By As an Amazon FBA seller, you’re always looking for the next strategy to outpace competitors and boost your sales. But here’s the big question: how do you know what’s really working? External split tests have emerged as a powerful tool, promising insights that can transform your product listings and marketing campaigns.
However, are these tests truly reliable indicators of success on Amazon? Before you dive into split testing, let’s uncover how this strategy can impact your sales—and whether it’s worth your time.
Explore More: Ultimate Guide to A/B Testing your Amazon Listings
Table of Contents
How External Split Tests Affect the Ranking of Your Amazon Product
This makes optimization the key for any seller wishing to boost sales and ensure their products are easily seen in the amazons competitive environment. There is also external split testing that can be used to this effect.
If you look for information about customers and their activities beyond the Amazon FBA environment, you will be able to receive useful insights for adjustments.
But how precisely does external split tests affect the Amazon ranking? Let’s jump right into 10 interesting ways this method can do the trick for your business, along with examples and scenarios about when and why it is useful.
Maximising The Click Through Rate Of Product Titles
Why It’s Helpful
The main title of any product being sold could be the first thing that a buyer will see before making an order. It is a vital part that influences the prospects of your listing to be clicked or totally overlooked.
On Amazon FBA, a higher click through rate (CTR) tells Amazon’s A9 algorithm that your product is relevant which in turn enhances your ranking. External split testing will help you determine which of your titles work best with your target audience without having to test them on Amazon.
Example
Let’s say you are selling coffee mugs. You run a Google Ads campaign to test two titles: Some of the mugs include; “Premium Ceramic Coffee Mug – 16 oz” and “Large Coffee Mug with Lid – Microwave Safe.” From this test, you get to realize that the second title offers a 30% higher CTR.
This information shows feature preferences such as size and microwave compatibility that you can use to improve your Amazon listing.
When to Use It
This method is especially helpful during the product launch phase when you’re building your listing, or when dealing with a product that has low CTRs. External testing makes sure that the changes you are making will actually have an effect and are based on some information.
Finding Out the Best Product Images for Engagement
Why It’s Helpful
The images that potential customers see for a product are crucial to the Amazon CTR and conversion rates of your product, as they are the first view that customers have of the product.
Split testing images externally means to upload the visuals to your marketing platform and then see how they are received among your audience before uploading them to your Amazon listing. This is not only time-saving, but it guarantees that you will be using visuals based on data that will trigger clicks.
Example
Amazon FBA sellers are comparing Facebook Ads and lifestyle shots (a coffee mug on a cozy sofa, for example) to plain images on white background. The test finds that lifestyle images produce a 40% higher engagement rate than plain images.
Knowing this, the seller chooses lifestyle images for the Amazon main image as these images improve click through rate and sales.
When to Use It
Try this approach prior to the uploading of new product images, when you are changing the brand for the seasons or when you have old product images that need to be updated to meet current standards. It’s very useful in visually focused niches like home & decor, fashion, and food & drinks.
Price Points for Conversion Rates Optimization
Why It’s Helpful
Price is a major consideration when making a purchase. This not only results in more sales, but also increases your sales velocity, a key factor in rankings on Amazon. External split testing enables you to try out different pricing models without having to lose your Amazon sales history or statistics.
Example
Amazon FBA sellers apply two prices, $19.99 and $22.99 during an experiment on their Shopify store. The analysis shows that though conversion rate decreases with the higher price, the difference in the profit margin outweighs this effect.
From this, the seller is able to place a price of $22.99 on Amazon, this being the optimum level of conversion and profitability.
When to Use It
Used to determine price points when unveiling a new product, for instance during the festive seasons or when offering promotion prices. That way you are on the right track by ensuring you are getting the best of the sales and income.
Traffic Analysis Of The External Traffic
Why It’s Helpful
Shipping external traffic to your product listing helps drive more sales, and also tells Amazon that your product is worth promoting. When you let the traffic sources fight each other, you will be able to see which one yields quality traffic and which one converts into sales.
Example
A seller uses paid ads on Google Ads and Instagram Ads and drags traffic to the specific Amazon listing. The split test shows the conversion rates for Google Ads traffic is 20% higher than for Instagram Ads traffic.
This understanding enables the Amazon FBA seller to spend the advertising dollars in the right manner to improve the outcome on Amazon FBA.
When to Use It
Use this technique when starting external advertisements or when you want to bring some life to an existing listing. It is a great way to guarantee that your money spent on external traffic brings value to your business.
Improving the Product Descriptions for Boosting Conversions
Why It’s Helpful
A great product description is key to increasing conversion rates, which in turn, reflects the product’s standing on Amazon FBA. When split testing descriptions are done externally it is easier to determine which formats or messages are likely to work best to the target market.
Example
Amazon FBA seller tests two description styles through an email campaign: one of them was a list presentation of the features and the other was a descriptive presentation of the benefits.
The detailed description will increase conversion rate by 15%. Due to this, the seller changes the Amazon description and makes it more focused on the story.
When to Use It
This is very useful especially if your listing has a lot of traffic but very few sales. Utilize the split testing to get a better message that will turn the visitors into buyers.
Promotional Offers and Discounts
Why It’s Helpful
Any deal can increase the sales velocity which is one of the factors, which affect the ranking on Amazon. Split testing externally is important so that you can be sure you are using the most effective promotions to attract traffic and conversions.
Example
A seller experiments with two promotions, one with the message “20% off” and the other with “Buy one, get one at 50% off” through a Facebook campaign. The BOGO offer performs better as far as traffic and conversion are concerned when compared to the discount offer.
In this case, the Amazon FBA seller uses this promotion on Amazon during a holiday sale and increases the sales velocity.
