#704 – Amazon Conversion Strategies

Anthony Cofrancesco returns with a ton of insights on revolutionizing your e-commerce game. Renowned for his expertise in split testing, Anthony unpacks how this once niche strategy has become a cornerstone of modern marketing for Amazon sellers. He advocates for creating “high-volume variations” of creative assets to push boundaries and outperform competitors. Anthony also sheds light on the role AI plays in making these strategies more accessible and affordable, while addressing the challenges faced by larger sellers who are hesitant to change their successful tactics.

Get ready to elevate your e-commerce visuals with Anthony’s advanced image optimization strategies. His detailed four-phase approach offers a roadmap for categorizing, generating, validating, and executing image assets to boost click-through and conversion rates. Anthony dives into the power of AI tools like ChatGPT and Midjourney, alongside competitive testing platforms such as Helium 10, to systematically refine and implement winning strategies. He underscores the importance of analyzing competitor images to discover untapped opportunities, illustrating how AI can streamline these efforts to achieve significant improvements.

Stepping beyond Amazon, Anthony explores the potential of expanding into new marketplaces like Walmart, Target, and Home Depot. Through compelling case studies, including the impressive rise of Pink Miracle’s revenue, Anthony illustrates the transformative power of upgrading product images and leveraging direct-to-consumer strategies. His personal travel experiences and reflections on the evolving e-commerce landscape provide a unique perspective, encouraging listeners to act before automation reshapes the industry. Anthony’s tales of global adventures, from skiing in Niseko to revisiting favorite European spots, add a personal touch and inspire listeners to embrace the dynamic world of e-commerce.

In episode 704 of the Serious Sellers Podcast, Bradley and Anthony discuss:

• 00:00 – Optimizing Conversion Rates With Split Testing
• 03:59 – Utilizing High-Volume Variations for Marketing
• 06:02 – Optimizing Listings With Manage Your Experiments 
• 09:10 – Optimizing Image Strategy With AI
• 12:09 – Image Optimization Strategies in Marketing
• 18:06 – Effective Hypothesis Testing in Optimization
• 22:51 – Expanding Beyond Amazon for E-commerce Success
• 24:27 – Simplified Multichannel Selling With Technology
• 32:20 – Strategies for Growth and Social Media
• 32:44 – Global Travel and E-Commerce Insights

Transcript

Bradley Sutton:

Today we’ve got Anthony back on the show talking about a wide variety of subjects, about how to improve your conversion rate and your click-through rate by different things like prices and different content, and even 17 different types of images.

Bradley Sutton:

How cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I’m your host, Bradley Sutton, and this is the show that is a completely BS-free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world, and we got a guest back on the show for the first time in a while. If you guys are looking for more of his backstory, you don’t know Anthony I have here in my notes. First ever episode he was on was episode 292. Go back and listen to his superhero origin story. And he was also on back in episode 403. Now we’re in the 700s somewhere here and back in 2025, Anthony, how’s it going, man?

Anthony:

Dude Bradley, it’s great to be on. I had actually forgotten that I had done an episode, but I thought this was my first one. I’m going to have to go back and listen to it and see what’s changed in those years, but thanks for having me here, man.

Bradley Sutton:

Great to have you back now. In the first time it was interesting. You were at PickFu, I believe, at the time, and then your topic was talking about conversion rates and split testing and things like that. And that’s always been top of my mind. I have been talking about split testing, and PickFu, since, like, probably before I even worked at Helium 10, you know, back in 2018 and before, but I almost feel that in the last year that topic is more mainstream. Now, like, first of all, there’s a lot of like PickFu type companies, you know, you know coming out. You know, for years, it was only PickFu, and then now, whenever I go to conferences, you know back in the day used to be kind of like only you, you know, mainly talking about, you know the importance of this, but everybody is weaving into their conversations or their talks. It seems about, hey, your click-through rate, your conversion rate, your images it’s so important. Have you noticed that yourself too, or what do you think?

