5 split tests and what you can learn from them

Powerful Split Tests & What You Can Learn From Them – Part II

andrew browne Product Listing Optimization, Split Testing Best Practices Leave a Comment

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Welcome to the second part in the series of powerful Amazon split tests and what you can learn from them. In this series we set out to share some of the successful split tests we have seen in action on Splitly. Since we launched, hundreds of private label sellers have tested their listings with us and it gives us great pride to share some of these results.

In part I, we dug into a number of successful tests including decreasing sales prices, comparing zoomed in vs zoomed out lead photos and testing the way we photograph the packaging. In this instalment, we’ve got even more split test ideas, such as changing the angle of the lead image and increasing listing prices.

What’s more, I’ve created a handy spreadsheet highlighting all 10 of the split tests in these posts, the results, takeaways and actions. You can refer to this useful guide to inform your future split tests. You can get your hands on this resource at the bottom of this article.

 

Successful Amazon Split Tests

We’re going to take a look at some examples where users were able to substantially increase average daily sales, conversions and daily profits. For example, one user was able to increase her average daily profits from $12.04 a day to $33.77. That’s an increase of over 174% (!).

Get sitting comfortably and let’s dive in deeper…

 

1. Lead Image Change – Front View to Side View

 

This Splitly user changed his lead image from a front view of his product to slight side view of his product, and then tested it against the front view. This was only a slight change in the angle of the view of his product. However, it had profound effects on his sales metrics.

This user’s average daily sales went up over 90%. His conversion rate went up by 89%, and average daily conversions shot up 114%.

change angle of lead image

Impressively, his average daily profit went up over 90% from $30.03 a day to $53.16 a day. This is an increase of over $23 a day, over $690 a month, and over $8,000 a year in profit.

What’s more incredible is that this was all from a simple change in the angle of the product in the lead picture.

Takeaway:

Good main product images are extremely important to your sales metrics. In fact, we are seeing that main product image tests are some of the most powerful tests we are currently running.

What makes image testing so powerful is that images are subjective. I can’t specifically tell you why changing the angle of your main product image would increase your sales, as it did with this user. That fact is we are not sure which images will drive the most traffic for a particular product without testing it.

By testing different main product images you will have actual facts telling you which image is best instead of just guessing which image looks the best based on your own subjective view.

This is important because the first thing your potential customers are going to see is your main product image. Therefore, your main product image can directly impact how many sessions, and in turn, how many sales you will make.

Actions:

  • Constantly test your main product image to find your optimal version.
  • Remember to test various angles and product positions.

 

 

2. Increase in Price From $19.97 to $23.97

 

This user increased her price from $19.97 to $23.97, and tested these 2 prices against each other.

The results of this test are especially interesting because most of this user’s’ sales metrics went down. However, what makes this a “Top 10” successful test is the way her profit increased.

Conversion rate dropped from 24.62% to 15.8%. Average daily sales also dropped from 12 to 8. Finally, average daily sessions dropped from 37 to 35.

Despite these grim reports, her average daily profits went from $12.04 a day to $33.77 a day. That’s an increase of over 174%! In figure, this equates to an increase of more than $21 a day, over $650 a month, and close to over $8k in a year in additional profit.

increase list price

Takeaway:

Increasing your price does not always lead to more sales. However, by increasing your sales price you create more profit per sale, and in the end, may increase overall profit even if it decreases overall sales.

In this example, literally all of the sales metrics dropped, apart from daily profit which increased massively. Although sales volume decreased, this was offset by the additional profit created.

Actions:

  • Don’t be afraid of testing a price that is higher than your current price. You may find that this increase in price leads to greater profits, even if it leads to less sales. You may also find that this increase in price may not reduce your sales at all, or may lead to an increase in sales. The only way to know is to test.
  • If you are not sure which increased price point you should test, try using Weber’s law.

    Weber’s law states, “the just noticeable difference between two stimuli is directly proportional to the magnitude of the stimuli.” Meaning, a small change is not noticed by most people.