When to Use It
As a result, it is recommended to perform these tests during the peak shopping time, for instance, Black Friday or Prime Day.
How to use keywords in Ad Copy
Why It’s Helpful
Keywords are the essential elements of both Amazon SEO and advertising strategy. Split tests that are done externally can show which keywords are the most popular and which ones generate the most conversions, in order to help you improve your Amazon listings.
Example
Amazon FBA seller tests two ad headlines: we bid on the keywords like ‘Best Organic Dog Treats’ and ‘Healthy All-Natural Dog Snacks’ for Google AdWords.
The first headline can get 30% more clicks than the second one. By applying this data, the seller modifies the Amazon title and backend keywords and elevates the product ranking and sales.
When to Use It
Do these tests before you make revisions on the keywords so that you have data to support your changes.
Customer Preference Analysis through Feature Testing
Why It’s Helpful
Knowing the tastes of the consumer you can adjust your offer and make it more interesting for them. This is because split testing features that are located outside your website offer you a lot of important information on what matters to your traffic.
Example
A seller asks in an Instagram poll the question: ‘Which would you prefer? Compact Packaging or Eco-Friendly Packaging?’ It is the green product that gets the majority of the vote. The seller adds this feature to the Amazon listing and, therefore, meets the customers’ needs and wants.
When to Use It
This is a useful approach when in a business introducing new product variants or when modifying existing products in order to be more competitive.
Test New Product Concepts Before Launch
Why It’s Helpful
Introducing a new product into the market is a big gamble. Of the ideas, split testing externally allows you to check the demand and thus make sure that your investment is worth it.
Example
Amazon FBA seller develops two fictitious ads for the “Travel-Sized Hair Dryer” and the “Cordless Hair Dryer.” The cordless option has the higher interest, thus the seller’s decision to focus on this for their Amazon launch.
When to Use It
It is advisable to do it during product development or as you are launching a new product into the market to avoid losses.
Experimenting with Bundling in an Attempt to Boost AOV
Why It’s Helpful
Bundles can increase the value of each order that is placed which in turn increases sales velocity, which in turn can raise the Amazon ranking. External split testing helps you to be sure that your bundles are attractive and profitable to the clients.
Example
A “Shampoo + Conditioner Bundle” is compared against “Shampoo Only” using an external landing page to a customer. The bundle increases the sales and the average order value. The seller uses the same strategy on Amazon and therefore gets higher rankings and profits.
When to Use It
Apply this method when you want to raise the AOV or make your products stand out from the competitors.
How to Implement External Split Tests in Your Amazon Store
External split testing is another method of improving your Amazon store’s performance and collecting data from other platforms.
Through changing the titles of the products, the images, the prices and the descriptions of the products, you can be able to get the best traffic as well as the highest conversions. Here is a step-by-step guide to conducting external split tests effectively:
Identify the Key Variable to Test
Why It Matters
What you cannot do is try to change everything at once; this means identifying one area that has the greatest chance of producing a significant change. This could be the title of your product, the main image, the price of your product, the description or the special offers that you make.
How to Do It
Check your Amazon listing metrics to find out which parts of your listing are not doing well. For example, if your CTR is rather low, then you should try to optimize your product title or image.
Use the customer feedback or reviews to know the upcoming issues to address. If a customer has a problem with describing something, try to change the type of description or its style.
Selecting the Right External Platform
Why It Matters
The platform which you select for split testing should be relevant to your target audience as well as the type of testing you want to conduct. This is because each of the platforms has its specific strengths as regards the size of the audience it can reach and the information that can be gained from it.
How to Do It
Google Ads: Best for checking on product titles and keywords.
- Facebook or Instagram Ads: This is very useful for image-based tests, promotions, and messages based on the general lifestyle.
- Shopify or External Landing Pages: These are for testing price points and bundles only.
- Email Campaigns: Suits testing description and messaging styles.
Create Variations for Testing
Why It Matters
In order to perform a split test you have to have at least two versions of the element you are testing. Such variations should be rather apparent to generate valuable implications.
How to Do It
This is in order to advertise product titles; experiment with keyword positioning or features. Example: “Organic Cotton T-Shirt – Gentle on Skin and Sturdy” v/s “Organic Cotton Daily Wear T-Shirt with Durability.”
For images try a lifestyle photo and a white background photo. When it comes to pricing, use a low price against a higher one in order to see at what price customers are most likely to convert.
Define Success Metrics
Why It Matters
You have to know what you want to achieve with the split test in order to be able to monitor its success. Otherwise, the results can be viewed in different ways and will not be useful for making certain decisions.
How to Do It
Choose a single key performance indicator according to your objective. For example:
- CTR: For the testing of the titles and images.
- Conversion Rate: For prices or descriptions of the products.
- Traffic Quality: The only reason that could make one use this method would be to test some promotional offers out.
Try to use other KPIs like cost per click (CPC) or average order value (AOV) to get the more precise picture.
Set Up Your Campaign
Why It Matters
A well designed campaign helps you avoid sampling errors and get rid of the potential bias in your results.
How to Do It
Some of the A/B testing tools can be found on the chosen platform. For instance, Google Ads and Facebook Ads have a split testing feature integrated into them.
Make sure that all variations have the same chance of being seen by the consumer. For example, when working with an ad campaign, allocate the same budget and time for both variations.
Compose strong ad text and inclusive of effective call to action (CTA) that is consistent with your testing objective.
Test for an Appropriate Time Period
Why It Matters
Testing for a short period may lead to lack of enough data for analysis whereas testing for a very long period may be time wasting and may as well slow down the process of optimization.
How to Do It
It also depends on the traffic that you subject your application to. For high traffic campaigns, sometimes even a few days would do the trick. For low-traffic campaigns, you may have to execute the test for two weeks or so.