Anthony:

I think you’re right on the money and I’m still close with Justin and John, the owners. I remember when I was there, Helium 10 was also on top of it because there’s obviously the PickFu integration inside Helium 10. And when I first started working there I told Justin and John I’m going to make sure everyone in the industry knows about split testing and I feel like I did a pretty good job with that and I think people you don’t have to convince. When I started there, you had to kind of convince what is A-B testing? Why is it important? Now it’s kind of like a default. I got to put a budget. That’s just as important as making the creatives to go and do market research.

Bradley Sutton:

Yeah, absolutely. I think one of the reasons why it’s become more mainstream and more widely used is there’s a lot of new fees on Amazon. Advertising’s more expensive. Profitability is difficult, tariffs, whatever and this is like one of those levers that you can push but like if you are feeling the squeeze soewhere. People are finaly now understanding. Oh shoot, you know, like a 1% difference or a 2% difference in my click-through rate or conversion rate. It means you know that that makes up for this. You know all these new fees and stuff sometimes. So I think that’s one of the reasons why it’s becoming more mainstream. But what about you. What are you preaching as these days, as far as that kind of thing goes? What do you think are the main levers that can? I mean outside of just you know, split testing, which I think, like we just said, is a no-brainer now, but what are the levers that you’re suggesting people push to help? You know click-through rate, conversion rate, things like that.

Anthony:

My big thing is what I call high-volume variations. So if you’re going to your creative department or your internal team and the thought is I just need one really good set of assets and then I’m done, potentially for two years or more, that’s not the way to go about it. What I’m trying to think about is how can I create four variations of each asset class, so four main images, four secondary images, four A-plus content, and then I’m going to roll that out into Amazon over one month manager experiment tests and by the end of 12 months there’s a very low probability for the vast majority of sellers that something in there, some combination of those four for main, secondary, a-plus is not going to outperform your current, but very low probability that you have the best possible assets and there’s no ring friend per se.

Bradley Sutton:

I feel like five years ago you probably couldn’t say that on stage because your options to do something like that is like a $3,000 bill from a photography studio you know to get all you know, like basically four X the number of assets you’re doing and stuff. But now, I would assume you’re kind of referring to like hey, whether you have an initial photo shoot or not, AI can help you have way more variations of your, you know images than you could you know five years ago.

Anthony:

Yeah, I think even now you can’t really say that. I’ve taught a few conversion workshops in the past year and I always go around. These are big sellers, seven, eight-figure sellers. I go around and I’m like how many of you have updated your main, your secondary images or your A-plus content at any point in the last year? And it’s usually less than half. There’s a big feeling among especially larger sellers that man, I haven’t changed this for a long time. I don’t want to mess with it. It’s working. I’m ranked really well and I don’t think that’s the right way to go about it and I guess we’ll get into that a bit on this conversation.

Bradley Sutton:

You mentioned manager experiments. I’ve used that before too. At what point is, I think, before you start your listing? Obviously, no, yeah, use Helium 10 audience powered by PickFu to do it beforehand, but after your listing is live. Now you kind of have an option. And so a lot of times I’m of the philosophy where I still kind of have the preference of using Helium 10 audience, not because I work for Helium 10, but it’s because, like, my philosophy is kind of like hey, if you’ve got different images and you think one is way better than the other, you’re not sure which, or you have three different ones.

Bradley Sutton:

If you’re using manager experiments like almost by definition, 50% of the time, 66 of the time, whatever, you have an under optimized listing, you know over a course of a month or this, and so it’s like you’re almost by definition, shooting yourself in the foot with lesser conversion rates than you could be getting, as opposed to, hey, let me just run this thing for like one day and already have the answer and then start. So I still do use manager experiments because I love getting the extra analytics that you can have and then, plus, it’s an actual thing on your own listing. But where do you draw the line where it’s like, hey, let me use one of these off Amazon split testing tools as opposed to using the free? You know that’s also an aspect of it. You know it’s not free to use Helium 10 audience or these other services like PickFu manager experiments is free. But other than the fact of free versus paid, where do you draw the line on which route you should go?

