For an Amazon seller, split testing, also known as Amazon A/B Testing, is done to identify the successful variation of product content and pricing or the best-performing version. It is basically an experiment through which Amazon sellers test different variations of product names, featured photos, or product descriptions. If you want to make a profit, split testing is important, because it plays a huge role in optimizing a listing. You can observe what works and what doesn’t using customer feedback and sales performance.
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Why is Split Testing Important For Amazon Sellers?
A/B testing doesn’t only mean that you can test two variations. As an Amazon seller, you can try different ranges of variables to find your perfect listing. Try to test as many times as possible from different approaches and figure out the problems you are facing and also the impact. Here’s a quick tip for you hardcore sellers on Amazon. You can experiment with several techniques after a thorough competitive analysis. This is the best time to optimize a product listing and figure out what works best for your listing’s ranking for a period of either a week or 15 days.
If you are an Amazon seller who wants to make a massive profit at the end of the year and increase sales conversion, split testing is an obvious solution. It is one of the most creative ways to optimize your product listing for boosting sales performance. Fully optimized listings are an important factor that affects sales performance. There are many things that you have to consider while performing split testing, such as making sure your keywords are being indexed by Amazon, or using attractive thumbnail images to efficiently engage your customer base. If your products are easy to find on Amazon, your leads have a better conversion rate. That also means a higher sales rank. Split testing can only be successful if your pricing is ideal and this process allows you to optimize your pricing, which in turn helps to get a huge number of sales and allows you to make the most profit. To witness an increase in sales and to rank higher in searches, an increase in CTR and an increase in session (how long the visitor stays on a page) is vital.
How To Run Split Testing?
We’ve given you a basic idea about split testing. Now let’s do some work. We’ve mentioned that you have to do a lot of work, and there are various tests that need to be done. But what are those tests? Yes, you can automate the process, but what is the process? The answer is simple. You have to observe the activity of your customers by making changes to your listings. Make their journey easy and help them make an informed purchase decision. You need to guide them throughout their purchase journey. We’ve listed some tasks that need to be done for Split testing.
Product Title Optimization
Make sure your brand name comes first in the product title because there are many Amazon sellers who do this mistake while optimizing their listing. This is important because it can decide whether or not your product will show up in the search results. Every element in your product title requires split testing. You have to run two different listings at the same time to analyze the change.
Optimize Your Pricing
In terms of sales, this is one of the most important factors. To increase the number of sales, you have to first optimize the pricing of the product to increase your sales rank. Also, you have to run two listings, where one can be showcased with a sales price that can include a discount, while the other can be showcased with the normal price. It is understood that on Amazon, the more products you sell, the easier it is for your ASIN to achieve a higher sales ranking.
Optimizing Bullet Points
You have to put the keywords in bullet points strategically as you also have to make sure that you cover all the possible questions that the customers would have before making a purchase decision.
You also have to change various elements of the bullet points like the keywords, content, and product details to test different variations. For a fully-optimized product listing, you need to have the best combination of bullet points. Make sure you follow all these instructions to run successful split testing.
Optimizing Product Description
Consider the product description as a sales copy and you have to give the best pitch to convert the visitors into paying customers. Don’t forget to add a Call-to-Action at the end of your product description. Just like the bullet points, you can put the keywords working for you but make sure you guide the customer while they read the description.
Optimizing Product Images
Many customers don’t like to read a lot of text, so images are the only thing you have that can draw in more views. There are two images which are important. One is the featured image, which is the thumbnail, that the customer sees first, and the other one is the main image on the page. Your competitors are also doing the same thing that you are doing so make sure you stand out among your competitors. Obviously, the specifications will be the same but you can play with colors too.
You have to understand color psychology to engage with customers. You can test different sets of color combinations on various products to see which one is working better. For instance, blue is the colour of trust. Design your product images with blue tones or elements to improve customer engagement.
Is Split Testing Useful?
At this point, you might think, why should I invest in split testing just for a bunch of experiments? You will understand Amazon’s algorithms so much better when you test different variations of a listing manually and observe the impact it has on your sales conversions. To find out the perfect listing, you have to try different variations with various elements and this is a time-consuming process. The number of variables that impact sales on Amazon is huge so it is too difficult to figure out which elements may increase your sales. In simple words, if you change keywords, bullet points, pricing and images, your product sales might increase, but at some time, it will be difficult for you to determine or evaluate which elements have improved your sales performance. Amazon’s marketplace is complex in itself so the sales might have improved because of huge traffic or it may be because you combined two elements perfectly.
In conclusion
A/B testing is unique because it lets you test two different variations of a listing at the same time such that you can make an informed decision that is analytically correct. If you are changing price, you have to run two different listings simultaneously to track the impact and find out the best version. A/B testing tracks in a lot of work that has to be done manually, and to retain information that can help your sales ranking, you’ll need to give this process a bit of time, and quite a lot of product research.
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