However, it is recommended not to make alterations to the process during the test as it may alter the outcome.
Analyze the Results
Why It Matters
Finally, the most important task is analysis of the data to find out the best variation and reason for its victory.
How to Do It
To find out which variation is the most effective one, use the analytics tools to compare the results in terms of your success metrics.
It is necessary to find the statistically significant differences. For instance, if it is observed that the CTR of variation A is 20% higher than that of variation B then variation A is preferable.
Use the Winning Variation strategy on Amazon
Why It Matters
Once you have established the winner, it’s simply a matter of applying the winning variation to your Amazon listing and therefore ensuring that you are making changes to your store based on data insights.
How to Do It
If the title, image, price or description has won then ensure that you update the Amazon listing with the new one.
After making the changes on the listing, track the listing’s performance in order to see if the changes made have brought the desired output.
Iterate and Optimize Further
Why It Matters
Unfortunately, optimization is not a one-time task. With continuous testing, you can be more agile than your competition and meet the ever shifting needs of the customer.
How to Do It
Utilize the information from each test to further the following tests. For instance, if a lifestyle image was more effective, then various other lifestyle situations should be tried. Try new variable values like increased brand content (A+ content) or product bundling.
Document and Share Learnings
Why It Matters
Recording your tests is useful in fine tuning your overall marketing strategy and not repeating the same mistakes over again.
How to Do It
Record the test environment and outcomes, as well as the most important lessons learned in a spreadsheet or a project management tool.
Be sure to “tell” your team what you’ve learned to ensure that everyone knows what to do to succeed with your audience.
Top Mistakes Amazon Sellers Make During External Split Tests
Testing Too Many Variables at Once
When changing several factors at once, for instance, title, image and price, it is difficult to establish which variable led to the results observed. Such vagueness results in wrong conclusions and wrong approaches that are to be taken.
- For instance, if you are to test the product title and the image at the same time then it would be challenging to determine whether the CTR or conversions were influenced by the title or the image.
In order to not repeat this error, ensure that there is only one variable in each test. If you want to test product titles, it is recommended that the rest of the listing components stay the same. For instance, if testing images, it is better to avoid changing the title and price.
It will give a clear picture of the changes made and which change has had an effect on the conversion rate. Also, employ the same testing approaches and metrics to identify and quantify the impact clearly.
Choosing the Wrong Audience
The choice of audience for your split test is a critical factor that will determine how successful the test will be. If the audience doesn’t correspond to your target customer base on Amazon, the results will not lead to the improvement in the sales.
- For example, a brand testing a luxurious product could get feedback from a group of people and find out that the product does not meet the expectations of Amazon’s luxury consumers.
To this end, you should consider using Google Ads or Facebook Ads to promote your Amazon store to demographics that closely resemble your Amazon buyers.
Some of the tools that can be used in the refinement process include; Customer persona templates to help in defining target audiences by geography, interests and buying behaviors.
Thus, the audiences for the tests are chosen to resemble actual Amazon customers to ensure that the insights generated are both practical and applicable.
Running Tests Without a Clear Hypothesis
Split testing without a hypothesis means that you are just experimenting with no real goals in mind. This lack of direction often leads to the squandering of resources and unproductive and unclear results.
- For instance, if you are testing product descriptions without a particular purpose in place, you will have difficulties in determining whether the changes you have made enhance the conversion rates or the CTR.
To prevent this, one should set a hypothesis at the beginning of each test. For example, let’s assume that incorporating lifestyle images will boost the CTR by 15%. This hypothesis should be used in the creation of your test plan, choosing the right success criteria, and in the evaluation of the study.
Recording hypotheses and results apart from making the process more understandable also provide good reference points for future improvements.
Using Inadequate Sample Sizes
Limited number of samples may result in low statistical power which in turn hampers the formulation of conclusions that can be implemented.
- For example, if you try out a variation on a small sample of users, you may get results that are more attributable to luck than anything else.
Make sure your test reaches enough people to be statistically significant. Find out the necessary sample size you need to achieve your desired conversion rate from the calculators available online taking into account the level of confidence you want to have.
High traffic platforms like Facebook or Google can be used to collect enough sample sizes since sufficient sample sizes can be obtained. Furthermore, don’t terminate tests after a certain period when one variation is seen to be better than the other. Reliability and utility are the benefits of waiting for more accurate insights.
Ignoring Key Success Metrics
If you don’t have a clear set of metrics then there is no way you can measure the success of your split test. Amazon FBA sellers tend to pay attention to the wrong metrics or track nothing at all. For instance, focusing on impressions rather than conversions will distract from the sales that a test can produce.
This means that you should match your metrics with your test objectives, for instance, CTR, conversion rate or cost per conversion. To track these metrics with precision you can use Facebook Ads Manager or Google Analytics.
Use the previous metrics from your current Amazon listing to track the improvements made to see the difference.
Not Running Tests Long Enough
Stopping a test prematurely can lead to incomplete data which in turn leads to wrong conclusions. Weaknesses include that short period traffic patterns or seasonality could make results unreliable in the longer run.
Dependent on the traffic and objectives of your campaign, set a minimum test time for your campaign. Do not conclude the test early, if one variation seems to outperform the other in the first trial.
- Some factors that are out of your control, for example, a holiday or a sale may affect traffic in the short run, and it’s advisable to carry out the test for a longer period to accommodate such changes.
Neglecting Mobile Users
Most Amazon customers shop using their mobile devices, but some Amazon FBA sellers set up split tests that are only compatible with desktop viewers. This oversight can cause problems and negatively affect the mobile conversion rates.
- For instance, the desktop-optimized image may rank poorly when displayed on a mobile screen, meaning that wrong decisions will be made.
