#567 – How To Split Test Your Amazon Listings To Make More Money

Can a minor tweak to your Amazon listing images earn you an extra $40,000 a year? We uncover the incredible power of optimizing click-through rates and how even a 4% increase can transform your sales figures. Using split testing and tools like Helium 10 Audience, we guide you through the process of obtaining crucial market feedback to enhance your listings. From experimenting with main images and titles to leveraging Amazon’s “Manage Your Experiments” feature, we leave no stone unturned in our quest to maximize your product’s potential.

What if you could figure out exactly which product image will capture consumers’ attention before you even launch on Amazon? We dive into a fascinating case study involving a coffin shelf to reveal how audience testing can refine your images and help customers see the full value of what you offer. By investing in audience feedback, you can start with the best possible image, avoiding costly mistakes and boosting your chances of success right from the get-go.

Ever wondered how psychological and demographic factors influence shopping decisions? We explore advanced listing optimization strategies and the importance of organic ranking during product launches. Through a real-time example with our Project X egg rack product, we illustrate how offline split tests can provide quick insights without risking revenue loss. Plus, discover the mechanics of A/B testing for product images, using Helium 10 Audience powered by PickFu to enhance your listings and drive your Amazon sales through the roof. Don’t miss these game-changing tips and practical advice on making the most of your Amazon presence!

In episode 567 of the Serious Sellers Podcast, Bradley discusses:

  • 00:00 – Optimizing Amazon Listing’s Click-Through Rate for Sales
  • 01:08 – Split Testing Images for Amazon Success
  • 09:22 – Amazon Listing A/B Testing Image Results
  • 11:17 – Optimizing Product Images With Audience Testing
  • 16:00 – Improve Your Product Launches With Helium 10
  • 19:13 – Targeting Audience for Advertising Campaign
  • 24:13 – Listing Optimization Strategies and Launch Tactics
  • 26:18 – Importance of Helium 10 Audience Testing
  • 30:34 – A/B Testing for Product Images
  • 31:33 – Testing for Best-Selling Variation in Audience
  • 34:30 – Utilizing Tools for Amazon Sellers

Transcript

Bradley Sutton:

Did you know that improving your click-through rate from search results on a product even only 4% for a product that maybe only sells even on just 10 units a day could mean up to $40,000 of extra sales in a year? Today, I’m going to show you exactly how you can split test your listing images in order to achieve results like this. How cool is that? Pretty cool, I think. Not sure on what main image you should choose from, or maybe you don’t know whether buyers would be interested in your product at a certain price point. Perhaps you want feedback on your new brand or company logo. Get instant and detailed market feedback from actual Amazon Prime members by using Helium 10 Audience. Just enter in your poll or questions and, within a short period of time, 50 to 100 or even more Amazon buyers will give you detailed feedback on what resonates with them the most. For more information, go to h10.me/audience.

Bradley Sutton:

All right, hello everybody, 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 our monthly Ask Me Anything, where we do a training on a certain topic and then we open it up to all the members out there to go ahead and ask whatever questions you have about Helium 10 or Amazon that we can help you with. And today we’re going to be talking about split testing images, both on Amazon, off Amazon, and we’re going to do some live examples of this, and we’re going to talk about why this is important and how it can help you. I think it’s one of the most slept on things that a lot of Amazon sellers aren’t doing.

Bradley Sutton:

All right, let’s get started here. Now let me just give some framework on why I think this is something that literally every Amazon private label seller should be doing. When we create a new listing right, we have in our own mind what might convert the best as far as images, as far as titles, things like this, and it’s based on, you know, hopefully some solid research. You know, maybe we’ve checked out the competition, maybe we know this certain niche right, but the problem is sometimes we might be a little bit biased, or we might kind of like overvalue our own knowledge of a certain niche, and when we do that, we could be leaving money on the table. You know, let’s just do some calculations, guys. Let’s just say that you know you want a certain click-through rate from the search results.

