📝 AB Split Testing on Amazon: How to Improve Your Clickthrough and Conversion Rates
As an Amazon seller, you know that your listing is the key to success. But what if you could take your listing from 95% to 99% and dominate your niche? That's where AB split testing comes in. By using data to test small increments, you can improve your clickthrough and conversion rates, and rank above your competitors in organic rankings. In this article, we'll show you how to use Amazon's manage experiments feature to split test your listing and improve your sales.
📈 Table of Contents
- What is AB Split Testing?
- Why is AB Split Testing Important?
- How to Use Amazon's Manage Experiments Feature
- What to Test First: Product Images, Product Title, and More
- Understanding Metrics: Clickthrough Rate, Conversion Rate, and More
- Tips for Running Successful Experiments
- Pros and Cons of AB Split Testing
- Highlights
- FAQ
What is AB Split Testing?
AB split testing is a method of comparing two versions of a webpage or listing to see which one performs better. In the case of Amazon, you can use manage experiments to split test different elements of your listing, such as product images, product title, bullet points, and more. By splitting the traffic between the two versions, you can see which one leads to more clicks and conversions.
Why is AB Split Testing Important?
AB split testing is important because it allows you to optimize your listing for maximum sales. By testing different elements, you can see what works and what doesn't, and make data-driven decisions to improve your clickthrough and conversion rates. This can lead to higher organic rankings, more traffic, and ultimately, more sales.
How to Use Amazon's Manage Experiments Feature
To use Amazon's manage experiments feature, you'll need to have brand registry. Once you have that, follow these steps:
1. Go to Seller Central and click on "Brands"
2. Click on "Manage Experiments"
3. Create your first experiment and follow the prompts
4. Choose what you want to test (product images, product title, etc.)
5. Split the traffic between the two versions
6. Wait for the experiment to finish and analyze the results
What to Test First: Product Images, Product Title, and More
When it comes to what to test first, we recommend starting with product images, as they are the most important element of your listing. Your first image is what customers see before they click into your listing, so it's crucial to get it right. Next, test your product title, as it's the second most important element. After that, test your hero image, which is your main image, and then move on to the rest of your product images, bullet points, A+ content, and A+ brand story.
Understanding Metrics: Clickthrough Rate, Conversion Rate, and More
When running experiments, it's important to understand the metrics you're looking at. Clickthrough rate (CTR) measures the number of clicks your listing gets divided by the number of impressions. Conversion rate (CR) measures the number of sales your listing gets divided by the number of clicks. Other metrics to consider include units sold, sales from search, and order session percentage.
Tips for Running Successful Experiments
To run successful experiments, follow these tips:
- Test one element at a time
- Start with your highest volume variations
- Give the experiment enough time to gather data
- Don't micromanage the experiment
- Analyze the results before making any changes
Pros and Cons of AB Split Testing
Pros:
- Improves clickthrough and conversion rates
- Helps you rank above your competitors
- Allows you to make data-driven decisions
- Can lead to more sales and higher organic rankings
Cons:
- Requires brand registry
- Can be time-consuming
- May require giving up some keywords in your title or bullet points
Highlights
- AB split testing is a method of comparing two versions of a webpage or listing to see which one performs better.
- To use Amazon's manage experiments feature, you'll need to have brand registry.
- When running experiments, it's important to understand the metrics you're looking at, such as CTR and CR.
- To run successful experiments, test one element at a time, start with your highest volume variations, and give the experiment enough time to gather data.
- AB split testing can lead to more sales and higher organic rankings, but it requires brand registry and can be time-consuming.
FAQ
Q: Do I need brand registry to use manage experiments?
A: Yes, you need brand registry to use manage experiments.
Q: What should I test first?
A: We recommend starting with product images, followed by product title, hero image, and the rest of your product images, bullet points, A+ content, and A+ brand story.
Q: What metrics should I look at when running experiments?
A: You should look at metrics such as CTR, CR, units sold, sales from search, and order session percentage.
Q: How long should I wait before analyzing the results?
A: You should give the experiment enough time to gather data before analyzing the results.
Q: Can AB split testing lead to higher organic rankings?
A: Yes, AB split testing can lead to higher organic rankings by improving your clickthrough and conversion rates.