To prevent this, split test ad creatives, images and product descriptions between mobile and desktop. It is recommended to use the features of adaptive design to make variations adapted for the mobile display.
It is therefore important to track mobile specific metrics in order to understand how the site is performing and where it needs to be improved for mobile.
Failing to Implement the Winning Variation
Some Amazon FBA sellers omit the winning variation or take too long to implement it in their Amazon listings, and thus miss out on the benefits of the split variation test.
- For instance, not replacing a poor performing image with the best performing image might mean losing on sales.
Before starting the test, plan your Amazon listing updates. Once the test is over, use the winning variation in your listing right away.
It is necessary to track the effectiveness concerning post-implementation performance to assess whether the changes are producing the desired results. This means that Swift implementation will help you realize the benefits that come with using the test.
Overlooking Seasonal Trends
It is, therefore, advisable to conduct split tests during the high or low seasons without considering the trends of these seasons.
- For instance, if we compare the prices during a holiday sale event then it will not be the real picture of the customer’s behavior.
The strategy is to plan your tests at a time when seasonal influences will not interfere. In case of seasonal trends, it is better to use historical data to explain your findings.
Perform follow-up tests in periods other than the season in which the findings were made in order to confirm them and guarantee their applicability in the future.
Ignoring Qualitative Feedback
Split tests are numeric; however, refusing to pay attention to qualitative data like customer feedback or comments will only give you part of the picture as to why one variation worked better.
- For example, a test might reveal that a certain kind of product image converts better, though complaints from customers might suggest that this image is less representative of the product.
Gather the customers’ feedback by using surveys or social media polls in the middle of the split test. Even so, one must be able to scan through the reviews and messages in order to come up with the general trends concerning the test variables.
Qualitative information boosts your strategy, making it richer with quantitative data about the customer’s behavior.
The Impact of Split Testing on Amazon’s Buy Box Algorithm
Product Listings Enhanced Management
This is a feature on Amazon that allows sellers to split test various aspects of a product listing such as titles, descriptions, and images. For instance, a seller may try to market a product using the title: ‘eco-friendly’ versus ‘sustainable’ to see which one gets more engagement.
Using click-through rates and conversion rates, sellers are able to figure out which keywords are most effective for the variations in the ad.
Further, different images or even the change of the main image can affect the perception of a product. A clear and high quality picture usually results in high conversions as compared to a generic or low quality picture.
All these optimizations affect the Buy Box algorithm in one way or the other. Amazon’s Buy Box algorithm looks at how well a listing is performing when it comes to customer interaction, defining this as the number of times a particular item is viewed, the conversion rate of the item, and the customer satisfaction index.
When a seller optimizes the product’s title, description and image, they are simply improving the likelihood that the product matches the search query that the buyer is inputting which in turn will lead to more sales.
Therefore, the product can be ranked higher in Amazon, increasing the chances of winning the Buy Box. Therefore, proficient application of split testing helps the sellers not only to enhance the listings but also to gain competitive advantage as they increase their prospects of winning the Buy Box.
Enhanced Pricing Strategy
Pricing is one of the most important factors that determines a seller’s chances of winning the Buy Box on Amazon.
This means that by offering a range of prices for the same product, sellers can discover the best price for them to set to ensure that they both make a good profit from their sales and also increase their chances of clinching the Buy Box.
- For example, a seller may set two price points and see which price yields the highest conversion rate, customer satisfaction, and, more importantly, increase the chances of being listed in the Buy Box.
Most of Amazon’s Buy Box factors are related to price as the e-commerce giant likes to promote lower prices; however, it is not the only king.
The algorithm takes into consideration different aspects of the pricing such as price to be offered to the buyers, price competitiveness and performance of the seller. Quite often, even a marginal change in price leads to a significant shift in the number of Buy Box wins.
- For instance, a seller of phone accessories may run a pilot where he offers a particular product at $10 while another at $9 as a way of establishing which price level brings in more customers while in the process not having to compromise on the profit margin.
This data can help Amazon FBA sellers navigate how they can best price their products in order to qualify for the Buy Box. Nevertheless, some sellers can also discover that slight price hikes with other factors such as free and fast shipping will not necessarily harm the sales and the Buy Box share.
Improve the Services of Shipping and Delivery Time Optimization
Here in this case, shipping speed is one of the most important factors that influence the Buy Box on Amazon. Bulk sellers who may provide faster shipping or better delivery often tend to perform better in the Buy Box.
Amazon FBA sellers are also able to test different shipping methods and delivery times so as to discover the best shipping methods that help them clinch the Buy Box.
- For instance, a seller can decide to conduct an experiment in which he or she offers a product with two-day free shipping to the customer and compare it with the standard free shipping which takes between five to seven business days.
A/B testing can show the effect of quicker delivery times on conversion rates and the customers’ satisfaction level.
Many products with the feature of fast delivery, for instance, Amazon Prime, not only get more orders but also have higher chances of winning the Buy Box as Amazon aims at meeting the customers’ demands on delivery time.
Besides, sellers can also try to set different fees for shipping. Whether or not shipping is free or paid also plays a role in the Buy Box availability. Free shipping is liked by customers and charging a small fee for expedited shipping may not greatly affect conversion if the product is reasonably priced.
Enhanced Customer Feedback and Reviews
Reviews and feedback given by the customers are very key in determining the position of a product in the Amazon Buy Box. The sellers with good reviews, feedback and strong seller rating are more likely to secure the Buy Box.
You could also use split testing to test different ways of getting customers to leave their reviews or even to enhance the overall customer experience which in itself plays a big role in winning the buy box.
- For instance, a seller could experiment with the outcomes of sending a follow up email to a customer after a sale to get feedback. Some of the examples of the email might state a clear need for a review, while the other might just ask for feedback.
