AMAZON CONVERSION BOOSTER: MANAGE YOUR EXPERIMENTS (MYE)
Manage Your Experiments helps you to run A/B tests (also called split tests) on your brand’s listings content. Experiments allow you to compare 2 versions of content against one another thus you’ll see which one performs better. At the end of an experiment, you can compare which version operated better and choose the winning content. Through running experiments, you’ll learn the way to make attractive content that appeals to your customers and helps to drive extra sales.
CONTENT TYPES & ELIGIBILITY
There are three types of content available for experiments: product images, product titles and A+ Content. All of them can help you increase conversion.
To start experiments, you must be identified as a brand owner. Experiments are only available for ASINs with high traffic. If an ASIN isn’t eligible because it isn’t high-traffic, think over driving more traffic to it using advertising or other promotional means. Only one experiment can be applied to a specific ASIN at a time.
KEY TO SUCCESSFUL EXPERIMENTS
To create a successful example of an experiment, your A and B versions must differ from each other. For A+ content it is better to use different modules or change their order. For titles, you can play with titles’ length. Use different options to experiment with images.
SETTING UP EXPERIMENT
Step 1. Press “Create a New Experiment” button. Then choose the experiment type.
Step 2. Select an eligible ASIN: you will be offered to select a Reference ASIN. A “Reference ASIN” is the product that you will make experimental content for. You may select a parent ASIN from a matrix. In case you choose a variational ASIN, the system will notify which child ASINs can be added to the experiment. The system will show ASIN eligibility status, along with details about why some ASINs may be ineligible.
Step 3. Fill in Experiment Details:
- Experiment name: this name will only be visible to you. It is important because you will need it to identify your experiment to review the results.
- Hypothesis: hypothesis is your expectations from your experimental content. An example hypothesis is “Changing my product title from being vague to being more descriptive will drive more sales.”
- Experiment duration and start dates: The recommended experiment duration is 8-10 weeks. You can always alter your duration or end your experiment earlier. However, the longer you run your experiment, the more precise and true results you will receive.
Step 4. Select experimental content:
- Product Titles: Enter your proposed titles for experimental content into each associated box.
- A+ Content: Use the drop-down menus to select your content.
- Product Images: Click Upload image and then use the file picker to select a compliant product image
If you launch an A+ content experiment, when you submit your content, the A+ content manager will ask you if you want to override the existing content on the detail page. You should accept this override. The override is temporary; when the experiment starts, both versions of content will be showing on the detail page.
Step 5. Submit your experiment: your experiment will be scheduled pending content validation.
Make sure to check validation status. If it failed, edit the content to be compliant with the failed validation and resubmit your experiment.
If you are interested in running A/B test for your A+ Content, contact us and our Amazon marketing specialists will help you.