If you talk to colleagues in the online marketing consulting environment these days, you will inevitably become aware of the term A/B testing. True to the motto “testing, testing,” so-called “spilt tests” try to get the most out of your own content by testing different versions on the market and evaluating them for better results.
With this test method, two systems gladly used to test the original version of content against a slightly modified version and then evaluate it. Both versions are played out to the same number of users and then evaluated using different performance indicators. But why do many agencies, sellers and brands make the effort?
For a long time, this option was only available to sellers who sell on Amazon.com on Amazon. Since Q4 2021, these features have also been available on the European marketplace and are specifically available to German sellers. In addition to product images and A+ content, this enables sellers to split titles, bullet points and product descriptions. There are two requirements that must be met:
1. One Trademark registration must be set up for the respective product.
2nd The desired product must be sufficient in recent weeks Traffic have received. Just so are reliable analyses the split tests are possible. As a result, ASINs with too little traffic may not be displayed at all when using the “Manage Your Experiments” feature. For them, it is recommended to increase traffic, for example, by SEO measures or PPC campaigns to increase and then go into testing. Amazon does not reveal exactly how high the traffic must be and is very likely Category dependent.
Proceed
Step 1
First of all, it should be specified that Which products or materials should be tested for individual listings. For example, you can select products in descending order of the biggest sales drivers in order to achieve the most noticeable effect possible. Auch new products can be suitable if traffic can be generated quickly enough for this purpose.
When choosing the test, whether product images, Bullet Points A+ or the like, it depends entirely on which materials you want to test. We recommend a very clear sequence: Main image/product gallery, SEO, A+ content.
Very rudimentary subtleties such as a new quality seal, Made in Germany label or similar and can generate much more effective results than getting lost in optimized details. We must not forget the listing from a customer perspective to look at:
— What is the first thing the customer sees? Usually the main image on the SERP.
— Subsequent? The entire gallery of the product.
— What is being looked out for? After USPs, seals, comparisons, and product features...
This not only allows you to content strategy define, but directly in practice test, to a maximum performance get out of the products. 🚀
Step 2
At Fill out the information In addition to mandatory information such as start date and test duration, there is also the option to store a hypothesis. At the hypothesis It is optional to name the test reason in order to better assign the results to the goals set in advance.
Step 3
Test versions must of course also be Amazon guidelines fulfill. After submitting the test variants, it should therefore be checked whether the Content approved was. Care should also be taken to run a maximum of one test per ASIN and avoid multiple tests at the same time.
Step 4
At the Evaluation of tests Should version A and version B be significantly from each other distinguishto be able to draw meaningful conclusions from testing. In order to interpret the results of Amazon A/B tests, the marketplace provides some KPI available. These include, for example: conversion, units sold and sample size. Amazon also states the probability that one version of the content is better than the other. The result of an A/B test may also be that no clear results were achieved. This could be because versions A and B were similar or the product page didn't have enough traffic for meaningful results. However, it can also show that the tested product simply does not require any adjustments or that another hypothesis should be tested.
Overall, the purpose of such tests is clear: You want to identify the best building blocks for your listing. With the help of A/B experiments, vendors and sellers can determine whether Listing changes to a higher conversion rate lead. You can run tests to find out how customers are responding to a version of the A+ content, title, bullet points, or main image. However, A/B tests should be evaluated with caution. The results are only statistically relevant if the tests were able to generate a high number of sales across both variants. If the number of cases is small, the probability is comparatively high that upshot only randomly was created.
