Amazon selling can be a competitive and cutthroat marketplace….if you compete with the masses. However, simply based on the fact that you are reading this, you are far ahead of your competition. You realize that split testing your Amazon product is the largest untapped opportunity to grow your business.
Amidst the mass of nearly identical private label products, a few slight changes can yield improvements of 30% or more in sessions, sales, and profits.
We have listed out some of the most impactful split tests that you can run, and how you can set them up. Start running these tests so that you can offer the perfect Amazon experience for your customers!
Key Performance Indicator: Click Through Rate
Increase the number of visitors to your site by testing your main feature image.
Amazon shoppers often rely on the main feature images when they are shopping. Visual cues are the fastest way for humans to process information, and determine what interests them.
When your listing appears amongst 15 other similar products, it is the feature image that will help you stand out from the competition.
What To Test:
DISPLAY EVERY ELEMENT OF YOUR PRODUCT: If your product has several components to it, or is a bundle, try including an image of each element of your product to show exactly what is included.
SHOW A DIFFERENT ANGLE: Amazon sellers have a tendency to follow a popular trend and mimic competitors. The result is listings that look very similar. This means that there is opportunity to offer a more compelling type of image that your competitors are not using. For example, show a version of your product as it would actually be used, in a “lifestyle shot”.
Actual Splitly Test Results: Main Image Test
By altering the main image of the product, this seller was able to double their conversion rate. This could be due to generating more qualified traffic by highlighting specific parts of the product in the main image, or showcasing the product more effectively, therefore converting visitors with better image rates. Or it could be a completely different reason, only the data will reveal the true reason….
Key Performance Indicator: Conversion rate and profit.
Increase the number of sales you generate by appealing to your customers price sensitivity. If you are in a competitive niche with a low-cost product, then perhaps lowering your price slightly may increase the number of sales you convert.
If you are in a high-price niche where customers want the highest quality possible, perhaps a higher price implies higher quality. If your customer is not sensitive to price, a higher price could generate more sales.
What To Test:
CHANGE YOUR FINAL PRICE: Changing the price of your product is a quick and simple test that can have a HUGE impact on your sales, conversion rates, and profits. Be sure to run the test for at least two weeks–you may see conversion rates and profits fluctuate before you reach statistical significance.
TEST YOUR LIST PRICE AND ACTUAL PRICE: Amazon allows you to add a “Sale Price” for your product. Once you add a sale price, your customers will see what the “List Price” is, what the actual price is, and how much they are saving (in dollars and percentage). This lets customers know that they are receiving a discounted product, can enhance a sense of urgency, and improve conversion rate. This is how customers see the discounted on your product page:
Actual Splitly Test Results: Price Test
Pricing tests are the easiest and quickest way to create a big impact on an Amazon business. In this case, the seller lowered the selling price by only $3 (from $27.97 to $24.95), yet saw a significant bump in conversion rate and profit as a result. At 99% confidence, this new variant is almost certainly going to outperform the original!
Key Performance Indicator: Conversion Rate
The Product Features, which appear as Bullet Points in your listing, help communicate the features and benefits of your product. Offering a list of features and benefits can help your product stand out from competitors, and convert more visitors into customers.
What To Test
HOW MANY PRODUCT FEATURES ARE INCLUDED: Amazon shoppers can be busy people. Sometimes they don’t have the time or patience to read through all the product features of each purchase that they are considering. However, they can also be discerning shoppers who want to carefully read and compare product features before a purchase. You don’t know which approach works for your customers….until you create tests and compare the conversion rates that result!
CONTENT OF YOUR PRODUCT FEATURES: Test which of your product features are most important to your customers. You can include or omit different features and see how it effects your conversion rates. You can also try putting your features in a different order, to see if having your most important features first, last, or in the middle impacts your conversion rate. The results of this test can be more nuanced, and may take longer to reach statistical significance.
This is an example of a Product Features that includes simple formatting to look more appealing, keyword-rich descriptions, and different features and benefits:
Actual Splitly Test Results: Product Features
The Product Features are a great opportunity to differentiate your product and convince customers that your product is superior to competitive alternatives. In this test, the seller tested the offer and guarantee in the Product Features, and found that it significantly impacted conversion rate, by exactly 36%.
Key Performance Indicator: Sessions and Impressions
Testing the keywords in your Product Title can help your product rank for different organic keywords. Verify which keywords, and search traffic, drive more qualified traffic to your page. Qualified traffic will have a higher conversion rate and generate more sales!
What To Test:
TEST THE LENGTH OF YOUR PRODUCT TITLE: Amazon automatically displays a different length of your Product Title depending on device (desktop vs. mobile), or placement (organic listing vs. sponsored ad). While you can not see how your sales convert based on device or placement, you can see overall sales figures. And an increasing amount of traffic coming from mobile, this growing in importance!
Actual Splitly Test Results: Product Title Test
This seller noticed that there were significant searches on Amazon for their brand name, so they decided to include their brand in their product title. The result? They appeared in more organic search results, and saw a boost in their daily sessions as a result.
Key Performance Indicator: Conversion Rate
Discerning customers who are comparison shopping will dig in to the details included in product descriptions and compare it to competitive alternatives. This is a great opportunity to differentiate your product offering with product warranties, risk-free purchases, No-Questions-Asked returns. These offers can go a long way to convincing a customer to purchase your product…..but you will have to test it to confirm that it works for your customers!
What To Test:
TEST YOUR PRODUCT GUARANTEES: Customers want to be assured of quality when they purchase. Amazon already offers generous return policies for its customers, but this can be reinforced on your product page. Test a 100% Satisfaction Guarantee, a product warranty, or even a free eBook or coupon on future purchases. How much does this effect your conversion rate? You will be pleasantly surprised!
SIMPLE HTML FORMATTING: You can make certain text in your Product Description stand out with some simple formatting. Use bold, underline, bullet points, all capital letters, and/or italics to make certain text stand out. This will help your prospective customers see the information that you want them to see.
This can help you convince customers that your product meets their needs….and therefore you should see more people purchase your product over your competitors!
Actual Splitly Test Results: Product Description Test
The Product Description is the most versatile area of an Amazon product listing, with the most flexibility with text and character limits. This seller tested different marketing copy and product positioning, to see how it influenced conversion rate. The result was a 7% lift in conversion rate.