The modern technology era of the present day has prompted e-commerce and online business into the spotlight. In this space, marketers and online sellers are able to leverage data-centric resources as a means to scaling their business online. Almost every aspect of consumer behavior can be monitored, measured, tracked and evaluated nowadays, and as far as any digital marketer is concerned, the mentality remains the same: TEST IT! Testing the odds and pinpointing a “rinse and repeat” marketing strategy is at the core of any successful Amazon FBA Seller’s business model. The new age of technological advancements has proved that we no longer must leave things up to intuition and chance, rather, we must test the odds and test them again!
One of the testing tactics relevant to selling on Amazon is A/B tests, often interchangeably known as split tests. A/B Tests are a way to run random, yet controlled, trials between multiple versions of a website in order to measure specific metrics. Some of these metrics may include sessions, conversions and conversion rates, as well as the most important aspect: profit and profit margins.
When running a split test as an Amazon Seller, the goal is to optimize your listing by focusing on one of its components, changing it, and then running both versions to see which performs better. On the Amazon platform, both versions cannot be run simultaneously, so each version runs for a specific period of time during different time periods. A/B tests can be run on several different aspects of your listing, including the main image, bullet points, description, price and title. In short, the version that generates higher conversions and profits should be the version you go forward with. Pinpointing what makes consumers purchase your products is key to scaling a successful business on Amazon, which is why split testing is an excellent tool to take advantage of. Furthermore, split tests can be done in three different fashions. Keep reading to learn more about the three different ways you can run A/B test on Amazon.
The Big 3: The 3 A/B Tests on Amazon
There are three major ways you can perform an A/B test on Amazon. Those are: manual split testing, Experiments Tool, & creating a poll.
Manual Split Testing: Manually split testing can be a timely endeavor, but those who do it right will reap the reward. In order to manually split test different components of your listing, you would actively engage in testing different listing aspects separately and monitoring a variety of metrics to better understand which version performs the best. Only one component of your listing should be tested at a time in order to maintain the control and experiments, which will result in an accurate measure.
Experiments Tool Testing: The “Experiments Tool” on Seller Central is a new feature under the “Manage Your Experiments” tool that is available to brand registered sellers. The tool provides brand owners with tools that simultaneously compare two versions of content against one another in order to see which is more profitable. For those who are brand registered sellers, it is highly recommended to utilize this resource!
Creating a Poll: Last but not least on the list of popularity for A/B testing is… drum roll please… Polling. Taking a poll with your audience and offering them the opportunity to voice their own opinions about how YOU portray your content and listing is extremely insightful. These split tests can be conducted on social media platforms such as Instagram, Facebook, Pinterest and so forth. The followers that you attain on third-party, social media platforms are honest and likely more than willing to provide their two-sense. These are valuable insights to take into consideration. Alternatively, you can invest time into researching what resources are available online that provide your business with real opinions about your listing content from real people.