Bradley Sutton:

Let’s just talk about main image, right now. Let’s just say that your conversion rate, once people actually get to your page, is 10%. Let’s just say it’s 10%. All right, 10% of the people who click on your product they’re going to convert. Now, if your click-through rate is also, let’s just say 10%, right, that means that on a certain keyword page or just overall, let’s just talk about it overall let’s just say you know you’re getting like a thousand impressions, right? You know a thousand people see your product and if you have a 10% click-through rate on it I’m not just talking about PPC, just in general I’m doing some general numbers here that means a hundred people click on your product. If it’s 10% your click-through rate and then if your conversion rate is 10%, how many people buy your product? 10. All right, so 10 out of 1,000. So let’s say your product is a coffin shelf, that’s $30. With these numbers. Right, that means you’re doing every day about $300 worth of orders. Okay, $300 worth of orders over the course of a year, that’s about a hundred thousand dollars. So you’ve got a six figure product, a hundred thousand dollars.

Bradley Sutton:

Now let’s just pretend that nothing else changes except your click-through rate. That means that the more the people see it in the search results, then the more they’re going to click on it. What if we could bring your click-through rate from 10%, not even 5%. Let’s bring it from 10 to 14. So that’s a 4% increase. All right, 4% increase. So that means if, instead of 100 people a day clicking on your product, how many is that going to be? So we take 100, or we take 1000 and multiply that by 0.14. That means that 140 people are going to see your product. And if you still have the conversion rate of 10%, how many people are buying that per day? That’s now 14 people who are buying that a day. So we take that 14, Times it by what’s the retail price? $30. That’s $420 a day you are doing on your product. We times that by 365. Now you have gone from a product that does just over $100,000 a year $109,000.

Bradley Sutton:

Now you’ve got a product that is getting $153,000 per year. You just increased by over $40,000 and you did not even change your conversion rate. You only changed the amount, your click-through rate, the amount of people who see your product in the search results and click through it, and not even by 5%, a 4% increase. Okay, Now, that’s what I’m talking about here. So this is why I think this is a very important topic, and I’m just only talking about one thing you know what are the things that influence click-through rates. You know it could be your price point, it could be the way you have your title set up. It could be your main image, which is what I was talking about. So, this is why it’s so important to make sure that, at the very least, you start split testing different things of your listing. All right, now Amazon has a live split tester and we’re going to talk about that. First, how many people use, you know, manage your experiments. Those of you who have, who have brand registry. All right, let me show you how to do that, and then I’m going to talk about in what situations I use it, but then also the potential drawbacks of using this.

Bradley Sutton:

This is in Seller Central, in the how Cool Is that? Project X account. The part that you can do split testing for free if you have brand registry is called manage your experiments. So you click on brands and then you click on manage experiments and what this does is it allows you to do live split testing of new things. All right. So, the kind of things that I can split test is my A+ content, I can do my Bullet Points, Product Images, Product Description, Product Title, A+ Brand Story, or I can do Multi-Attribute. All right, we’re just going to keep it real simple and mainly talk about main image, because in my opinion that’s one of the biggest things that could really make an impact on your either click through rate or conversion rate. All right. So I did a few of these recently, all right, one of them is going right now, all right.

Bradley Sutton:

So this is a product I had called a bat bath mat, all right, and I had two different main images I was split testing. Let me show you the actual content. One was an old, like computer generated image I had and one was a newer one that AMZ one step did, all right, so you can see very similar images. Those of you watching this online, I can see. You can see it’s very similar images, but just different angles, all right. And so it’s like hey, I wanted to split, test this in the search results and take a look at this is ongoing. This is literally going right now. That’s why it hasn’t gone through yet and you can see that one of them, I sold 24 units and the other one 18 units. All right, one of them, 11 units sold from search. The other one, 4 units from search. Okay, one of them has a 0.07 conversion rate. One of them has a 0.05.

