If you’re an Amazon A+ client, you are eligible to participate in its new ‘Manage Your Experiments’ feature.
This tool encourages clients to A/B test their A+ Content with the aim of using metrics provided by Amazon, to improve sales. A+ Content is Content that is set up by Amazon for ASIN (Amazon Standard Identification Number) products. Clients can do the design & layout work themselves, or Amazon allocates a professional team to enhance client’s listings for a fee.
The new Manage Your Experiments tool provides clients with a method of interchanging various Content on their listings’ details page, to see which layout attracts consumers’ attention the most. Clients can experiment with different image sizes, placements & qualities, as well as adjustments to text & other layout features.
The following tests are recommended by Amazon Brand Services:-
1. Show a large image on the A listing, but smaller images that show every aspect of your product on the B listing.
2. Include the company logo on the A listing, but not on the B.
3. Show different angles of the product —photos taken from the left, as against those from the right.
4. Text rather than image heavy layout.
There are many more, but sellers are encouraged to test sparingly & run their experiments for a duration of at least 6 weeks, to truly accrue benefit from the program.
Sellers with A+ Content have the ability to set up experiments on their Seller Central dashboard, and engage with the data to find the best possible display to drive sales.
To get experiments up & running, sellers need to have 2 different strategies to test, changes can be made to either of these listings during the experiment, but sellers are encouraged to make only one major change at a time in order to benefit conclusively. Results are available to sellers in an easy-to-understand format, which includes comparative graphs and textual reports. This data will offer insights, which may then be used to format marketing strategies that sellers can be confident in.
Competition within the Amazon marketplace as well as on the Internet as a whole, is very stiff. Sellers need to present the best possible advertisement for their products in order to increase profits, so this new tool should come in handy.
