How To Find The Small Changes Can Completely Change Your Amazon Future

andrew browne Split Testing Best Practices Leave a Comment

Sharing is caring!

You can never do enough testing to your private label listing. In fact, if you are not doing constant testing to your listing, you may be leaving sales on the table. This is because even small changes to your listing can have major impacts on your sales metrics.

 

Imagine changing the view of your lead picture and increasing your sales by over 114%, or changing the zoom of your pictures and increasing your conversion rate by 66%.

 

Small changes like these can have major impacts on your sales metrics. Therefore, you should be constantly testing changes, even the small ones, to ensure that your product is optimized.

 

Examples of small changes that have made big impacts from actual tests include:

 

  • Changing your price by 2 cents
  • Changing the angle of your product in your main feature image
  • Changing the zoom of your product in your main feature image
  • Changing the order of your product photos
  • Changing the background shading of your main feature image
  • Changing a small piece of your Product title
  • Changing one of your bullet points

 

You Should Always Be Testing Changes to Your Listings

 

You should always be looking to optimize your listings. Even if you are making a large number of sales a day, your listings can always be improved.

 

As mentioned above, small changes to your listings can have a big impact on your sales metrics. Therefore, making changes to your listing, even small ones, can dramatically increase your sales. However, you must test these changes first to make sure they are optimizing your listings.

 

Amazon listings have a number of areas that you can optimize. You should always continue to improve your listings by testing the following areas

 

  • Your main feature image
  • Your other product images
  • Your bullet points
  • Your description
  • Your sales price
  • Your listing price

 

If you are relying on your old listing which you never tested before, you may be leaving a number of sales on the table.

 

In addition, if you are thinking of making a change to your listing, whether big or small, you should always test this change first, as small changes can have a large impact on your sales metrics, both good and bad.

 

Real World Examples of How Small Changes to Your Amazon Private Label Listings Can Have a Big Impact on Your Sales Metrics

 

  1. Changing Your Price By 2 Cents Can Have an Impact On Your Sales Metrics:

 

If you were to assume that only big price changes affect your listings, you would be mistaken. In fact, small price changes can have a big impact on your sales.

 

Therefore, even if you are making a small change to your listing or sales price, you should test that price before making the change permanent. If you do not test this change in price, you will not know if this price change will help or hurt your sales.

 

For example, one of our users changed his price from $29.97 to $29.99. This is only a markup of 2 cents! Despite how small the markup was, the impact was huge.

 

His average daily sessions went from 234 to 209, a decrease of 10%. His conversion rate went from 8.11% to 7.05%, a decrease of 12%. Finally, his daily sales average went from 19 to 15, a decrease of 22%.

 

1

 

If this user did not test this 2 cent change in price because he believed that the impact of such a trivial amount would be small, he would have decreased his sales by 22%.

 

However, because he tested this price change, he was able to see that changing his price was a mistake, and therefore could decide not to make this change.

 

For tips on how to set your pricing and possible explanations on why a 2 cent change might cause such a dramatic drop, check out The Psychology of Pricing: A Gigantic List of Strategies  written by Nick Kolenda. You can also check out 5 Psychological Studies on Pricing That You Absolutely MUST Read  by Kissmetrics, which also digs into a lot interesting findings about price.

 

  1. Changes to the Angle of Your Product in Your Main Feature Image Can Have a Substantial Impact on Your Sales Metrics:  

 

For example, this Splitly user changed the product angle in his main feature image. His original main feature image had a front view of his product. He then changed this image to that of a slight side view of his product. This was a change of only a few inches.   

 

He then tested his new side angle versus his old front view angle. Again, this was only a change of a few inches. 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%, while his average daily conversions shot up 114%.

 

3

4

 

Most 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 so incredible is that this was all from a simple change in the view of his product in his lead image. This test proves that football is not the only game decided by inches.

 

It is worth noting that this user made over $690 a month from one test, and the most expensive Splitly plan is $497 for 100 tests. Therefore, this user was able to cover the cost of 100 tests with one test, and had over $190 that month left to spare.

 

  1. Changes in the Zoom of Your Lead Product Image Can Have an Impact on Your Sales Metrics:

 

How you decide to present your product in your lead product image can have an impact on your sales metrics. Unlike the above example, this user did not adjust the angle of the view, but rather how zoomed in her lead picture was.

 

This user’s original lead picture was a product picture which showed only the product label. She then switched her original lead picture to a zoomed out picture of her product, which also showed the cap of the product slightly behind it. She then tested it against the original.

 

Why does changing the zoom matter so much? Our best guess is that a more zoomed out product image gives the customer a better feel for the product.  

 

Again, the original main product image was so zoomed in that you could not see the entire product but only the product label. This did not give the customer much view of the actual product.

 

However, a more zoomed out product image would allow customers to see the entire product and compare it to the competition.

 

Due to this change, her average daily sales increased by 66%. Also, her daily conversions average increased by 66%. Finally, her general conversion rate increasing by 58%.