Bradley Sutton:

All right, so it looks like version A, which is what I have, is going to win. Okay, so that’s one that’s literally going right now. Here’s the other one we’re going to be going over today is the coffin shelf, all right. So here is this one and it completed. Okay. Now look at this one here, this one actually, I started around the same time, but look at this one. This one had a 0.1 version at a 0.04 conversion rate and the other one had a 0.005 conversion rate. That option A sold nine units over this very short period of time, and the other one only one unit. So this one already stopped because Amazon’s like, oh my goodness, this is like night and day. This is going to be the good one compared to what I was showing. All right, so this one shows good information. But here’s the thing. Let’s just say that, on this live split test that I was doing with Manager Experiments, this one was it was almost like a 10X better one image over the other. But how Amazon is doing this is it is showing this product with the different images and search results like half of the day showing one, like half of the day showing the other.

Bradley Sutton:

So the problem with doing this live split test if it’s a brand new listing especially is that, by definition, sometimes half the time you are showing an unoptimized image. What if, during this time, I was showing just the good image? I would have maybe, in this situation, almost doubled my sales, if not more, because I was wasting half of the day showing an image that was not well converting. Ok, now I think there’s a time and place to do manager experience, especially some with some of the nuances of your bullet points, A+ content or more mature listings. But when you are trying to, you know rank or you’ve got a brand new product, you can understand maybe a little bit why it’s probably not good to just go ahead and launch a product and then do a manager experiments from the get go, because you don’t want to be, by definition, screwing your listing 50% of the day, if that makes sense, all right.

Bradley Sutton:

So let me show you what I think that everybody should be doing and I’ve been doing this for years is using a service called PickFu and inside of Helium 10, it’s called Helium 10 Audience, and before I even launched my listing, I am doing this research, all right. So let me just show you. I did the exact same test yesterday and we’re going to do a couple of tests together. Let me show you what I did yesterday or last night in Helium 10 audience. I set up a poll and I told the customers hey, you are searching for a coffin shelf. This coffin shelf includes a gift box and spooky accessories. If you saw the following 3 images in the search results for a product, which would make you want to click it the most, and do you see the one that won by overwhelming amount, a score of 56 to 22 to 22, this one that won in the manager experiments.

Bradley Sutton:

Now, let’s just pretend that this was a brand-new product release. I mean, this is not a brand-new product release. This is the Helium 10 coffin shelf that’s been out there. But I came to the exact same conclusion using my test audience, and so I could have started from day one with the right image without having to have 50% of the time a bad image showing up because it’s a live listing. So this is the beauty about using Helium 10 Audience that I think everybody like literally every single product launch. You should be running this. Now granted, you know some of you may have, you know, be launching, like you know, 20 products at a time. I was just talking to my friend, a Helium 10 Elite member, Yizhak, and he was launching some leggings and you know, when he launches leggings, he’s got like three different kinds of variations. Launching some leggings and you know, when he launches leggings, he’s got like three different kinds of variations. So every single group has, you know, like 100 variations because it’s three different kinds. He’s got size and inseam and color and then each of those has like eight combinations, right. So I’m not saying, oh yeah, Yizhak should have done 100 Pickfu or Helium 10 Audience tests, that that’s not very economical or feasible, but at least you want to check it once.

Bradley Sutton:

For the main, you know image results, right? So the beauty about this is it’s not just, oh, random people are voting on what image they think is the best to be able to get money. The people who are doing the Helium 10 Audience, you know they actually get paid. That’s why each time we do this, it costs money between 50 and $60 or so because each of the people who are responding are getting paid to give their responses. And to give their response, they have to give you information, and you don’t have that in the manager experiments in Amazon. So, for example, some of the people who picked option A, which is the one that won you can read here what they’re saying. This one person says hey, this image shows me all of the accessories and multiple angles of the box. Another person says option A shows the coffin both open and closed, as well as clearly showing what the accessories look like. Now, this is important. This is important, I never would have thought about this. Did you guys catch this? They think that this tells me something right here the fact that two people said multiple angles of the coffin. Let’s go back to the image. This is not multiple angles of the coffin.