The seller can then determine which approach helps him to get a greater number of reviews and which approach leads to higher quality reviews.
The Buy Box algorithm takes into account the positive reviews and trust and reliability that the product possesses. Also, split testing can assist the sellers to find out how best they can respond to the negative reviews.
- For example, a seller may try various methods of dealing with complaints, giving a refund, changing the product, or improving the level of service provided, to find out the effect of such actions on their rating.
Therefore, Amazon FBA sellers should enhance their customer satisfaction to enhance their standing and to increase their possibilities of clinching the Buy Box.
- For instance, if a seller needs to learn what it takes to offer an extra mile service to customers when it comes to negative feedback, then they may realize that when they attend to the customers’ needs in a special way, the customers may respond positively and offer positive feedback. This can also result in improved Buy Box metrics that are essential to the success of the seller.
Improving Seller Metrics and Performance Metrics’ for the Seller
Amazon Buy Box metrics include ODR, late shipment rate, and customer feedback to determine the best seller. This way, Amazon FBA sellers can fine-tune these metrics through split testing and coming up with ways of enhancing order fulfilment, shipping time and, therefore, customer satisfaction.
- For instance, a seller may vary the order fulfillment approach – using Amazon FBA or fulfilling orders independently using FBM. Thus, the seller can understand which of these methods results in less mistakes and higher productivity.
Lowering the ODI and reducing the number of late deliveries on the other hand can contribute to the seller’s performance in the Buy Box rankings.
Lifestyle vs. Product Images
Take advantage of TikTok being a video-sharing app by experimenting with two different styles of images to see which resonates more with your target market.
- Of course, one way is to launch two campaigns each targeting a different type of ads; the first campaign may consist of life, set or lifestyle pictures or videos where the person wears or uses the product (e.g., where the audience sees people using your brand’s clothes); the second campaign may only consist of pictures or videos showing the details and benefits of the product (e.g., where the audience looks at the details of your clothing brand).
The idea is to determine which type of content your target audience uses more: the one that is oriented on emotions and a dream (lifestyle) or the one that is more informative and focused on the function of the product (product).
That way, brands can figure out which ad style drives the most clicks, higher engagement, or improved conversion on Amazon.
- For example, the fitness gear brands could try to move from presenting the technical qualities of the product in use to using athletes to model the product. Because Lifestyle ads may appeal more to the heavy buyers, the product category ad may appeal more to the informed buyers who look more at the features.
Through this test, the brand is made to fine tune its Own-Label message and advertising appeal into the intended market segment which over time will increase the traffic and sale to Amazon.
Hitting Targets by Trends in Contrast with Interests
Since the system of recommendations in TikTok is based on trends and interests, brands can adjust the audience very accurately.
To optimize this, consider running two separate campaigns: one is for attracting the users which use current trends like most trending songs or challenges, the other one is for the specific interest according to your product.
- Trend-based ads rely on quick virality on the app known to be a favorite of Gen Z. Regarding awareness, there is an opportunity to quickly gain results by tapping into viral songs or dances or a popular topic for a couple of days.
Nevertheless, Interest-based ads help the advertiser target those people who have shown some level of interest in what you are selling.
- For example, an eco-friendly beauty brand should be marketing itself towards audiences seeking out sustainable trends instead of marketing towards users particularly interested in natural cosmetics.
Influencer Partnerships: Macro vs. Micro Influencers
TikTok exploits influencer marketing, both by macro influencers (the ones with millions of followers) and micro influencers (those who have thousands of followers but specialized niches).
Some people might prefer working with the traditional influencers while others testing with the new school influencers will prove helpful in determining which type of influencer will help promote your Amazon account.
Macro influence normally implies that the influencer will provide you with a wider audience and a large number of people will see your product, but the end users may not be as many, this is because the influencer does not have a highly targeted audience.
The same way, we have micro influencers, who work, however, with limited reach of the audience, yet their audience tends to be more engaged and responsive to the call to action, thus, their conversion rate could be higher but for lesser clients.
- For instance, a tech gadget brand can collaborate with a big shot who is a tech enthusiast with millions of followers and will contrast it with several micro-influencers who mainly focus on the tech niche.
Offer Testing: Discounted vs. Full-Price Ads
A readily effective idea with TikTok ads is to compare the influence of discounting to regular price strategies.
This format is useful in times when brands create promotional campaigns including limited offers and discounts.
Comparing the results of the stay discounted ads against those of full price ads can reveal which offers are more captivating to your audience, guiding you on how to approach your pricing and sale’s strategies.
It means that when we place ads at a cheaper price we create an impression that such an opportunity will only be available for a limited time.
- For instance, a fashion brand selling clothes can shift traffic and sales from a TikTok advert that gives a discount of 20% thereby making customers find some products cheap.
Trying out these two methods will give you an insight as to which type of offer will be most effective with your targeted audience.
- For instance, let’s suppose that the tech firm sells its products mostly at full price, and when the focus of the ad is placed on the improved quality of the products and introducing new technologies, the tech firm will observe better conversion figures. That way you can find out which one offers you the best results in terms of manipulating the pricing model in Amazon.
Frequently Used Call to Action (CTA) Alternatives
When it comes to TikTok advertisements one of the most important elements is the Call to Action (CTA). Another very effective Amazon advertising component is that by performing split tests of different CTA offers, a seller will be able to understand which message generates the most clicks on the Amazon listing.
They have discovered that slight modifications in the wording have a dramatic effect on results.
- For example, where the products can be used for immediate purchases, as in the case of the “Shop Now” button, while the “Learn More” button will be appropriate where the products take time to explain or if they have certain special features.