Anthony:

You got to do both and in fact, I don’t work for PickFu anymore, but I’m still very, very encouraging of market research. I recommend you start with a baseline test. So if I generate six versions of my main image, I’m going to test them against themselves. Then I’m going to take the winner from that and I’m going to do a competitive test. So I’m going to test against the top three, four competitors and then the winner of the competitive test is going to be like my V1 that I upload into manager experiments. So obviously people have seen the examples of PickFu telling you one thing and then manager experiments being different.

Anthony:

PickFu is not an oracle, right? These are not real people buying your product. It’s not great for seeing, it’s not ideal for seeing which one won. I want to understand why it won. And then, most important thing, the thing people miss out on with PickFu is they run the test. They’re like, oh, my asset won. Now I’m done what you really got to do. The magic happens in revisions. I want to dig into that feedback. They have the AI analysis. I want to dig into the feedback and I want to go through a few more revisions, if possible, before uploading. So the market research off Amazon is a way to speed up instead of waiting four weeks for your test to be completed. Now I can get some sense because, again, high volume variations I should have four to six versions going into test and so I can’t wait like six months for all of these. Eventually I will. Manager experiments is always the final point but before that I want some rough idea of where I should be going.

Bradley Sutton:

Awesome, awesome. Now, another thing you’ve had experience with. I remember you had your own company for 3D modeling and doing images in that direction. Now, in 2025, for either your own accounts or your clients or network what should sellers be doing now for images? Is it still like, hey, try and get some 3D images you know done, and then you know variate with AI there? No, you know, you first do a full, real photo shoot, you know like those thousand dollar ones at a company like AMZ One Step or something, and then iterate, you know, with AI. Or are you like, hey, take a cell phone picture of something and with you know advanced AI, that’s out there. You can have your whole image stack in A-plus content done with AI. What are you suggesting for sellers nowadays?

Anthony:

In my mind, it’s not that I don’t have a preference, it’s just going to be budget-related at the end of the day. The great news for sellers who are new in 2025 and beyond is you can create and I’ve done this amazing-looking assets better than my agency did back in the day purely using AI. I think we’re still a little bit too early. Designers are not going away. I still own half of Fade Visuals. Corey, I had a call with him earlier today.

Anthony:

What we’re really working on and we’ve been doing this for the last year is the model needs to switch and so, again, designers aren’t going away, but the expectation is going to increase dramatically. So in the past, it was acceptable for an agency to spend one month on a project, maybe longer, maybe multiple months to get main, secondary images, A-plus content. Now the expectation is going to be you’re going to be able to do it in probably half the amount of time with, again, four variations per asset class, and the agency isn’t just delivering hey, here’s pretty images. It’s like I’m giving you the images. I’m confident that something in this mix is going to work, and here’s the exact plan for how you’re going to upload and test over a period of a year and that’s got to be the expectation for agencies.

Anthony:

If an agency is not doing that, probably just go and do it yourself. If you talk to an agency and they’re not giving you multiple variations and if you’re spending thousands and thousands and thousands of dollars, there’s a couple agencies that charge that much that I think are really solid. I did a case study with ShareIt Studio I think we’ll talk about it on this but, like I mean, DIY is solid and you can get great assets out of AI. It’s incredible, honestly.

Bradley Sutton:

Nice, nice. Do you want to watch the Serious Sellers podcast in video form? Make sure to go to YouTube and check out our brand new YouTube channel. Just type in the search bar Helium 10 Serious Sellers Podcast, and you’ll see our S logo come up. Make sure to hit that subscribe button, go to the channel and binge watch any of our episodes that we have done lately. We’ll see you there.

Bradley Sutton:

A couple of years ago, you were at a lot of the same conferences I was at and I would hear you talk and you had some good talking tracks about. I remember it was about images along these same lines, about how to capture buyers’ attention and things like that. You haven’t been at a lot of the same conferences that I’ve been at lately. So what have you been speaking about, or what’s your latest specialty or what are you passionate about these days in the industry?

