Have sales from your Amazon Seller account plateaued or even trickled off as time goes on?
Amazon controls 50% of the entire U.S. e-commerce market in terms of gross merchandise volume, so optimizing your Amazon account is critical to increase sales in 2021 and beyond.
Think you’ve already optimized your product pages as much as possible – that you’ve hit the end of the line?
Running some A/B split tests can help you get out of your own head and into the heads of your customers. With the right tests and some patience, you can figure out which images, bullets, descriptions, and titles work best to hook customers, maintain their attention, and drive them to convert.
Why are Amazon A/B Split Tests Vital to Increase Sales in 2021?
No matter how much you try to perfect and tweak your own products, you still can’t be sure what will appeal to Amazon shoppers in the moment.
You can’t even run surveys to ask for the right answer either. What people say they want and how they actually behave while shopping are usually two totally different things.
That’s why A/B split testing is so important to increase sales in 2021 and beyond. Split testing compares two different versions of content to see which performs best over a set period – like the title, description, bullets, or images.
Amazon offers this A/B split testing capability to brands for any high-traffic product listing through Amazon Experiments. If you don’t meet Amazon’s criteria for Amazon Experiments, you can still use a third-party tool to run your own A/B tests.
7 Amazon Experiments to Increase Sales After COVID-19 in 2021 and Beyond
Today’s Amazon shoppers have a different mindset than they did at the beginning of 2020 – before COVID-19 changed everyone’s daily life.
Commit to running split tests quarterly to nail the best content for each product and increase sales this year. Remember, customer expectations change so ongoing split tests should be a vital part of your marketing strategy.
- Split Test Your Main Product Image
Your main image is the most important part of your product listing for grabbing attention and getting shoppers to click. Although you’re limited to a white background, you can still experiment with different angles, lighting, and pieces of the product.
Keep your current main image and product listing for half of the test and run a duplicate listing with the new main image. Don’t make any other changes to either product page beyond the main image, so you can determine that any increase in sales is from the image alone.
- Split Test Your Title
After your main image, your title is the most crucial factor for increasing traffic. Amazon’s search algorithms use your title to gauge where to rank your page in which results. Meanwhile, shoppers use your title to judge whether to click the product listing.
Use your search term report from Amazon to figure out what keywords already work well for the product you plan to test. You don’t want to accidentally remove a keyword from a listing that is driving most of your traffic.
During your A/B test, keep one listing as is. Duplicate for the second to test. Adjust the title, move the keyword to the front, choose clear, concise language that describes the product’s key attributes, and avoid keyword stuffing.
- Split Test Your Prices
You can also experiment with prices to compare what works best. Some psychology here can go a long way, like using prices that end in .95 or .99.
Check your competition too. With it so easy for shoppers to compare prices between sellers, even a few dollars can make a significant difference.
Amazon also offers the coupon clipping feature now. You could run a split test between one $8 listing and another with an $8 price point after applying a 20% off coupon to a $10 listing, for example.
Just avoid running multiple pricing split tests at the same time.
- Split Test Your Secondary Images
Secondary images matter too. Check the best sellers in your category, competitors, other products in your category, and user-generated images from customer reviews for inspiration.
The goal is to showcase your product from every angle along with zoomed-in images for any product labels. Keep the old listing constant and update the second to test.
- Split Test Your Description
Use your description to A/B test larger photos, infographics, and details on your products against your current listing.
Remember that 91% of shoppers will scroll down for reviews so your description should be thorough yet concise.
- Split Test Your Bullets and Main Features/Benefits
Bullets are tricky because you want to include all your keywords and benefits without creating a huge wall of text.
Experiment with a different tone to see what appeals to your customers’ emotions and interests compared to your existing listing. Keep bullets concise. If you hook shoppers with the bullets, they’ll scroll down for the detailed description.
- Repeat Split Tests Based on the Results
Once you’ve run a few A/B split tests, you should have a solid idea of what works and, most importantly, what absolutely doesn’t.
Use your results to determine the best images, descriptions, titles, and bullets. Use them as the constant for your next round of split tests. Eventually, you’ll have a completely optimized product page for each listing to increase sales in 2021 and beyond.
Make the Commitment You Need to Increase Sales in 2021
Interested in participating in a sellers only forum to learn more strategies to improve your Amazon strategy? Learn more about Prosper Connect – Think Tank happening this April.
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