Split testing of CTAs illustrates which form of words individuals are most likely to interact with. For example, a kitchen appliance brand could test two CTAs: “Get Your Copy Now and Save,” or “Don’t Miss Out on the Next Big Thing—Click to Find Out Why.”
The first one might lure price sensitive consumers, while the second might interest users with specific focus on the product and the functions it offers.
From these tests, you will be able to fine-tune your message and make sure that your TikTok ads, indeed, result in as many clicks to your Amazon product pages as possible, hence, doing all that is possible to sell.
Video vs. Image Carousel Ads
Having several ad formats, the dynamics of video and carousel image ads show great potential and testing what exactly should be shown on your products would be beneficial. Video ads are fixed on the screen and hence are perfect for products that require demonstration or for telling a story.
Finally, carousel image ads enable the user to swipe through product images which may be beneficial for promoting features or a different color of the product.
- For instance, a home décor brand could test a 15-second video ad of a product’s use in a living room against a carousel ad with multiple views of the same product from different angles or in different settings.
In this way, you then learn that one of the formats brings in many more clicks, meaning more people visiting your Amazon listing. Video ads could lead to more impressions than carousel ads but carousel ads can lead to more well informed clicks since they give out more tours.
You are going to take this split test to optimize the creative approach to TikTok ads and boost sales on Amazon.
Testing Different Ad Lengths
On TikTok it is also possible to make short videos (no more than 15 seconds) and long ones (up to 60 seconds) and both types are quite useful.
Not all videos should be of the same length- splitting tests of these videos enables you to physically see which of the videos will be more engaging to the targets and create more conversions to your listing on Amazon.
Shorter videos are effectively used to gain viewers’ attention and convey a simple and short message and when it comes to longer videos they can be used to inform about the details, perhaps, features of the product, or using customer feedback, or a demonstration of the product.
- For example, a supplement brand could run a 15-second advertisement where the objective is to highlight main benefits of the product, while the 60 second video could present information about the product and a brief word from a customer.
It is possible that the short-form video will prove more efficient in terms of sheer interest creation, whereas the long-form video will bring long and informed conversions.
When you look at the outcomes of these examinations, you will be able to figure out which length is finest for your particular product and target market, therefore increasing Amazon revenue.
Temporary vs. Permanent Campaigns
It is crucial to know how timing plays a role in your sales when choosing between running seasonal and evergreen campaigns. Black Friday, Christmas, or the launch of a new line is another driver because these calls bring people to your Amazon listings with the intention to buy as soon as possible.
On the other hand, there are annual campaigns intended for the year and these are most effective for conveying the quality and sustained value of your products.
- For instance, a toy brand may try a campaign such as, ‘get a special Christmas discount on TikTok and sales are higher during this festive season. However, a value-selling campaign that could be run for the toy all year round would always push sales but not depend on the festive season.
This way you can launch both – you can see the results of seasonal campaigns to define if it brings enough traffic to cover the cost of the campaign or if constant, consistent campaigns will drive better growth. This will help you to even out your spending and to plan your advertising months in advance for the best impact.
Prospective copying and Sources and Types Comparison
Tik Tok is creative and diverse that accommodates many content styles. By implementing this experiment, you would be able to compare the two, and see which one suits your audience best and force them to at least scroll through the listing.
Emotional appeal may thus refer to aspects such as narrating on how your product makes a certain user happy or utilizing information on how the product addresses a certain issue. But, the content based more on logic involves the elements of the product, its advantages and specifications that will interest more rational buyers.
- For instance, a wellness brand will come up with an ad where the view is encouraged to embrace healthy living and feel good rather than an ad where the view is given factual information about the wellness product.
It may be seen that emotional content is more suitable for the promotion of the lifestyle type of products, while numerous and convincing arguments can appeal to the customer’s rational decision.
Ad Timing: Maximizing the Impact of Ad Delivery Time
Quite often, TikTok offers even more precise scheduling for ad posts so that you can experiment with their impact during different hours and detect the best time for publishing when your target audience will be most willing to interact with your promotion and make a purchase.
You can therefore compare the results of places in your ad when the traffic is rising and lower, such as during a lunch break or in the evening as compared to the early morning or late at night.
- For instance, a travel gear brand may look at the effectiveness of the ads aired during work from, therefore, targeting business travelers, compared to airing the ads in the evening when leisure travelers are browsing.
To make sure your ads are delivered at the right time and to the right audiences, you’ll need to identify which time slot has the most engagement. This split test can tell you about the best ad schedule for conversion rates and increase your Amazon business with less investment.
Split Testing Strategies for High-Ticket Amazon Products
A number of split test strategies to market and sell high ticket price products on Amazon. Therefore, if you’re selling some expensive products on Amazon, you’ll find split testing quite helpful as you make your necessary adjustments to optimize your listing as well as your ad campaigns in a bid to transform a viewer into a buyer.
Due to the fact that prices of the product are a little high in relation to the complementary products, customers are more rational, thus the slightest variation can affect sales. Below are several key split testing strategies tailored for high-ticket products:
Price Testing
With such products, potential consumers are usually discouraged by the initial price they have to pay. Defaulters to cross-sell testing of full price or financing options or monthly payments to determine which of the two yields better results.
Including financing solutions can therefore help to alleviate a level of buyer resistance that could result from potential high cost.
- For instance, a luxury mattress brand may seek to optimize between a product page that has a “Full Price” button and a page with a “$0 %APR Interest-Free Financing” button. If and how each impacts the purchase decision is another great way to decide if offering flexible payment terms actually increases conversion or if customers are more likely to buy these products at full price.
Review and Rating Display Testing
While opinions expressed by other customers are vital for product perception, it is especially true regarding expensive goods and services.