Anthony:

My big thing is I’ve broken CTR and CVR optimization down into four phases. So phase one is categorization, Phase two is generation, phase three is validation and phase four is execution. So in categorization it’s kind of like you have a master keyword list. I’m going to see all the keywords, I’m going to see what I’m indexed for, what my competitors are indexed for, but you do with images. So you categorize all of the competitor images by type and more important is purpose, and I have like 20 different image types for secondary images. And purpose is like what’s this image trying to accomplish?

Bradley Sutton:

20 different types?

Anthony:

Yeah, yeah, yeah, yeah.

Bradley Sutton:

Well, like types, as in, like our infographics, lifestyle, but like that’s, like you know, main image. That’s about all I know. Like, what are the other 17 types of images?

Anthony:

So this is just for secondary. There’s probably like five or six types for main image, but secondary, it gets a little more uh dialed in than just infographics. It’s like a product anatomy graphic is going to point to different areas of the product and explain what it does. An inclusions graphic is going to show you what’s included in the product. The before and after. In applications is one of my favorite. It’s going to show all of the different use cases. So if a shopper is shopping for a bluetooth keyboard and it says perfect for traveling, perfect for digital nomads, perfect for teachers, you know. So it’s just, it gets really granular. And if I can categorize an entire niche by purpose and I can categorize it by type, then I’ve got at least an idea for what is already happening in the niche. The same way, you would optimize a listing to be like everyone has an applications graphic for this bluetooth keyboard. I don’t have that. Maybe you try adding an applications graphic so you categorize everything by purpose and by type. That’s phase one categorization. Then you move on to generation, so you basically get a shot list from categorization and then you just go wild with AI, whether you’re using ChatGPT. The new Nano Banana is honestly insane.

Anthony:

Midjourney is really technical and advanced, but very high quality. And you’re just generating all these assets, as many as you can, starting off with secondary images, and then I’m going to take those secondary images and turn them into A-plus depending on where I want to position things. Once you’ve generated the assets, then you move into validation, so you can do this inside of Helium 10, PickFu any market research tool. You’ve got all of these different versions that you’ve generated, so now you’re going to baseline test against itself. You take the winners from that, you do a competitive test and then you wrap up with manager experiments.

Anthony:

And then in the execution phase, it’s like okay, now, theoretically, all you should have to do at this point is you have a plan for how you’re going to upload one test manager experiments per month on each asset class until you’ve completed all 12. Some rules for if something doesn’t go well, like how do you end a test early and what do you do? Like how do you iterate on the process. And then the most important thing, especially for larger sellers out there is once I find out that something’s working on my hero if it’s a similar product line, well, what worked there should theoretically work on these other spots. How can I as quickly as possible expand this across an entire portfolio of brands.

Bradley Sutton:

Nice. So knowing initially what ones you should even test. You mentioned like looking at competitors, and we’ve always talked about that. I remember Tomer Rabinovich was one of the first ones talking about that strategy where it’s like hey, look at all the your competitors, you know, lay out all your competitors images, and we have something we’ve had something like that in Helium 10’s in listing analyzer where you add all the competitors, hit a button and then you can see like a layout of everybody’s first image, second image, third image. You’re looking for themes like hey, everybody’s got like a infographic that has the size dimensions, or hey, everybody’s using a model, and so that’s like the initial way of knowing, maybe, what ones you should do. What are some other things? Are you doing like AI research on the reviews or something like that, or is it strictly your first thing is just mainly looking at what the other competitors are doing?

Anthony:

First step is going to be analyzing the competitors, and I hope that this is why I’m hoping we can go. I can go out to Helium 10 and meet you and sit down in person, but I have an AI that’ll do all of this. Before, I used to manually calculate it by hand and it took hours. Now this thing will just look and it’ll tell you purpose. It’ll tell you type and a few other metrics I created. So if you already are importing all these images into Helium 10, it would be great to you click a button, come back five minutes and it’s telling me 50% of people for Bluetooth keyboard are talking about being able to connect multiple devices. That is like step one, and it’s kind of the same standpoint that if I’m writing a listing, great, I can go and copy what everyone else is doing, I can find gaps for myself and I can improve it. That’s just like your V1. V2 would be okay. How can I create a shot list that, instead of being based on what’s already there, how can I like kind of do the opposite of that and take like some deviations from what everyone else is doing? And then V3 would be based on review data, review data and Rufus questions. And then V4 would be market research. So if I ask an open-ended question through Helium 10 or PickFu and I’m like, what do you think is the most important factors of a Bluetooth keyboard, then I’m going to create a shot list based on that. And so my thought is that if you test four of these things, you’re going to find some combination. That’s going to be your winning and you just keep iterating on that.

