split testing for amazon sellers
Post on 21-Jan-2018
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THE MILLION DOLLAR CASE STUDY
Session #15:
How To Split Test For Improved Conversions
Journey to $1MM
May 31st, 2017
100% to
What is split testing?
Controlled Randomized Experiment
Between two or more variations...
2
Will lead to Improved Metrics (ie click through rate,
conversions, profits, etc)
3 Reasons Why Split Tests Are Invaluable
Improve Conversion Rate:
An increase in your conversion rate
will increase your sales, and the
increased sales velocity increases
your rank, and gets you even more
sales.
All of this without needing to spend
on PPC or reduce your price etc.
Get More Visitors:
An increase in your sessions (from
CTR or keywords) has a similar
benefit.
Price Wisely:
The ROI of having your price where
it’s most effective can be
enormous.
The Trick Of Split Testing: Be Methodical
It’s like flipping a weighted coin, the more times you flip it, the more sure you can be which way it’s weighted.
Split testing is an ongoing process.
Market conditions, seasons, customer demand, competition, (and more) are constantly changing.
So best change your listing with the different versions many times, as opposed to just once.
Split testing, Amazon style:
Amazon only gives traffic data on a daily basis (therefore must make
changes daily at 12 midnight)
Sales velocity affects search rank (30 day rolling average)
5
How to do a split test manually6
1. Decided on the different versions of your product you would like to test. We recommend keeping it simple here and just
having 2 versions, an A/B test.
2. Wait until midnight of your listings Amazon Marketplace; This would be PDT for amazon.com
3. Referring to these versions as variant A, and variant B, update your listing to variant A.
4. The following midnight, update your listing to variant B.
5. Keep repeating this process, we recommend for 2 weeks, so as each variant gets one day of the week.
6. In seller central, business reports, “detailed sales and traffic by asin”, set this report’s date range to one day,
corresponding to the first day of your test.
7. Record the sessions, page views, total orders, units ordered, and conversion rate.
8. Do the same for each day of your test, noting which data corresponds to which variant.
9. At this point, we can see which variant is winning, by simply adding up the data for each of them. However it’s important
to calculate the statistical significance. The easiest way is to just input your data into an online calculator
10. A statistical significance of above 90% is pretty reliable. If it is less than this, we recommend continuing your test some
more.
What Should You Test?
1. The best products to test are your best sellers (assuming multiple products).
1. Greatest lever for Sales and Profits growth involve a Price or Image test
What Affects Sessions On Your Product Listing?
Title
Main Image
Price
What About Your Detail Page Affects Conversion Rate?
Title
All images
Price
Bullets
Description
Testing Main Image affects both Sessions and Conversions Rate
VS
10
The Split Testing Process
Create Your
Hypothesis
11
Identify What/How
To Test
Run Your Experiment
Measure Results
Rinse & Repeat
What’s the bottom line?
12
Use a data-driven approach to
outperform your competition.
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