Amazon recently introduced a new marketing tool called Manage Your Experiments (MYE) that will allow vendors improve their listings performance.
Now Amazon wants you to take more optimized decisions on listings improvement rather than rely on your own intuition. No more guesses on what a customer will like more. MYE implies that you create two different A+ contents for the same product listing, i.e. ASIN. A customer will see either one or another A+ content and depending on the customer’s actions on the page, you’ll understand which one was more impressive.
HOW IT WORKS
- Choose a high-traffic ASIN and create two separate A+ contents. Make sure ASINs are tied correctly and A+ has been approved by Amazon.
- After A+ contents are approved, customers will see only one variation of an A+ content at a time.
- Amazon will start gathering statistical data to see which of the two A+ contents performs better.
- After a testing period of 4-10 weeks (you choose) Amazon will provide you with the data showing which content enticed more customers to click and convert.
HOW TO START USING MYE
Currently, Amazon’s Manage Your Experiments is only available to vendors with access to Vendor Central accounts, and it is still in “Beta” testing. Invitations were sent to the select number of vendors.
The service is said to be free from now until 12/31/19. Later pricing hasn’t been announced yet. So now is the best time to take advantage over it.
WHY SHOULD I TRY MYE
Amazon is providing a great opportunity to start optimizing wisely. There will be no place for guessing what information will be appreciated by customers and what will push them away.
With the help of the MYE’s measurements you will know for sure what type of content will lead to the sales boost and higher conversion.