Anthony:

What I like about this is it’s concrete. So instead of you go to an agency or your internal team, they give you something and you’re saying, okay, this looks better, but that’s not an objective metric. Oh, the hypothesis is we’re doing, you know, replicating what’s currently in the niche. Here’s some other factors. You know some other metrics that I’ve created and you know, now I have something to test.

Anthony:

I’ve, over the years, I’ve worked with a lot of big companies. I look at their manager experiments. They have 200 tests in there. You look at the hypothesis and it’s blank. And I go to the team and I’m like what was the point of this test? Nobody knows. Like, well, I had this A-plus and this A-plus. Well, what specifically, are you testing so, if I’m able to get much more granular and say, oh, we’re changing our A-plus so that on our second module we’re going to do an application because we think this is super important and we’re just like rotating order of things? You know, I’ve seen crazy improvements in CVR Not crazy, it’s like a percent improvement on CVR, it’s not crazy at all. But all they’re doing is they’re taking image position four to image position two, same exact gallery, and so it’s like, if I can come up with a concrete hypothesis and a way to define this stuff, it makes the optimization much more logical rather than it’s just magic and we’re just kind of spraying and praying.

Bradley Sutton:

Yeah, I like that. You know, like, maybe for major things like, hey, I want to see what’s the price point or I want to see the main image. I’m kind of answering my own question I had about 20 minutes ago. You know, like that that would be what you use helium 10 audience for, but a lot of these, these secondary things, it’s probably not good for a 50 person audience. Like you need the full month of data to manage your experiments and it’s going to be, you know, like to the hundredth decimal point. You know some of some of these stats that they that they give you. So you know a lot of these stats that they give you. So a lot of these secondary tests totally make sense to use manager experiments in that. So I like that. What else is working for you and your clients out there? And whether it’s SEO, whether it’s listing, optimization, photography, what else you have going for you?

Anthony:

The thing I’m learning a lot more about that seems to make an impact is price testing. And so and I’ll get into this in a minute I kind of come up with a metric that I call VCTR and VCVR but the thought is, if I have my conversion rate, visuals are only going to be one part of that conversion rate. So price is going to be a component, reviews are going to be a component, organic placement badges, and then the actual product itself is brand recognition. That’s going to be a piece of it, and I’ll go through a case study in a few minutes. But I think that price is one of those things that is starting to become very popular, like Prophecy and Flash Pricer. But I think there’s a lot of upside on that. Can you modulate the price and set goals of things like increasing sales velocity? I see it all the time. I’m sure you do too.

Anthony:

Someone’s doing terribly on Amazon and you look at their price niche average is $50. They’re selling for $150. Amazon not to be mean to Amazon, but it is a race to the bottom in the sense that people want the lowest price possible. And I can spend so much time optimizing my images. I knew a cycling brand. They made cycling glasses. Huge brand recognition. I’m a cyclist, I know the brand very well. They do terrible on Amazon. The reason is they’re selling glasses for $150. Everyone else is selling it for $25 or $30. So it doesn’t matter what they do in terms of their images. Amazon might just not be a good platform for that.

Anthony:

On the other side, if you’re close on price, people are running deals. I know you teach this strategy. A lot of people talk about it. For certain segments of the month, on a weekly basis, I’m just dropping my price, even if I’m losing money, just for the purpose of improving. I guess what I’m getting at is, I can snap my fingers and improve my conversion rate. Let’s just drop your price to $5 if it’s $25. See what it does. You know, and so I guess what I’m trying to get at is I don’t look at conversion, it’s like just visuals. But what are the other levers that I can pull? You know price I think is a good one.

