The Amazon marketplace is a jungle, and the only way to survive is to constantly improve your strategies so you can have a leg up on your competitors. The competition is stiff, and if your competitors have better images, A+ content, and descriptions, customers may choose them over you. So, it’s essential that you try out different listing strategies to see what works best. This is where Amazon A/B testing & split testing come in.
Your listings are your ticket to sales, and if you want to sell successfully on Amazon, you cannot make listing optimization a one-off process. You must constantly review your listing strategies and try different ways to make them better. An easy way to do this is to run split tests on various aspects of your listings to see which strategies work best.
What if you don’t know what Amazon A/B testing is? You have to learn it because you really cannot afford to sell on Amazon without knowing how to run a split test. If you read to the end of this post, we’ll tell you all you need to know about Amazon A/B testing & split testing. You’ll also learn how to run a split test, as well as the best Amazon A/B testing tools for your business.
What are Amazon A/B Testing and Split Testing?
If you decide to sell online, then you should not joke with testing. You can not just come up with strategies. If you want to get results, you’ll have to make sure they work. And there’s only one way to know if they work — A/B testing or split testing.
Split testing on Amazon is a great way to optimize your listings by experimenting with different versions and tracking metrics like sessions, conversions, and even profit.
Copying someone else’s listing or strategies may sound like a good idea. But, on Amazon, what is good for them may not work for you, so you need to find your own way. Also, guesswork won’t get you far, so why gamble with your sales and conversions when you can just test and use what works.
Typically, split testing involves creating two or more versions of a website. In other words, if you decide to split test a page design, you create two versions, Then, run them at the same time to see which one generates better results. Since both pages will go live at the same time, some buyers will see the first while others will see the second.
Amazon A/B testing is a little different because sellers can not test two listings simultaneously. But Amazon recently updated its split testing feature to allow brand-registered sellers to run Amazon experiments at once using the “Manage your Experiments” tool.
Why Should You Take Amazon A/B Testing Seriously?
There’s so much involved in making sales on Amazon, and if you want to hit your sales goals consistently, you have to know what works. Also, if you’re already hitting your sales goal, then you’d want to exceed it, right? Definitely! Discovering what makes customers click on your listing and go through with a purchase is the first step. Running split tests on Amazon is an easy way to track conversions from different elements in your product listings.
Do the most conversions come from your main image? Are your titles the main attention-grabber? Are your descriptions doing what they should be doing? Only an Amazon AB Test can provide the answer to these questions.
For instance, if you suspect that most of your conversions come from your main image, then you’d probably want to test variations of it. Here is how split testing your main image works:
Split testing Your Main Image
To run a split test on your Amazon main image, you’ll have to create at least two variations to see which one delivers the higher conversion rate. Having a higher conversion rate means that you’re able to make more sales from a few visitors.
First, use one of the images for at least two weeks and use the second image for another two weeks. Then, review the statistics at the end of the four weeks to see which image made a major difference in conversions and sales. Of course, the image with the best conversion rate would be the best image for your listings. Let’s take a split-test example to see how this works.
Take, for instance, you sell a product for $20 and you get a 10% conversion rate using your current main image. To run an Amazon A/B test, you retain your current main image for the first two weeks of the test, while tracking critical metrics like sessions and conversion rate.
If at the end of the first two weeks your reports show that your product was viewed 1500 times and maintained a conversion rate of 10%, you’ll have:
10% of 1500 = 150 sales
150 sales x $20 = $3,000 in revenue
For the next phase of the test, you’ll switch the images and run your listings for another two weeks. If by the end of the next two weeks, your reports show that your product was viewed 1,500 times with a conversion rate of 15%, here is what you’ll have:
15% of 1500 = 225 sales
225 sales x $20 = $4,500 in revenue
The slight change in your conversion rate increased your revenue by $1,500. That’s how powerful Amazon A/B testing & split testing are.
Now you’ve seen the magic that the right image can do and how split testing can help you find the right image. Wondering if Amazon A/B testing can only work for images? Of course not, you can also split test other listing elements.
What Other Elements can You Split Test on Amazon?