Bradley Sutton:

All right, these are two products that are included in the product. One is a coffin shelf and one is a coffin shaped box. So, right away, this is not something that I’m just going to go and say oh, this image one, right? Because now, all of a sudden, my thought process has changed. I thought that this image is going to clearly show that a gift box is included and it’s two separate products. But no, here are two people who just said that they think it’s the same product, but just showing open and close in different angles. So now I know I might need to go back and figure out something to make it more obvious that, no, you’re getting two products for the price of one. This coffin box is a gift box that’s separate from the regular coffin. Let’s keep reading. I literally haven’t looked at these until this second. Here’s another person. I find A more appropriate. It has an all-around preview of the product. Okay’s another person I find a more appropriate. It has an all around preview of the product. Okay, another person says I like to see the two trinkets at the bottom right of the image. That was important to me because I wanted to make it clear that people who order our coffin shelf they get, like this LED candle plus something else.

Bradley Sutton:

So, I’m going to keep reading this and see how many people are saying that they think that this is just showing a different angle. So, you see how it’s different levels. All right, it’s not just a matter of oh, which image is best. But now I might have to go back to the drawing board and say how do I make sure that people understand that they actually get two products in one? And then I would. I would go ahead and try to make a new image and then run it again versus this one, versus the other images. So sometimes I run Helium 10 audience maybe three times on a certain, a certain product. Okay, I hope you guys understand the value of this Number one. The first value is before I even launch a product, I can make sure that from day one I am launching with the most optimized image. The other option I could have done is even taking it a step further is Photoshop this into like Amazon search results and actually show the title and maybe show a couple of competitors. This is why I run Helium 10 Audience, sometimes 2,3 times. Yeah, it cost me like 200 bucks to do it. I mean I was using this since it was PickFu, since it wasn’t in Helium 10, but it was worth it to me, the kind of insight I get.

Bradley Sutton:

So number one is hey, am I running the most optimized search result image or experience? I guess, if you can consider the title also in the price? And then, secondly, am I completely overlooking something like I just did here, where I thought it was very clear that people are getting 2 different products here in the same package, but some people thought it was just a different angle of one product? Okay, we are going to run this live, a brand new one, and it just has two options, and it’s a brand-new product launch that I’m doing. So let’s go ahead and run this live together. I’m going to go to Helium 10 Audience and I have 2 images that are very, very similar. Okay, very, very similar, and it’s a product I’m going to launch today or tomorrow on Amazon. So here’s what we do. We go to tools in Helium 10. Under listing optimization, we hit audience and then I’m going to hit create new poll. All right, and I could do use poll builder or build from scratch. I’m going to go ahead and use the poll builder and we are going to do. You can see all the different things that we can test here A+ content, a general idea, logo, infographics or secondary image, product listing, product title, a video, a voiceover, even something about a website. All of these things we can do. I’m going to do product images, which is main image, right here.

Bradley Sutton:

Okay, do I’m going to do product images, which is main image, right here? Okay, now I’m going to write my question. So let’s go ahead and write. A question is, you are searching on amazon for a stackable egg rack? Which of these main image options would make you want to click on the product more? I can probably have made this better, but we’re going to do this live, all right, let’s go to the next step. All right, what are my two options? Let’s go ahead and add these. See, very similar, but again, I want every little bit counts. Remember, I just showed you guys that having a difference of even just 4% for my click-through rate could mean $50,000 a year, almost all right. So you can see there’s two different images here. One has a full rack of eggs and one only has half of them, and it’s a slightly different angle. Let’s go ahead and see the next step.

Bradley Sutton:

I can pick the audience, all right. So I could just go general audience first, available respondents. I might just go ahead and do that now. Or I can choose a custom audience where I’m like hey, I want men, I want women, I want dog owners, I want people who exercise four times a week. There’s a billion different options here. The one that I usually pick is Amazon Prime subscribers. All right, that’s what I’m looking for. I could pick an age range, right, in this case. I want this to run super fast, because the more I segment it like this, it takes longer. I’m just going to hit general audience because this product is general. You know, like men like it, it all ages. But like if I was doing a pet grooming product and it’s specifically for dogs, you better believe I’m going in there and I am going in and choosing, you know, like dog owners or something like that, or if I have a product that’s specifically for men or for women of a certain age group. I’m going to go in there and make sure that the people who are going to vote on this are exactly my target market. I’m only going to choose 50 people for the audience. I can find out, you know, behavioral habits or personal traits of the people who are responding here if I wanted. I’m just using the free option here. Next, step 50. Let’s just go with this.