Bradley Sutton:

All right. Before we get into to, I definitely we always love hearing about case studies and it’s one thing you just talk about it. But actually to give actual experiences, obviously I’m big on that too. But before we get into that, any tips or experience lately with off Amazon things like, for example, Walmart, TikTok shop Like we wasn’t even a thing. You know, last time you were on the podcast. Do you have anything to say about any other marketplace?

Anthony:

Amazon is just one channel. If you’re focused entirely on Amazon, you’re very narrow minded and you’ve got to expand your horizons. You know that’s just all there is to it. So, like Walmart is a huge opportunity. I’m seeing more people and some tools that allow you to get into other marketplaces, like Target, Home Depot, very easily, direct to consumer. It’s like slam dunk. You know, it’s all your eggs are in Amazon’s basket. There’s so many things that can happen and you’re just setting yourself up, you know, not for a good time.

Anthony:

And, like I was saying with the example of the cycling glasses, some products are just not good fits for Amazon. And my friend, my former roommate in Vietnam, he sells these barefoot leather sneakers called Bramfords, a great product. He tried to launch it on Amazon. It did terrible. Direct-to-consumer, he does millions and millions and millions of dollars a year. Amazon keeps sending him emails hey, come and sell on our platform. He has no interest in doing that.

Anthony:

And so I think the people who are looking in a broader scale and leveraging an AI to get there like Walmart has different configurations for images. Now I can quickly change that get that done. People who were worried about launching into retail now, oh man, I need to make new retail packaging. That’s $1,000 to go and hire a designer. I got to do all these things. I think we’re going to see one day where it’s like you’ve got a successful product on Amazon and being able to expand multi-channels. I don’t want to say a click of a button, but it’s not going to be the months and months effort to get there that it is now.

Bradley Sutton:

With Helium 10, TikTok is now a click of a button. We actually program something where you hit a button and all your Amazon listings get converted with AI and images imported to TikTok shop and it works within like 60 seconds. So you know, these kind of things weren’t I mean first of all, tiktok shop wasn’t even around then, but like Walmart, we got to do that next but like that’s been one of the big drawbacks, I think, of people starting Walmart or shop Shopify is that they don’t know what makes a good Walmart listing. They don’t want to have to take the time to take their whole catalog over there. Or I don’t know how to create a Shopify website. I don’t know how to fulfill it. But with things like the tools that are out there on MCF and stuff, things I think are more possible where everybody needs to be thinking multi-channel, not just, you know, like a seven-figure seller and up. All right. Well, some of these strategies you’ve talked about you said you have some actual examples you can talk about how people you know what people implemented.

Anthony:

Yeah, so I’ll go with my favorite one. I’ve done a lot of case studies over the years. One of them was the coffin shelf with state visuals. That was a fun one. The most recent one, though. I’m so proud of this because you know, case studies don’t always go well. Sometimes you try and it’s like pretty mediocre results. This one was out of this park, good, and it’s what I call my God mode case study. So basically, back when I was at Data Dive, I taught office hours a few times a week and I would always try to pick a product and do the same one over time so people could learn and follow the same thing that you do. And I kept using this shoe cleaner, sneaker cleaner example. I think you’re a sneaker head, so you’ve probably used some of these different products before and I kept covering this over and over again. And one day I get a message from someone who is from the brand Pink Miracle and they kept saying like man, Pink Miracle, if you look them up, you’ll see organic rank, complete ones completely down the row. Price, great price point, made in the USA like 45,000 reviews, niche average of 5,000. But their images were garbage. They had only three images in their secondary stack, very basic main image no A plus content. And so when they reached out, I was like, look, you guys gotta let me. This is a slam dunk. If we come out with new images we are going to destroy, we’re going to do extremely well. And so they were open to it.

