Why do customers click on certain brands? What imagery resonates better with consumers? How can you make your listings stand out against a myriad of competitors and an ocean of products? Amazon offers new options for sellers using enhanced content. And it comes nicely gift-wrapped in the form of A/B testing for A+ pages.
We’re here to tell you what that means, and how you can make it work for you.
What Is “Manage Your Experiments”?
Amazon’s Manage Your Experiments (MYE) is the retail giant’s answer to what some third-party tools allowed in the past. MYE allows you to run split tests on your product pages. These tests target different customers at random. They allow you to test different versions of content to optimize for conversions.
It’s like running a focus group. But instead of happening inside a sterile board room, it takes place while you’re selling on the open market — meaning you don’t have to wait around for results. MYE lets you test on the fly, adapting and improving as you go.
You can test whatever element of a listing you’d like, including:
- Product images
- Product titles
- A+ content (more below)
A/B Tests in a Nutshell
So, what is an A/B test?
Also known as “split tests”, A/B tests allow you to run two variants of the same content in tandem. For Manage Your Experiments, this means two customers might see different content for the same product listing. The thinking behind A/B tests is rooted in human psychology. While images that pop and product descriptions that sell are important, there are factors at play that sellers can’t plan for. One product image might fare better than another for no obvious reason at all.
That’s where A/B tests come in. They allow marketers and businesses to test out their content without sacrificing reach. And the data is analyzed algorithmically — so no, you don’t have to be a mathematician to interpret the results.
What Makes A+ Content Different?
A+ Content is a collection of content and imagery modules on Amazon product pages. It appears in the “from the manufacturer” section of the page. A+ Content allows sellers the ability to incorporate their own brand messaging to stand out from the crowd.
Importantly, A+ pages are intended to boost customer confidence. That’s why they’re reserved for registered brands. By allowing only brands to run tests, Amazon encourages every seller to strive for the best — and that is a net win for the customer’s buying experience.
Who Can A/B Test A+ Pages?
A/B test A+ content can only be used by sellers who are Brand Registered on Amazon. So if you’re not Brand Registered, you’ll need to go about applying.
Once that’s out of the way, you’ll want two more things to A/B test A+ content for increased conversions (and till increase your conversions). Firstly, your experiments may only be run on high-traffic ASINs (Amazon Standard Identification Numbers). This means you can only test listings that are already receiving high amounts of traffic.
What this amounts to is at Amazon’s discretion, but as a rule of thumb, it requires several dozen orders per week. Consider advertising on Amazon if you aren’t getting enough traffic — it’s cheaper than you think.
Secondly, your ASINs need to have published A+ content to run experiments on them. Amazon won’t allow you to run more than one test per ASIN at any given moment to prevent the test results from being biased.
How to A/B Test A+ Content
A/B testing with “manage your experiments” is a great way for sellers to get ahead. Follow our guide before you launch your next experiment for optimal results.
Plan Your Test
First off, you’ll need to create your “B” variant. Decide which elements you’d like to change and adapt:
- Vary the order of images
- Add, remove, or resize brand logos
- Alter the text of your A+ modules
- Try out a comparison table
- Add or remove A+ modules
Don’t make minor adjustments. Now is the time to make big changes, so focus on elements that stand out.
Setup and Run Your Experiment
With your “B” variant complete, it’s time to begin. Determine a start date. Title your experiment (so you remember what it’s about), and submit it to Amazon for approval. Amazon’s support team will review it and approve it within a week.
You’re able to run experiments for between 4 and 10 weeks. The longer you run them, the more reliable your data is. What’s more, you’ll wind up with better results from a larger sample size. So, run your experiments on your articles with the highest traffic.
Interpret the Outcome
Within a few weeks, you’ll start to see the fruits of your labor. You might be itching to make good on your outcomes and adapt your products right away. But it’s vital you let the experiment run its course.
The first batch of data you get might be misleading, and the longer you wait, the more trustworthy the information. Moreover, Amazon’s algorithms will pack and interpret your data for you when the experiment is finally complete — so don’t end it early! The analysis tells you which variant performed best, and how confident you can be that the information is true. On top of that, it’ll estimate the yearly impact on sales for your better variant.
Revise and Repeat
Don’t quit while you’re ahead. You can keep running experiments on your ASINs until the cows come home. If you’re not happy with the results, try something else. If more of your products meet the high-traffic eligibility, run experiments on those. What’s great about MYE is that there’s no need to stop, and it doesn’t cost anything at the moment. Repeat as many times as you need to improve your ROI and land more sales.
Get More Conversions
Let’s recap. You’ll need to be a Brand Registered seller with high-traffic items to run A/B tests. Your tests will pit two pages against each other. And once it’s over, Amazon hands you all the data you need to make the most of your listings. So go and get familiar with Manage Your Experiments, and A/B test A+ pages like there’s no tomorrow.
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