Skip to content
Unfortunately, there are no 3rd party tools that perform true A/B testing on Amazon, since we can’t have duplicate listings. True A/B tests need to run simultaneously so times and dates don’t affect performance.
But some Amazon seller tools perform before-and-after tests, like SellZone.
Example: Listing A with the exact same bullet points and images, and Listing B with a different title, both run at the same time, and after a period of time, we compare the conversion rate, click-through rate, etc.
With that said, every single change I do gets tested. This way I can get real results, instead of just believing someone’s guess on FB.
A/B testing is a technique used to compare two versions of a web page in order to find out which one performs better. It is often used in marketing and conversion optimization, but it can be applied to any situation where the goal is to increase the conversion rate.
The most popular type of A/B test is the split test, which divides visitors into two groups, showing different versions of a web page. The conversion rate for each group is then analyzed and compared.
In this article, we will explore what an A/B test is and why it’s so important for your Amazon marketing strategy.
A/B testing can be a powerful tool for improving the performance of digital marketing campaigns, and of course our Amazon PPC campaigns. It allows marketers to test different versions of a listing and measure which one performs better in order to determine how to improve future pages or other aspects of their campaign.
There are three components to A/B testing:
The original version, the new version, and an element that will be changed between them.
One cannot simply update the title or the product description and then expect to see an increase in sales. Everything has to be measured, analyzed, and researched so that you can have accurate statistical data. Then you can use this data to improve your listing’s conversion, which will then increase your organic ranking on Amazon’s search engine.
While the product description might seem secondary, it holds significant power, especially for mobile users where it appears prominently. Utilize the full 2,000-character limit provided by Amazon to delve into the details of your product’s functionality and benefits. This is not just about listing features—it’s about telling a story that resonates with your audience.
Incorporate relevant keywords strategically. This isn’t just about stuffing keywords; it’s about aligning your description with the search intent of your potential customers. Use third-party keyword research tools to uncover high-converting terms that can elevate your listing in search results. Analyzing competitors can also provide insights into what works and how you can differentiate your product.
If you’re part of the Brand Registry, consider enhancing your listings with A+ Content. This feature allows for more dynamic and engaging layouts that can captivate your audience. However, remember that what works for one product might not work for another.
Conduct A/B tests to compare different versions of your description and A+ Content. This will help you determine which approach drives more engagement and sales. By rigorously testing and refining your content, you ensure that your descriptions not only draw attention but also convert that interest into sales.”
When it comes to listing, there are many things that you should split test.
For example, testing whether the price affects the conversion rate or not. You might want to compare what happens when your product is priced at $10 or $20. Or you could test what happens when you show a video of your product versus not showing a video of your product.
There are many other things that you can split test on your listings too, so it’s important to be creative and think about what might work for your specific business.
To truly maximize the performance of your Amazon product titles, consider conducting an A/B test. This involves experimenting with at least two different versions to identify which one yields more sales. For instance, if you’re selling women’s t-shirts, you might start with the following titles:
To execute this test effectively, display Version 1 for two weeks to gather data, then switch to Version 2 for the subsequent two weeks. Throughout the testing period, track key metrics such as:
Analyzing these metrics will reveal which title attracts more traffic and conversions, guiding you to the more effective option. This data-driven approach ensures that your product title is optimized for maximum impact.
Remember, this strategy isn’t limited to titles alone. Consider applying similar A/B tests to other elements of your listing, such as images, pricing, and product descriptions. Continuous testing and optimization are crucial in understanding what attracts shoppers to your products and ultimately drives sales.
Main Image – This is the image that Amazon will use for the search page thumbnail.
The bullet points – There are 5 bullet points, but you must test each one individually. They should be a perfect blend of information and creativity, allowing customers to quickly grasp what your product offers and why it stands out. Consider experimenting with different lengths and orders to find out what captures attention best.
The description – Even when you have A+ content, your description serves a big purpose. It complements the bullet points by providing detailed information, so balance is key.
Enhanced Brand Content – AKA A+ content, according to Amazon, this will boost your conversions almost 2 times. This content should be visually appealing and informative, enhancing the overall shopping experience.
Price – One of the easiest and top things to split test, you can run tests every couple of weeks. Finding the optimal price point can significantly impact your conversion rate.
By optimizing your bullet points through A/B testing, you can ensure they are not only concise but also impactful. Avoid overly wordy descriptions that may deter shoppers, and focus on crafting sharp, engaging points that highlight the unique benefits of your product. This strategy can lead to an increase in sales rate as customers gain a clearer understanding of why they should choose your product over others.
You can trust Amazon sellers to understand that it doesn’t work for any specific business model you need. If your competitor sells exactly the same product as your own, they can probably take the profits and grab your traffic. Developing an effective and fully optimized product detail page will increase the conversion rate (Product sales) and can also increase customer loyalty.
It is crucial to run split tests on different parts of a listing, not only on the product title, or product images. You can do so with a split-testing tool, or even better if you are a brand-registered seller you can run a new experiment inside the seller central account.
Split tests use the concept of choosing a website element to optimize and running a combination of 2 / 4 versions simultaneously for analysis of the customer response. Split Amazon is different if you don’t have the Amazon brand registry. Unless the user has not registered, you must start the site in succession for a specific timeframe. However, the registration in the brand registry provides retailers with an online version control system for analyzing and evaluating product versions of their listings that allow continuous listing improvements over time.