 

This illustrates the power of pictures in increasing conversions.

 

5

 

  1. Changes in the Background Shading of Your Lead Picture Can Have an Impact on Your Sales Metrics:

 

Even the background of your picture can have an impact on your sales metrics. For example, one of our users tested one image that had a 100% background shading versus an image that had a 60% background shading.

 

This user’s conversion rate went down by 24%. Similarly, his daily conversion average went down by 11%, and his daily profit average went down by 7%.

 

Again it is worth mentioning that this was only from a change in this user’s lead picture shading.

 

If you are going to make changes to your lead picture, or any picture for that matter, you should test all changes to prevent your sales metrics from going down.

6

It is also worth noting here that Amazon’s terms of service recommend that you use 100% white backgrounds for your main product images. If you are going to test other types of backgrounds, make sure your main product image has an all white background.

 

  1. Changes in Your Picture Order Can Have a Negative Impact on Your Sales Metrics:

 

You don’t even have to change any of your pictures to have an impact on your sales. In fact, just switching the orders of your pictures can have an impact on your sales.

 

For example, one of our users switched his lead picture for that which was originally his second picture. Therefore, his original second picture was now his lead picture, and his original lead picture was now his second picture. He then tested this against the original order.

 

His original lead picture showed six products, as he was selling his product in a bundle of six. His original second picture, on the other hand, showed only one product. When he switched this order, his new lead picture showed one product, while his new second picture showed six.

 

Due to this change, his average daily sessions went down from 12 to 8, with a 99.81% chance of the variable underperforming the original. That’s a decrease of 33%.

 

His average daily sales went from 4 to 2, with a 98.42% chance of the variable underperforming his original. That’s a decrease of 54%.

 

Finally, his conversion rate went from 31.33% to 22.37%, with a 91.72% chance of the variable underperformed the original. That’s a decrease of 28%.

 

By testing this order, this user was able to determine that his original order was more optimized. Therefore, Splitly prevented this user from making a change in his picture order, which would have cost him more than double his average daily sales.

 

On the other hand, another user switched the order of 3 of his photos. He was able to increase his conversion rate from 17.63% to 23.77%. This is a 35% increase in conversion rate.

 

Therefore, before switching your picture order, you should test different picture orders and make sure they optimize your listings and help you increase your sales metrics before making any change permanent.

 

As a general tip, however, you may want to put your very best pictures first, as first impressions are the strongest, and users may not click through to all your pictures.

 

  1. Making Small Changes to Your Title Can Have an Impact on Your Sales Metrics:

 

Small changes to your title can have an impact on your sales metrics because, after pictures and pricing, title is the first thing your customers will see. Therefore, your title has to be creative and eye catching while having enough keywords to ensure your potential customers can find it.

 

For example, one user tested his product title by adding his brand name. By adding his brand name to the title, this user increased his average daily sessions per day from 19 to 22, effectively getting more eyes on his product.

 

This was a change of one word in his title!

 

Another example is when one of our users put a product feature in his title- something similar to “Quick Drying Solution”. By doing this, this user increased his conversion rate from 15.77% to 20.08%, an increase of 27%.

 

  1. Making Small Changes to Your Bullet Points Can Have a Big Impact on Your Sales Metrics:

 

Customers usually go to bullet points to get product features and benefits. Therefore, making good changes to your bullet points can help persuade customers to buy your product.

 

Reversely, making poor changes to your bullet points can persuade your customers to buy from your competition.

 

Thus, you should test changes to your bullet points to make sure any changes you make optimizes your listing and increases your sales metrics. You should also periodically test your bullet points to make sure they are fully optimized.

 

For example, one user changed one of his bullet points to include a 90 day money back guarantee. This user then tested it against his original, which had no guarantee.

 

Due to this small change, his conversion rate went from 14.80% to 18.99% an increase of 28%. Moreover, his average daily sales went from 5 to 7 an increase of 43%.

 

9

 

Conclusion

 

We here at Splitly believe that you should be constantly testing your Amazon private label products to make sure your listing page is fully optimized.

 

This is especially true  because small changes to your listings can have a huge impact in your sales metrics. Therefore, you should not only be testing big changes, but also small changes, to make sure these changes will optimize your listings.

 

Examples of small changes that have made big impacts from actual tests include

 

  • Changing your price by 2 cents
  • Changing the angle of your product in your main feature image
  • Changing the zoom of your product in your main feature image
  • Changing the order of your product photos
  • Changing the background shading of your main feature image
  • Changing a small piece of your product title
  • Changing one of your bullet points

 

Continue to make changes and fully optimize your private label listings to ensure you are not leaving any sales behind.

Sharing is caring!

andrew browne

andrew browne

Code Wizard at Splitly
Software developer and Amazon seller from Ireland. Constantly searching for travel adventures, greasy burgers, and all things tech.
andrew browne

Leave a Reply

Your email address will not be published. Required fields are marked *