Anthony:

My good friend Raphael from Sherrod Studio. I was like, hey man, can you come in? And basically asked him to do the work for free, which he basically did. I was like at cost and I was like we need the best assets here, but you’re going to get a lot of exposure in this. It’s going to work out really well for you and it took a few months to get the project together and make it happen. But basically, what was happening in that niche over time and this is consistent for most niches on Amazon is images are not static. If you wait a year or two years, the level of images in the niche are going to go up. So over time there have been more and more competitors that have come in with great assets and even though they were ranked number one, they were the best seller. You’ll see that the market share over time is declining and declining and declining until about to about 25%. So if you’re already in number one organic position for everything and you improve your CTR and CVR, what’s going to happen? You can’t go higher than one. Your market share percentage is just going to go up.

Anthony:

And so when we uploaded the assets, we went from a quarter million dollars a month and about two months ago I got an email from the brand owners saying that they had just crossed the million dollar mark for the product and what’s really exciting about it. And there was also some sponsor brand video which I can cover a little bit. The assets look great. Sherrod Studio did a fantastic job within line of this high volume variations. They created probably 16 versions of main images. They tested everything on PickFu. I think Product Pinion also helped. Intellivue helped Amazing A-plus content, amazing secondary images.

Anthony:

But the really exciting part, Bradley, is the shoe cleaner is just one of their products. It’s their hero and it carries the weight of the portfolio. But they don’t only sell that. They sell cleaning brushes, they sell sneaker wipes, they sell shoe deodorizers, and so this is what I’m talking about. Very similar product lines, you find out what works with the hero, and what we’re working on now and I have a little bit of data is now I’m going to go and apply this to the rest of the portfolio. If the rest of these products all have 1% market share 1% 1% market share what’s it going to look like if I can get that up to 10%? What’s it going to look like if I can get that up to 25%? And then the specific numbers for the hero ASIN.

Anthony:

I want to say when we started, the brand had 25% market share. Now it’s just shy of 50. Conversion rate went from 20% to 25%. We’re able to make some big improvements in CTR as well, and then, when you do both of those things, you’re seeing your ACOS drop. What I will say though this is the last little bit I’ll wrap up on this is this still didn’t go as deep as I want it, and this is the issue that most many sellers run into is they get the assets up, they’re awesome, they see the improvement in CVR and they’re like cool, I’m done, and this took a little bit of time and we’re still rolling this out, but OK, that’s not your finishing point. I want you to see this through the course. One manager experiment test per year and let’s see if we go from 20 to 25. Can we squeeze out over a period of a year another 5% from changing image order changing different variations, things like that?

Bradley Sutton:

Interesting, interesting. Yeah, this is important because I think people out there even larger sellers, who are doing good. You know, it’s not like you took somebody who’s selling five units a day and they went to 20. This is somebody who was already doing well. There’s room to improve. There’s so much that people are not doing. It’s actually kind of shocking. Like you said, I forgot you had just said it 50% of the audience weren’t changing their images and stuff like this. Sellers, if you guys are listening to this, you might be doing good numbers, but there’s always room to improve and so that’s why it’s important to be looking back. And also, you got to change your, your strategies. A lot of the stuff we’re talking about today we probably weren’t saying exactly, you know, four or five years ago because it was a different world. Things we were saying back then that were working. We’re not saying those anymore because strategies change, rules change on Amazon, so you got to be able to pivot. Any other tips and strategies you’d like to share, things that have been working or things that you’ve seen out there that you think are pretty wild that maybe not many people know about them?

Anthony:

Well, I just want to leave you with this last. This thought related to the case study and another metric that I’ve been working on called VCTR and VCVR, and I’ve kind of alluded to this already. But the thought is, if I’m looking at conversion rate, images are not all of my conversion rate. There’s different factors price reviews, placement, all of these things I covered earlier.

Anthony:

So why did this Sherrod Studio case study work so well? Well, it’s because images were driving a very small portion of the conversions. Majority of people, they like 45,000 reviews, they like that it’s showing up in the first position. And so if the conversion rate is 20%, all of these things are a weighted factor, right, but their images must be small because the images aren’t good at all. And so if I improve my images, there’s this big delta that I can have in this case, like maybe five, seven, even 10% improvement in CBR, and so what I’m really working on right now is trying to figure out a way. I have a long equation with ChatGPT. I think I’m getting closer and closer on it. How can I look at like SQP data and see here’s my ASIN CVR, here’s the niche average, here’s all these other factors weighted and I want to find more of these brands that you could look and see. This has a huge potential for growth from image optimization.