Bradley Sutton:

All right. Now again, is this the best way to do it? No, the best way is probably to also show my competitors you know image, okay, and maybe even show it in the search results. I’m doing something simple, just so you can see how this works. All right, let’s go ahead and proceed to checkout. Boom, okay, it is working now. All right. So, this one is going to be in progress. We’re going to poll it up right here and we’re going to keep going back to this. This is live. It’s literally going out to a whole bunch of people right now. We’re going to go back and check that. What situations would you want to use this, compared to when you would want to use the Amazon manage your experiments. Well, if I haven’t launched my product, 10 out of 10, I am doing this, I mean literally 100% of the time that I launch a product I’m running a Helium 10 Audience on some of my main aspects right, because, remember, I don’t want to start off with potentially an unoptimized or not the best option for my image or title. Right from day 1, especially during the honeymoon period, I’m trying to get the best click-through rate possible and the best conversion rate.

Bradley Sutton:

Now, sometimes, if I’m just testing something else and I don’t, I think I’m doing pretty well and there’s nothing I’m going to do. That’s going to be a big change. Well, yeah, I’ll go ahead and run manager experiments, because it’s free, right on an exact listing. And actually, when you run manager experiments, you can get additional details on what’s going on, as you saw from what Amazon was showing, right? Let me just show you again what are the kind of things that you can see. You know you can see what your conversion rate is. You can see how many units are sold from search, how many sales from search. You can see the exact sample size, et cetera, et cetera. So in that situation, if I’m like, hey, I’ve got a pretty optimized listing. I’ve already run my Helium 10 Audience before and I just want to tweak something that I don’t think is going to make a big difference.

Bradley Sutton:

Well, yeah, I’ll go ahead and use the manager experiments, but if you have not tested your main image on a brand-new listing, you haven’t launched yet. 100% guys, I do not launch any product without having run this, and so if you are out there and you’re launching products and you are not split testing your image first, or split testing perhaps your price point or how the product might show up in the search results, I strongly believe you could be leaving money on the table. I mean, some people can change your click-through rate by up to 10%. Even if you change it 1%, 1% guys, on that one that I was showing you, that would sell what did I say? Like 10 units a day only. If I was only selling 10 coffin shelves a day and if I just change my click-through rate by 1%, we’re still talking thousands of dollars difference per year I’m getting by increasing my click-through rate just 1%. So is that worth a $50 Helium 10 audience? Well, you better believe. That’s why I do it for every single one of my listings.

Bradley Sutton:

Any questions so far with this concept of like split, testing your images before you launch. Kan says can you show me please how to navigate to the experiment page in Helium 10? Yeah, absolutely, let me show you really quick. So where this is you click your main menu in Helium 10 at the top left where it says tools and under listing optimization. And, by the way, everybody has this option. This is not something that’s only Diamond, because it’s a pay-per-use, so everybody has access to it. You click under listing optimization. It’s Audience. All right, there’s. Oh, my goodness, look at this, guys. I just started this like what? 5 minutes ago, not even 5 minutes ago. What am I saying? Like 3 minutes ago, and I’ve already got 18 results. And do you remember? I said you guys were kind of split down the middle between option A and option B. Well, take a look here. We’ve got now 10 to 9, so it’s very similar with what you guys had thought, except it’s slight chance to option A.

Bradley Sutton:

All right, so what are, what are some of the things that people are saying all right, one person here says I’m more likely to click on A, the left one, because this is full of eggs, which makes me think that’ll hold a lot more likely to click on A, the left one, because this is full of eggs, which makes me think that’ll hold a lot more, even though I know they hold the same amount. It feels like it can store and organize more. It’s also more visually appealing to see the eggs neat and orderly like this instead of the other image, so it makes me, you see, like that’s something I didn’t even think about. You see this other one where it’s like you know, somebody with like ADD or something like might be looking at this and like, hey, why do people just have random holes in this egg rack used? And it’s not all full. It’s like it’s just a psychological thing. All right, so I see, always when I run this guys, I always have new things that I didn’t think about. Look at this in the last one minute that I was talking, seven more people already responded.

