For eCommerce brands, Amazon is a powerhouse, and having an optimized listing can make all the difference in driving sales and increasing brand visibility. In this post, we will focus on the importance of split testing to optimize your Amazon listings and provide a comprehensive guide on how to do it effectively.

Element to Split Test:

Before diving into the steps, it's essential to choose an element to split test. Each of these elements can significantly impact your listing's performance, so choosing one to start with is a great way to begin optimizing your listings. We recommend starting with title, bullet, and main image as they require minimal time for high ROI.

Elements that can currently be split tested on Amazon listings are:

Title
Bullets
Main image
Product image stack
Brand story
A+ content

Step 1: Research and Ideate

The first step in split testing is to research and ideate 2+ concepts for your selected element. This involves looking at your competitors' listings, analyzing customer reviews, and brainstorming ways to make your listing stand out. By doing so, you can create multiple options that cater to different customer needs and preferences.When conducting research, consider the following:

Look at your competitors' listings and identify any gaps in their offerings.
Understand what shoppers are typing into the search bar on Amazon in relation to your product.
Analyze customer reviews to understand what customers like and dislike about similar products.
Brainstorm ways to make your listing unique and stand out from the competition.

By conducting thorough research, you can create multiple concepts that cater to different customer needs and preferences.

Step 2: Test Externally

Once you have your concepts, it's time to test them externally. You can use tools like PickFu or ProductPinion to gather quick data from a representative sample of your target audience. These tools allow you to test different design options, copy variations, or images and receive feedback from real people.When testing externally, consider the following:

Choose a representative sample of your target audience. For example, a pet brand might choose 50 prime members who are also pet owners.
Test multiple design options, copy variations, or images.
Gather feedback on what works and what doesn't.

By testing externally, you can gather valuable feedback that can help you refine your concepts and create a more optimized version of your selected element.

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Step 3: Iterate

Based on the data from the external poll, you can iterate and improve your design options. This involves making tweaks and adjustments to your concepts based on the feedback received. By doing so, you can create a more optimized version of your selected element.When iterating, consider the following:

Analyze the data from the external poll.
Identify areas for improvement.
Make tweaks and adjustments based on the feedback received.

By iterating, you can refine your concepts and create a more optimized version of your selected element.

Step 4: Manage Your Experiments

After iterating, it's time to upload your winning option to Amazon's MYE tool for testing on Amazon. By doing so, you can measure the impact of your optimized element on your listing's performance.When using Manage Your Experiments, consider the following:

Select or timeframe or allow to run until reaching statistical significance
Set your test to auto-publish winning content from your experiment.
Always check on your test after 2 days to be sure it is approved and still running
Cancelling tests prematurely will result in zero data learnings

By managing your experiments in the MYE tool, you can measure the impact of your optimized element on your listing's performance, make data-driven decisions and see forecasted earning from Amazon for your winning tests.

Step 5: Go Live and Drive Sales

Finally, it's time to go live and drive sales. By going live, you can drive sales and increase brand visibility. By setting your test to auto-publish winning content from your experiment, you can ensure that your optimized element is always live on your listing. This can lead to increased visibility, higher conversion rates, and ultimately, more sales.

When going live, consider the following:

Set your test to auto-publish winning content from your experiment.
Monitor your listing's performance even after to test confirm the changes are performing well.
Make adjustments as needed.

Note: There have been instances where Amazon’s MYE tool gives false negative results. When this happen we recommend manually testing your content for 2 weeks rather than using the MYE tool.

Conclusion:

Split testing is a powerful tool for optimizing your Amazon listings. By following these five steps, you can create a data-driven approach to optimizing your listings, leading to increased sales and brand visibility. So, start split testing today and watch your Amazon listings soar!

Additional Tips:

Here are some additional tips to help you optimize your Amazon listings:

Our #1 tip is to always be testing to ensure incremental gains in performance throughout the year.
Use high-quality images that showcase your product in the best possible light.
Write compelling product titles and descriptions that accurately describe your product and its features.
Use keywords in your product title, description, and bullet points to improve your listing's visibility in search results.
Monitor your listing's performance regularly and make adjustments as needed.
Consider using A/B testing tools to test different versions of your listing and identify the most effective version.

By implementing these tips, you can create a more optimized Amazon listing that drives sales and increases brand visibility.

FAQs

With Amazon’s MYE tool you can set the test to run for a predetermined timeframe (minimum 4 weeks) or until statistical significance. Not all ASINS will qualify for MYE and in that case manual testing will be needed.

For manual testing it's recommended to run your split test for at least two weeks to ensure that you have enough data to make an informed decision.
It's recommended to test at least two options in your split test to ensure that you have a control group and a test group.
It's not recommended to split test your entire listing at once, as this can lead to confusion and inaccurate results. Instead, focus on testing one element at a time.

Amazons’ MYE does allow for testing multiple elements simultaneously but the results do not show you the performance of each individual element so diagnosing under performing assets would be problematic.
It's recommended to split test your Amazon listings regularly, as customer preferences and market trends can change over time.
Yes, you can use external tools like PickFu or ProductPinion to test your entire listing. However, it's recommended to test individual elements first to ensure that you have a more accurate understanding of what works and what doesn't.

Note: The data from third party tools are also not a gaurantee of performance on the Amazon platform, it is only an indication.

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