A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage against each other to determine which one performs better. Split testing, or AB testing, on Amazon is a great way of optimizing your listings through experiments with product content like titles, bullet points, descriptions, and so on. Getting the right content for your product is crucial to becoming successful on Amazon! You will need to make your product appealing and attractive for buyers to purchase while making your content fully unique! Amazon has integrated the A/B Testing method for you to use to find out what suits your product the best.
Fundamentals of A/B Testing
A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage against each other to determine which one performs better. This comparative method is a great way of optimizing your listings through experiments with product content like titles, bullet points, descriptions, and so on. This allows you to see what content style you should implement for your product listing. This will help you to reach more customers and become more engaging.
In this blog, we will be going over some of the important A/B testing points that will help you to optimize your content listing greatly! These points are-
✅ Title
✅ Bullet Point
✅ Description
1. Amazon A/B Testing: Title
The title is what shoppers will view right after the main image Therefore, you need to be very creative with your titles and show customers exactly what your product is and its important aspects like texture and functionality.
Which item in this image looks the most appealing to you? For me, it would be the second item, as it includes almost every feature in the title, like flow rate, utility, and watt. If you don’t include all this information immediately, a customer may not even click on your product even when your product is of the most premium quality.
Experiment with multiple versions of your product title to see if it makes a difference in click-through rate or your overall sales.
Method to Run A/B Test For Title
First, go to the A+ content manager under the Advertising tab. Click on “learn more about A/B testing”. After that click on “Create A/B test”. Then click on “manage A/B tests”.
Now under the “create new experiment tab”, we have an option like bullet points, main image, product description, and product title.
Click on the product title from the drop-down option. Now select the ASIN you want to do the A/B test. So copy the desired ASIN and paste it on the search bar and search.
Then select the reference ASIN. Put an experiment name. Then set the duration, start date, and end date. Also, you can start your experiment as soon as possible. And, you can enable the “automatically publish the winning version” too.
You can see that in version A we already have the title. So we will put a new title on version B and see which performs better.
2. Amazon A/B Testing: Bullet Point
Your bullet points give you the advantage to talk about your product’s features and benefits in the most attractive manner. Your bullet point should be a good mix of information and creativity. You must craft it in a way that your customers know exactly what they’re buying, but also be creative in a way to show them why they should purchase your product, and not your competitor’s.
Test out different lengths of each bullet point, as well as the order of the product, and features you want customers to know first. If your bullet points are too wordy, a shopper may not want to read all of that. So, create a short and crisp set of bullet points to see if it positively impacts your sales rate.
Method to Run A/B Test For Bullet Points
Now we will see how you can set the AB test on Bullet Points. As following the previous method to run an A/B test for Title,s you can click on the product Bullet Points option.
Now select the ASIN you want to do the A/B test and search. Then select the reference ASIN. Put an experiment name. You can see that in version A we already have the Bullet Points. So we are going to put new Bullet Points on version B and we will see which performs better.
3. Amazon A/B Testing: Description
The description is that part of your listing that will not be visible unless customers scroll down but will still impact your sales.
Amazon allows up to 2,000 characters in your product description, so use it carefully. A good practice is to add all of the same functionality and benefits in your bullet points but in more detail. Make sure to add relevant keywords in your description that matches your audience’s search intent. View and analyze your competitors’ keywords, identify the best-performing ASINs and get hold of keywords that make a difference.
If you are enrolled in Brand Registry, you can craft A+ Content that replaces the old text description. As A+ Content is customizable and has the power to engage customers to purchase, it is highly beneficial for your listings. However, A+ Content may not give you the desired result every time. Therefore, with a simple A/B test, you can easily figure out which version works best for your listing!
A basic modification to your Amazon listing can cause thousands of dollars to be accumulated in your bottom line. To gain a competitive edge in the industry and grow your Amazon business, you need to test various elements of your listing to ensure it really is fully optimized and perked up well. If not, you could be missing out on great opportunities.
Method to Run A/B Test For Descriptions
Similarly, we will see how you can set the AB test on the Description. First, click on the product Description option. Now select the ASIN you want to do the A/B test. So copy the desired ASIN and paste it on the search bar and search.
Then select the reference ASIN. Put an experiment name. In version A we already have the Description. So we are going to put a new Description on version B and we will see which performs better.
Please note, if you have a child variation then you can also put the new titles, Bullet Points, and Descriptions on version B. Amazon takes up to 4 weeks to provide you with the overall results which version performed well.
Conclusion
In this blog, we have explained what A/B testing is and the importance it holds for your product listing. We have also gone over the key places where you should focus on doing A/B testing to increase customer engagement and increase sales. If you properly do all these, then you will be able to distinguish between how your product should look and also see what type of trend customers prefer to follow the most. If you want to know how to run an Amazon A/B test for the main image of the Amazon listing, please visit this URL for a better and more detailed understanding.
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