Your product images are an essential part of your listings but they’re not the only listing elements that influence your conversions. Since customers cannot see the products in person, they often interact more with images. As a result, many sellers focus on their product images when they decide to split test their listings but images are not the only elements that can be tested.
After testing your images and getting the best one for your product listings, you should test your other listing elements. You can test your title, descriptions, bullet points, and even price.
Your product title is displayed after the main image in your listing so it’s the first thing your customers get to read about your product. To optimize your title, you’ll have to provide detailed information about your product. Tell your customer exactly what your product is, and also include important details, such as size and functionality.
The description is the part of your listing where you get to sell your product and convince visitors to buy it. Amazon gives you up to 2,000 characters for your descriptions, so maximize it. Including all of the same features and benefits in your bullet points, but in greater detail, is an excellent approach. You’ll also have more room to include additional information and keywords that didn’t fit into your bullet points.
Since you’re running a split test, you’ll have to create different variations of your descriptions. Experiment with your descriptions. You can use the same features and benefits of your product but in another way. Also, test different lengths of descriptions and see which version converts more.
Pricing is a major determinant of how much sales you make on Amazon. If your product is too expensive, customers may be unable to afford it and if it’s too cheap, they may assume that it’s of low quality.
It can be difficult to figure out how to price your Amazon product, but it’s not something to take lightly. Using the same format as in the image testing, try out different price points. Run one price for two weeks, then another for two more weeks. You should keep whichever pricing point generates the highest conversion rate or sales.
Your bullet points allow you to go into detail about the features and benefits of your product. Make the copy informative so buyers know exactly what they’re getting, yet engaging enough to show them why they should buy your product instead of your competitor’s.
Experiment with different bullet lengths and the order of the product attributes you wish to accentuate. Customers may skip the details if your bullet points are too extensive, so keep them short and clear. Try experimenting to see if a shorter version of each bullet improves your conversion rate.
How to Run Amazon A/B Tests
If you want to sell successfully on Amazon, you cannot afford to miss out on the enormous benefits that split tests can do for your conversions. But to fully optimize your listings, you must learn how to run split tests on Amazon.
There are four different methods to run an A/B test on Amazon: Manual A/B testing, using the Manage your Experiments feature, creating a poll, and using A/B testing tools.
Manual A/B Testing
Manual split testing is a rewarding process but it may cost you money.
Use the same procedure as in the examples above to manually split test different sections of your listing. Run numerous versions of a section of your listing and track various metrics to discover which one works better.
Only test one component at a time so that you can correctly measure each modification to your listing. For instance, you can test your product images in one month, test your titles in the second, and so on.
You won’t know which component is causing the change if you test numerous components of your listing at once. Also, ensure you monitor your metrics if you decide to run a manual split test.
How to Check Your Listing Metrics
To view your data while running an Amazon A/B test, you’ll have to go through your Amazon business reports in your seller central dashboard.
- Go to your seller central dashboard
- Click on ‘Reports’, then click on ‘Business reports’.
- Click “Detail Page Sales and Traffic By Child Item” on the left-hand side.
All the products you sell will be listed in this report, along with useful data like Sessions, Buy Box Percentage, Units Ordered, Product Sales, and Unit Session Percentage (conversion rate). You can also filter the results based on the time period you want to see.
This report is an excellent tool if you want to keep an eye on your products to see how they’re performing on a regular basis.
Remember, when doing an A/B test, you should give each version at least two weeks to run. This will ensure that you have enough information to make an informed decision. If your listing isn’t converting well, you may consider testing it for more than two weeks to gather more data.
Take note of the start and end dates of each version you’re testing so you know when to check your business reports. Before and after each test, check your sessions, conversion rates, and units ordered, and take note of the numbers to keep track of performance.
Analyze the data at the end of your A/B test to find which version worked better!
Related: Beginners Guide to Selling on Amazon
Use the ‘Manage your Experiments’ Feature
As we already mentioned, Amazon recently launched the ‘Manage your Experiments’ feature to allow brand-registered sellers to test two listing versions simultaneously. Brand-registered who want to save time and get results quickly should use this tool.
