Marketing professionals rely on A/B testing for emails, website content, social media and landing pages. But surprisingly, this functionality has never been offered on large e-commerce marketplaces, like Amazon, making it difficult to know which content and imagery your target audience responds (and converts) best to.
That is, until now. Amazon just announced that they are rolling out a tool called “Experiments”. For the first time, Vendor Central companies can run A/B Tests on A+ Content to optimize what matters most to their customers to help drive more sales.
What are "Amazon Experiments"?
When creating or designing content, it can be tempting to use your intuition to predict what will entice customers to click and convert. But basing marketing decisions off of a feeling, rather than fact, can be detrimental to success.
Amazon Experiments (also referred to as “Manage Your Experiments, or MYE) help you take the guesswork out of content optimization on your A+ Pages by allowing you to identify content that helps you drive sales.
A/B testing, also known as split testing, is when you split your audience to test different variations of content to see which one performs better. In order to do this correctly, you need to create a different version of one piece of content with changes to one variable. After you show the variations to different audiences, you can analyze which one performed better than the other.
How Do Amazon Experiments Work
Once you create two versions of your A+ Page with one variable that’s different, you will want to get both pieces approved for the same ASIN. Once this is approved, it only takes a few minutes to set up an Experiment. Simply follow these steps:
- Choose an ASIN that gets high traffic and is currently eligible for Experiments
- Submit your second content variation in the A+ Content Manager
- Once both variations of content are approved, create your A/B Experiments
Why are Amazon Experiments Important?
Optimizing your A+ Page with Amazon Experiments can help you convert more sales on Amazon. Each customer that comes to your details page will either see variation A of your content or variation B. Whichever version the customer sees, they will only see that variation, not both.
At the end of the Experiment, Amazon will provide your brand insights on how each version of the A+ page performed so you can determine which one to use moving forward. Amazon usually sends these analytics within 4-10 weeks.
Currently, Amazon Experiments is only available to Vendor Central accounts, and it is still in “Beta” testing. The service is free from now until the end of the calendar year (12/31/19), so now is the perfect time to take advantage of this tool to give your brand a competitive edge.
If you have any questions on how Amazon Experiments work or need assistance with increasing sales on Amazon e-commerce, get in touch with Amplio Digital today!