If you own a Brand, registered with Amazon Brand Registry, there are some interesting enhancements to Manage Your Experiments, to learn what content drives conversion. Amazon say that successfully using Manage Your Experiments can lead to a 25% increase in sales.
Manage Your Experiments lets you run A/B tests (also known as split tests) on your brand’s listings content. Experiments let you compare two versions of content against each other so you can see which performs better. At the end of an experiment, you can review which version performed the best and then publish the winning content. By running experiments, you can learn how to build better content that appeals to your customers and helps to drive more sales.
A recent feature update enables you to now experiment on one or more of your child ASINs, instead of experimenting on the entire ASIN family.
During the experiment, customers that view your ASIN’s content are randomly split into two groups. One group sees Version A of content, while the other sees Version B, for the entire experiment. This means that experiments are not rotating content over time. Instead, both versions of content are always showing during the experiment, but to different groups of customers. Customers in the experimental group will see your content everywhere it is available. For example, an experimental product title will show in search results, on the ASIN’s product detail page and in cart/checkout.
An ASIN is eligible if it belongs to your brand and has received enough traffic in recent weeks to be eligible for experimentation. Amazon will only let you experiment with high-traffic ASINs to increase the likelihood that you can confidently determine a winner at the end of the experiment. Depending on the category, high-traffic ASINs may get several dozen orders per week or more. When selecting an ASIN to experiment on, Manage Your Experiments will show the eligibility status of most candidate ASINs. If an ASIN isn’t yet eligible then it is likely it has very low traffic and you’ll need to drive traffic to the ASIN (consider advertising) before you can run experiments.