Every Amazon seller knows how valuable data can be, but not all brand owners use data to better their conversion rates. I often see product titles that are based on simple keyword research as if that was a seller’s secret weapon, but they are actually put together as that seller “Assumes” it will perform the best. This often results in fewer sales and of course smaller conversion rates.
So remember, do not assume the best image is the one you like the most, or the best title is the one that has ALL the keywords you found on a KW research. Customer behavior and listing metrics (real data) is the thing that will get you more sales.
To effectively perform a split test on your Amazon listing, begin by selecting a specific element to test, such as the product title. Suppose you’re selling women’s t-shirts; create two versions of the title to compare:
Run Version 1 for two weeks, followed by Version 2 for another two weeks. This staggered approach is essential if brand registry isn’t available. At the end of the test, analyze key metrics like:
These data points will guide you in determining which title drives more traffic and conversions. Remember, the most effective title isn’t necessarily the one packed with keywords but the one that resonates with your customers.
Continue this testing methodology across other elements like images and prices. The key is ongoing experimentation and assessment. By conducting regular A/B Tests, you can better understand what attracts shoppers to your product, ultimately enhancing your sales performance.
Not all Amazon sellers have the opportunity to use the management tool. These are sellers registered with Amazon with high-traffic ASIN numbers. You need traffic or sales because your analysis needs statistical information about your listing and customers. You will also notice that managing your experiment will display if you can use an asin for your portfolio. Use Amazon ads to increase the number of users when you can’t use the Manage Your Experiments tools.
You can test:
Product Title
Product images (Main image)
A+ Content
Bullet points
Product Description
If someone tells you that Amazon A/B testing needs to run for at least two weeks, stop listening!
The duration of the test is not important, but what matters is the size of your sample test, to give you enough data or statistical evidence of the customer’s choices.
However, to gain a comprehensive understanding, consider that a recommended timeframe is often suggested to be at least two weeks. This is because it allows for the collection of sufficient data to make an informed decision.
For example, split testing performed for at least two weeks with a product that gets 10 impressions per day, will have less evidence of units sold and unit session percentage, than high traffic ASINs that get 10,000 impressions per day and the split test example only runs 2 days!
In short, when running your tests, remember that various factors such as seasonality might affect your results. You might need to add additional time to ensure the experiment’s validity. If you are running a pricing strategy, split testing using the 3rd party split testing tool, make sure that tool gets as much data as possible.
By balancing the sample size with an adequate testing period, you ensure that your results are statistically significant, giving you confidence in the decisions you make based on them.
Determining what constitutes good or bad results in A/B testing can be both subjective and variable, heavily depending on your specific business goals, product, and market. Here’s how to navigate the evaluation of these results:
Industry Standards: Different industries have varying benchmarks. For instance, a click-through rate (CTR) of 3% might be excellent in the e-commerce sector but below average in tech SaaS industries.
Historical Performance: Compare against your previous performance metrics rather than solely relying on broad benchmarks. A 2% improvement from your past conversion rates might signify significant growth.
Incremental Gains: Even small percentage increases can be impactful. For example, a 1% boost in conversion for a business with high traffic can translate into substantial revenue gains.
Statistical Significance: Ensure your results are statistically significant. An increase is only beneficial if it’s statistically reliable, meaning the change is likely not due to chance.
Conversion Rate: The percentage of users who take the desired action, such as making a purchase.
Bounce Rate: A decrease may indicate better audience engagement with your webpage.
Customer Lifetime Value: How changes impact the overall value customers bring over their lifecycles.
It’s crucial to set realistic and achievable goals for your A/B tests. Unrealistic expectations could lead to misjudging marginal but meaningful improvements.
Always consider the broader context and your specific situation when interpreting A/B test results. Understand your baseline metrics and what thresholds mark meaningful progress for your unique business, rather than relying solely on arbitrary standards.
Determining the completion of an A/B test hinges on your specific goals and the results you aim to achieve. While the process may seem endless with ongoing improvements, there are key indicators for defining when a test is complete.
While continuous testing is ideal to stay competitive in dynamic markets, each A/B test can be considered complete when these criteria are met. The goal is not just to finish a test but to gain actionable insights that drive enhancement.
One of the first tools I ever heard that would perform a split test on Amazon was called Splitly Amazon ab testing, and then Sellerly, which became Sellzone.
These tools performed what is called, before and after split tests. This means they did not run the two versions of the test simultaneously, but rather they would run one test for a week or so, then run the other test.
This is not the best way to perform an AB test, because there are several things that can interfere with the tests during the 2 or 4-week period you do them.
Imagine running a test for 1 week in July, and the second test is performed during the 1st week of August when most people are on Vacation. Or even some perform 3-day tests and the second test captures the weekend.
In some cases, these types of tests can actually hurt your optimization if you don’t have a big enough data sample to prove version A or B is the winner.
To effectively track your listing metrics on Amazon, you’ll need to utilize the robust tools found in your Seller Central account. Here’s a step-by-step guide to help you navigate this process:
Navigate through Seller Central:
Select Detailed Reports:
Set Custom Date Ranges:
Understand Key Performance Indicators (KPIs):
Plan Your Tests:
Record and Analyze:
By following this structured approach, you can effectively track and analyze your product listings, allowing for informed decisions to optimize your Amazon performance.
Although this post talks about Amazon sellers and seller central account split testing, it doesn’t mean it is only for Amazon a b testing. This can and should be used in all e-commerce platforms and all marketplaces.
Soon we should write about A/B testing while selling on Walmart
Make sure to read our Amazon Consultant article