A/B test how reviews and ratings look on your Amazon product page. Investigate whether presenting the number of ratings equals to presenting featured rating or making an accent on the star rate.
Also, try rotating the types of social proofs on the page, for example, replacing the badge ‘You are buying from a trusted shop with high customer ratings…’ with the testimonial of one of the popular influencers.
- For example, a luxury camera equipment brand might experiment with a carousel with reviews to use instead of creating a test with the average star rating of a message such as “The best camera equipment I have ever purchased. This will enable you to ascertain which of the two presentation styles of the reviews creates more trust and leads to a sale.
Description Testing: Feature-Focused vs. Benefit-Focused
The wording of your product description plays a significant role in convincing customers of the value of your high-ticket product. Split test descriptions that are focused on product features versus those that focus more on the benefits.
High-ticket shoppers typically want to know how the product will improve their lives, solve their problems, or deliver long-term value.
- For example, a particular kitchen appliance could feature one description based on the characteristics (such as motor function, material used, and warranty) and the same appliance may present another description based on the value delivery (time saving, cooking surface quality, or the overall customer experience).
That means testing these descriptions can assist you to ascertain the difference between what your target demographic finds appealing about the product; the technical details or its appeal based on their lifestyle.
Trust Badges
This differentiation proves that the marketing messages created in the course of a marketing campaign are standard or can be customized. Thus, high-ticket buyers require assurance before they are able to make the purchase of such a product.
- Currently, it is possible to carry out an examination of the effect of combining trust badges with standard messages, such as “Amazon’s Choice,” “Fast Shipping” (generic or product-specific) and longer or more personal messages, such as “30-Day Money-Back Guarantee” or “Free Setup and Installation,” for high-value products.
- For example, a luxurious home appliances brand could conduct an experiment where a traditional badge “Fast Shipping” could be presented against the background of a more targeted badge “Free Setup and Installation.” If the latter rises, it could mean that added value services make customers more trusting and bring them nearer to a sale.
Season Performs Shipping and Return Policy Testing
The major concern that customers are likely to have when making purchases of high-ticket items is the cost of shipping and return policies Among these, the cost of shipping and return policies is the most crucial one.
One variant with an announcement about free shipping and another variant stating there is a standard shipping fee to pay, and an option for a return policy message – a plain 30 days to return or a more appealing call to action, such as No Questions Asked Returns.
These elements may eliminate the second thoughts and make customers proceed to the final stage, the purchase.
- For instance, try a version of your product page that has a banner “Free Shipping” against another page that shows shipping charges but has a robust and flexible policy on returns. The results will serve you well in determining whether the removal of shipping costs or having a flexible returns policy is a more compelling factor for expensive purchases.
Urgency and Scarcity Tactics
It can also be useful to help to create a sense of urgency, making sure that customers buy your product or service as quickly as possible, especially if it is expensive.
Experiment between using ‘limited stocks left’ messages such as ‘only 5 left in stock’ and ‘limited time offer’ for instance ‘sale ends in 24 hours’ to know which will actually yield better results.
- For instance, a luxury watch brand may have a product page that shows “3 in stock” against a similar page with the copy “Deal ends tonight.” If you know which of the two increases urgency-paced purchases most, you can configure your product offering and promotion.
Audience Segmentation: New vs. Returning Customers
If you are testing ads or product page elements for high ticket items, it may be useful to divide a customer base into those who are returning to your website and those who visit it for the first time, in an attempt to see which marketing initiatives are effective in which case.
This is especially the case when one customer base consists of both new clients who would require further convincing or existing clientele, who would be more inclined to subscribe to a service if offered an exclusive discount.
- For instance, a luxury fashion brand can produce two distinct campaigns: one for new clients, targeting the brand with a first-time buyer’s discount and another for the existing loyal customer, reminding him/her that new products have arrived and he/she has early access.
The empirical investigation of these hypotheses will show whether using custom copy and targeting certain segments improves conversion and sales levels of high-value products in the Amazon context.
The Use of Chatbots in Amazon Split Testing Campaign
Chatbots are now deployed to e-business sites such as Amazon to provide customer service, boost sales conversions and assist in A/B split tests.
People in the customer base allowing for a direct sale process for the customer, and when used in an appropriate A/B testing manner, can give good insight into what triggers a customer to engage and to purchase. Below, we explore the various ways chatbots can play a role in Amazon split testing campaigns:
Personalized User Interaction vs. Standard Responses
Amazon split testing allows you to compare different varieties of a chatbot interaction to determine the type that increases your visitors’ propensity to purchase.
One of them could be based on the individual interaction with the customer, where the chatbot could suggest things corresponding to the obtained history or preferences. On the other hand, the typical response by a chatbot might be to attend to broader issues such as answering questions regarding products.
- For example, if a user is on a page of a specific kitchen appliance, the chatbot can offer a creative approach such as: “Since you are interested in premium blenders, you might find this model interesting,” or a more neutral one that encourages the customers to ask questions, such as “How can I help you?”
It is what can be tested to find out whether the interactions that are presented using the specific data rear increased conversion rates due to the handling of customer needs.
Product Recommendation Chatbots
Consumers take time to be convinced into making a high ticket purchase in most cases. A chatbot aimed at providing products based on customers’ behaviour or searches, can be compared to a basic chatbot that only answers questions.
The aim is to determine if the use of a positive, recommendation-friendly chatbot improves sales, if implemented for individuals unable to decide which product to purchase.
- For instance, in a case where a customer is interested in a luxury watch, the chatbot might help them with (e.g., “Would you also like to view our strap accessories for this model?”) or in areas such as material quality or manufacture method.
Comparing regular basic virtual assistants and these focused on making recommendations, can help to determine if active suggestions increase sales of expensive products.