Unlike manual split testing, both versions will be active at the same time, and Amazon will divide customers who visit your offering into two groups at random. Version A will be shown to one group and Version B to the other during the trial.
To use the ‘Manage your Experiments’ feature:
- Go to the ‘Brands’ tab in your seller central dashboard, then click on ‘Manage your Experiments’.
Using this tool, you can compare different variations of your A+ Content, title, and main image.
- Click “Create a New Experiment” and select A+ Content, Title, or Main Image.
- First, choose the experiment type, then choose your product and enter the product details you wish to test. Next, set the duration of the test. You can choose between 4 and 10 weeks, which allows Amazon to gather as much data as possible.
After you’ve finished, click “Schedule Experiment.” The wonderful thing about this tool is that you can see the split test results every week till the test is over.
Create a Poll
Another alternative is to run polls with your audience and let them tell you what they want to see.
You may conduct A/B testing on Amazon by running polls on social media platforms such as Instagram, Facebook, YouTube, and Tiktok where your audience is. Instagram allows you to test two image options for carousels. Request that people remark on the “A” or “B” choice.
Conducting social media polls increases your chances of getting honest responses from your audience. If they don’t like anything, you’ll be the first to know. Implement the results from the poll in your Amazon listing and observe whether your conversion rates improve over time.
Use an Amazon A/B Testing Tool
Amazon A/B testing tools are effective split testing tools that specify the listing element that drives conversions. There are numerous third-party A/B testing solutions available, each with its own set of features. You can choose from any of the options on the market, but it may be difficult to choose an affordable yet effective tool. So, what are the best Amazon A/B & split testing tools at the moment?
What are the Best Amazon A/B Testing Tools to Use?
Cashcowpro is one of the best split testing tools available on the market. The tool automatically runs tests on different variations of your current listing. It is an affordable, easy-to-use tool that frequently rotates variants of your listing to help you come up with a well-optimized one.
However, the software only allows you to test your main image and up to 100 characters from your product description. So, if you want a tool that allows you to go the whole length, Cashcowpro may not work for you.
This A/B testing tool offers a 10-day free trial after which you can cancel your subscription, pay $99.70 per month, or pay $997.00 for the year. Apart from split testing, the tool offers keyword tracking, inventory monitoring, and feedback automation features. This tool is best suited for sellers who also want access to other seller tools.
Splitly is an alternative split testing tool that allows you to create variants of your listings, then it automatically rotates the variants. Unlike Cashcowpro, this tool allows you to test different listing elements (Price, Descriptions, Product features, Image, and Back-end keywords).
The only downside is that you can only run one product variation at a time. It starts reporting findings to you after a few days, and when it discovers the best one based on data, it finishes the test and makes the winner your listing.
The software offers four different plans that cost between $47 and $497. It also doesn’t offer a trial plan, so you’ll have to pay if you want to explore its features.
PickFu is an excellent A/B testing tool for creating polls so you can make smarter decisions. Using this tool, you’ll be able to gather and track unbiased feedback from your audience to see if you’re selling your things correctly. It is simple to design effective product listings in order to attract enough people to purchase your stuff.
This software works outside of Amazon so your current listings will not be affected. PickFu allows you to send your poll to specialized audiences so you can obtain the most accurate and useful results. Amazon Prime members are a popular target audience. You can also target audiences based on their age, gender, fitness levels, and other factors.
Each respondent not only selects their preferred option but also provides a written explanation of why they selected it. PickFu is a useful tool for evaluating product titles, key photos, and descriptions. And you start getting your results the same day – sometimes, in about 15 minutes.
This tool offers a free plan and two paid plans that cost about $79 and $299. When you sign up for any of these plans, you can either choose to run a basic or advanced poll.
A simple tweak to your listing strategies could be all you need to shoot your conversions right through the roof. So, if you want to improve your conversions and maximize your potential in the marketplace, you must consistently review your strategies. Test as many listing elements as possible and check out the A/B testing tools we listed above to increase your chances of getting results from your split tests.