon Marketplace, giving you more control.
Too many changes can make it hard to understand what people liked or didn’t like. You don’t just have to test broken things. You can perform a live A/B test by manually rotating your Amazon listings or using the tools.
Furthermore, you can always stop the test and go back to normal if the results aren’t panning out. You can learn from success and failure. Use your renewed knowledge of the scientific method to see better results with your digital marketing strategy.