  • If you plan on testing an increase in pricing, you may want to consider starting with around 10%. This difference is typically not noticed by customers and may not lead to a drastic drop in sales.

 

3. Decrease in Price From $11.95 to $9.95

This user decreased his price from $11.95 to $9.95, and then tested it against the original price. This change in price increased daily conversions average from 8 to 14, an increase of 77%. This increase in daily conversions led to an increase of sales from 8 units a day to 15 units a day, an increase of 79%.

decrease sale price from $11.95 to $9.95

Takeaway:

Increasing your price may not always be an optimal price change. Indeed, you may find that by decreasing your price, you will drive more traffic, create more conversions, and increase your overall profit by making more sales. Another added benefit of this increase in sales volume is that your BSR will likely increase.
You should test a lower price to see if the decrease in sales price will lead to enough increase in sales to offset any loss in profit due to your reduction in sales price price.

Actions:

  • Test a lower price to see if it will lead to enough increase in sales to offset any loss in profit due to the reduced price
  • Take a look at your competition and see what their prices are. Try to match or beat your competitors’ lowest price point, unless of course, it completely diminishes your profit.
  • Try using Weber’s Law in reverse – decrease your sales price by 10%. If this doesn’t have any effect, continue to decrease by 10% incrementally until you start to see tangible results.

 

4. Decrease in Price From $19.95 to $15.95

This user decreased their price from $19.95 to $15.95. The test reveals that his average daily conversion rate went up by 54%. Average daily sales went from 19 units a day to 32 units a day. That is an increase of 65%. This test illustrates the power of pricing to increase sales.

decreasing price from $19.95 to $15.95

Takeaway:

Again, you may find that decreasing your price will increase your sales and lead to a greater overall profit. However, you need to test your decrease in price to make sure you are increasing your sales metrics while not hurting your overall profit.

Actions:

  1. Create a price range based on your competitors, including the highest your competitors are selling a similar product for, and also the lowest they are selling it for.
  2. Once you have this price range, test the highest and lowest price against each other. Make sure to account for changes in overall profit, and not just average daily sales.
  3. Next, take the winning price and test it against a new price which is still within your original price range but closer to the winning price.
  4. Then take the winner of that price and test it against another price still in your price range, but again closer to the new winner. Do this until you have one set price. This would be your optimal sales price.

 

5. Switching the Order of Pictures

This user didn’t change his pictures. Rather he switched the order of his pictures and tested it against the original order.
What is so incredible about this test is that with only a small change in the order of his pictures, he was able to increase his conversion rate from 17.63% to 23.77%. This is a 35% increase in conversion rate.

changing the order of images split test amazon

Takeaway:

Again, pictures are highly subjective, and so is the order of your pictures. You may think you have the perfect picture order, but until you actually test several picture orders, you may not know which order is the best. As you can see above, order matters. Who knew?!

Actions:

  • Start by putting your “best pictures” in the beginning. This is because potential customers are going to likely click through your pictures in order. If you don’t have your best pictures up front, then customers may not click through all your pictures before deciding to not purchase your item.
  • However, you won’t really know what your “best pictures” are until you test them. You can make an educated guess as to which pictures are the best and then test these assumptions to get real data.

 

Conclusion

Split testing your private label product pages on Amazon is a proven way to boost your business in a variety of ways. Whether you’re looking to improve your BSR, increase conversions, daily sales or yearly profits, A/B testing is one of the most pro-active ways to achieve your goals.

We’ve seen amazing results from split tests that have tested increasing price, decreasing price and changing the product photography in a variety of ways.

Hopefully you have enjoyed this two part series and have taken away some actionable insights. Let us know if you’ve had any split test success stories or share your ideas for your next big split test experiment in the comments.

As promised, you can download a powerful Amazon split test cheat sheet below. All 10 of the split tests have been broken down so you can easily reference them in the future.

Get The Powerful Split Test Cheatsheet!

Get all of the data and takeaways from these real life split tests in one place to inform your own experiments.

Get It Now!

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