Response Time Testing: Instant vs. Delayed Replies
Especially when it comes to concerns that interested consumers may have, through the chatbot, one is in a position to know how response time affects engagement and hence, sales.
Some customers may find representatives who can answer them immediately, while others are more okay with representatives who take time to come up with the best response. The impact of timing of response can also be decided by testing the chatbots at different response speeds.
- For example, you could compare an avatar which answers to queries about delivery time instantly with another avatar which can only answer in a few seconds. The test would show whether fast responses diminish bounce rates and increase conversions or whether a more measured response gives customers a greater sense of security when making a big purchase.
Offer and Discount Informations
It also becomes easy for the firms to use chatbots in notifying customers on their special offers, discounts or even bundled products while shopping.
- A/B split testing for the use of special promotions, as orchestrated through chatbots for example, can reveal if such a novelty provides a much-needed boost to sales volume.
It is possible that you will try different scenarios: where there’s a chatbot offering a discount code after several conversations versus where there is an offer immediately.
- For example, a potential buyer querying for fitness equipment on Amazon may be asked by a chatbot if they need a high-ticket fitness equipment, proposing an automatic 10% discount for the first time they buy through the chatbot as opposed to the one that does not offer this immediately after admitting the query and then waiting for several queries before making the offer.
This will allow you to find out which method creates a sense of the urgency higher than other approaches and stimulates customers to the purchase.
Lead acquisition and Customer Interaction
Chatbots are also helpful in lead generation by asking customers questions that allow the marketer to obtain customer information for further marketing communication via an email address or phone contact.
In Amazon split testing, this aspect can be used to find how much people are willing to provide contact details to get a more fulfilling conversation compared to speaking to a chatbot which can only answer queries regarding the products.
- For instance, a chatbot can say, “do not miss out on this; sign up for our newsletter to get more interesting offers and updates than product details. For this reason, strategies for engaging customers for future marketing have to be tested alongside the regular strategies to see whether this will benefit long term sales and repeated business.
Chatbots For Cross-Selling and Upselling programmes
There are few strategies to grow the AOV, cross-selling and up-selling are the most important tools for raising the AOV for high-velocity products. Since the goal is to increase sales, experiments as to when and how chatbots lead users to related items or more expensive products can be useful.
- For example, one version of the chatbot could state to customers upon their adding of an item, “You may also find this product interesting…” A second could state, “For customers looking for a better product, you should try this one…”
- For example, if the customer decided to buy the machine to prepare a premium coffee then the bot may suggest related accessories such as the grinder or the premium coffee beans and it may experiment whether it should introduce other related products to the customer or link to straightforward purchasing process so the customer can proceed with the checkout and purchase of such machine.
Multilingual Chatbots
To avoid discomfort when choosing a communication language, a seller particularly on the international Amazon market, one can use split testing chatbots that translate in various languages to see the effect of the language on the proficiency.
It is possible that using a chatbot that would speak the customer’s native language would increase the demand for product offerings and increase conversion rates, particularly in regions where the rate of e-commerce sales is rapidly increasing.
- For instance, a prestigious manufacturer of skin products may decide to try out a chatbot that only talks English with the consumer instead of French or Spanish based on the target locale.
Testing on these localized interactions can enable discovering whether or not customers are more bound to get converted when customer support is supplied in their preferred language or if the English version suffices.
Product Choices toInteractive Quizzes
In the high-risk category, customers will require some form of help when choosing the right product. It can bring them through an engaging quiz to determine what product to purchase to test whether an engaging experience boosts conversational rate and sales.
The first could be just like a regular chatbot where a person types a question and the chatbot responds to it, and the second could be more like a customer consultative type where a chatbot asks the customer a few questions about what they are looking for and then provides a recommendation on what product they should use.
- For instance, an elite mattress selling brand may involve a chatbot that has prompts like the following; ‘Do you like a soft or a firm mattress?’ ‘Are you a side or back sleeper?’ Then it offers the perfect model.
Going head on against the more conventional and passively read format, the effectiveness of this interactive approach can be revealed with improvement on conversion rates.
Chatbot-Driven Abandoned Cart Recovery
A lot of consumers can lose their intentions to buy during the process of purchasing goods, especially when it comes to expensive items.
As much as customers may abandon a product in a cart, a chatbot will allow the business to send relevant messages to them stating that they have items in their cart. It’s important to point out that the strategies tested in these chatbot reminders range from calling for conversions.
Resulting in discounts, demonstrations of product benefits, and answering last-minute questions may all help convert more people.
- For example, a chatbot could message customers who abandoned their cart with a reminder: Replacement may be as simple as, “Hi, you abandoned a premium espresso machine—do you have questions?” compared to something useful like, “Hey, you were interested in a premium espresso machine—enter SAVE10 at checkout for a 10% discount.”
Implementing these approaches as parallel experiments will enable you to determine which of the above ways of using the chatbot for recovery works best.
Live Chat vs. Automated Chatbot
It is important to Compare the engagement levels between an automated chatbot and when the feature is live to know how customers would like to engage Amazon FBA sellers.
Some customers may wish to talk to a live operator and it is more so in the case where big purchases are being made while others prefer making a quick chat with the help of a chatbot.
- For example, a luxury home theater system brand might trial a page that provides consumers with the answers they need from an AI chatbot as opposed to a page that links the customer with a real agent to provide information on products. Both ways shall be tried to know which of the two creates more sales and customer satisfaction.
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Hi there! I’m the content marketing and branding specialist for AMZ One Step. I work hard to create engaging and informative content that helps our readers learn more about Amazon selling and how to make the most of their businesses. I love spending time with my family and exploring literary works when I’m not writing or working on projects.