Bradley Sutton:

I like it. You’ve been giving a lot of strategies here, but before we get into a 30 or 60 second strategy, how can people find you out there on the interwebs these days?

Anthony:

Just search my name, Anthony Cofrancesco. Facebook. If you send me a message on LinkedIn, I’m probably not going to respond, but Facebook, Instagram, and if you ever need something urgent, just send me message after message after message. I won’t get annoyed. It’s just, you know, I get a lot of messages and, yeah, I think that’s probably best. Social media. Just reach out, shoot me a DM. You’ll be surprised I actually do answer. It might take me a week but I will and I love to hear from people.

Bradley Sutton:

Any new cool travels you’ve done in the last year or so like new countries that you were able to knock off the bucket list.

Anthony:

Man, this was freaking sick. I’m a big skier and I skied in Niseko in Japan, right after Christmas. Man, I’ve skied all over the world, and it was just absolutely mind blowing, like the best powder I’ve ever had. I spent a month this past year with my girlfriend skiing. We did a little Europe trip. We did Chamonix, we did Zermatt, and we did St Moritz. We did Zermatt. It’s like out of this world, good, biggest elevation drop. You’ll see. I always love going back. I try to go back at least once a year, if not twice a year, to visit my buddy, Matt. I went, I was, you know, spoke at his wedding. He’s got a kid. He lives out in Ho Chi Minh City in Vietnam. Try to swing by and see all my crew from Manila back in the day. The thing I’m fighting, though, is, you know, back in the back in the day, I used to try to just add as many new countries as possible for the sake of doing it, and now I’m just, I like spots and I just go back.

Bradley Sutton:

Quality over quantity.

Anthony:

You know it’s like it’s not about a number. So I love going back to Brazil. Spend a lot of time in Brazil each year and just spending more time with my family. Honestly, I used to fly 80 times a year. Now I’m like I want to have like one meaningful trip every quarter. I try to cut back on events maybe one event a month, but really ideally one event a quarter.

Bradley Sutton:

You’re gonna be able to hit premiere 1k or not anymore with reduced travel. They keep increasing those limit or the what you have to do. It’s crazy.

Anthony:

I keep saying it that this is my last year for real, for real. So I’m going to do what I have to do to spend and get my segments. But after this, it’s so stupid, but United is coming out with their new apparently their new business class in 2026. And so I want to use my-

Bradley Sutton:

And Starlink on all flights, can you imagine for people who work like us, like I mean, it’s crazy. Like my parents have a lot of points with Korean Air, so I stole some points from them just a few days ago, coming home from Korea, brand new airplane. Like or not, I don’t know if it’s brand new, but it’s a 380, A380 and no Wi-Fi at all. It’s not like. Oh, there’s no Starlink. I don’t understand how there’s flights that don’t have Wi-Fi. But then it’s like crazy to know that eventually all United is going to have Starlink. You can technically, as long as you’re not interrupting people, be having a Zoom call at 30,000 feet, so that’ll be interesting. That makes me stay loyal right now to United. But anyways, back to e-commerce. One last 30 or 60 second tip for the audience.

Anthony:

We’re in the end. This is the end, bradley. You’ve seen it from the beginning. I’ve seen it from a little after the beginning. This whole game is going to be I don’t want to say wrapped up in two years, but with automation, do what you can, execute as much as possible, take action, because I think two years from now it’s going to be a very different landscape. That’s all I’ll say. Keep working, keep hustling. It’s not over yet.

Bradley Sutton:

I like it. I like it. All right. Well, thank you again for coming on here and let’s make it not a couple of years like we had last time, for you coming back and love to talk to you next year to see what’s up and maybe talk to you in your last couple of months of of premier 1K membership, all right. Enjoy, enjoy the rest of your day and hope to see you at a conference soon.

Anthony:

Yeah, good to see you, Bradley.

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