Bradley Sutton:

Let’s go ahead and load those seven. We are still at almost half each here. Wow, that’s crazy. Right on the line of what people want more. I could see hey, what’s the age range of the people who are responding right now, it looks like 58% of younger people are choosing B, but of the older age range, 45 and up, 66% want option A. So there’s something right there. All of a sudden, I have some insight. Well, if my target market is older people, I might go ahead and favor option A regardless of the score here, because that’s who likes my product more. So that’s the kind of level that you can go in, all right.

Bradley Sutton:

So, your takeaway, guys, is if you’re in the midst of launching a product, don’t ever launch a product without running Helium 10 Audience. Okay, this is how important I think it is. You might think you have the best main image or the best title, but really make sure you have some solid proof before doing it. Now, if you already have a listing active, you still if you never split test anything and it’s something big like the main image it might be still better to run Helium 10 audience just so that you can get instant results within like a day, of which one might be better, and then immediately change it if you need to. Because remember, if you run manager experiments in Amazon, it might take 30 days to get a. You know enough results and in those 30 days 15 of the days, half of the day, half of the month you are running an image or a title or whatever. That is not exactly that. That is not optimized, and so you know you can just kind of understand that you might be leaving hundreds of dollars on the table half the month if you’re running something, a live split test like that. So that’s why I always like running my split test immediately in one day and offline.

Bradley Sutton:

All right. Did you say that when you do an A-B test on Amazon, they automatically convert the listing to use the best image they tested? If you choose that. So that is an option on Amazon where you can say automatic it’s called, automatically publish the winning result or something like that it’s called, and you just check that if you want it to automatically do it, or you just say you uncheck that and then you just look at the results and then you decide which one you want to go with. You have both of those options on Amazon. All right, we already have. The vote is finished for the egg rack pictures, and the one with all of the egg racks won with a score of 52 to 48. So this is not like a very clear cut winner here, but you know, like the other one, the coffin shelf one which had a score of like 50 to 20 to 20. But now at least I have a little bit more confidence to go with this image that has all of them, and then I’m going to start reading these comments here to see if I get more information. Look, it’s 50 people respond in like what? 10, 15 minutes here and now I have all this data to go through to really make my decision when I launch this later today.

Bradley Sutton:

Matter of fact, as soon as I get off this call, I’m probably going to do it. What am I? Which image am I going to use? And is there something I didn’t consider. Like remember what happened on the coffin shelf? I realized that people think that it’s the same. It’s the same image, just a different angle. So I’m going to definitely read this once I’m done with the call. Ali says using launch strategies like the Maldives honeymoon, when do you really start focusing on actual profit and long-term viability of the product? What’s the perfect balance? So all I think about during the launch strategy is getting to page one organically. I’m not concerned about profit. Now, I usually can’t, you know if I’m not launching a super competitive niche. I can usually get to page one within a week and then at that point I start maybe rate if I got, if I started getting my Vine reviews or other reviews, I might start raising the price up and take my foot off the gas. But I’m usually going really hard and heavy. Even if I get to the top of page one for 10 full days, even if I got to the top of page one after only 2 or 3 days, which happens sometimes in my launches.

Bradley Sutton:

All right. So I try to go really hard and heavy at least 10, 10 days to help me stick my landing more, and then at that point it’s a matter of all right now do I start to try and rank organically for my secondary set of keywords and then I just do it all over again. I still go really hard and heavy and losing money. Now if after 30 days of launch and losing money and putting a lot of money in PPC, I’m not getting the conversions I need organically or maybe I’m getting bad reviews, I have to. I have to like, kind of like, take a step back and look at what am I really doing Right? What am I doing wrong? Why am I not sticking my landing? Why are people not converting? Or why is my listing, not converting even though I’m at page one, all right. So these are things that you have to start considering, you know, after 30 days or more of your launch. Great question by Alex says how would you do your A-B test for your image against competitor images on Amazon search result pages?

Bradley Sutton:

All right, so what I would do? Let’s just say I was doing this large coffin shelf. Well, I’m not going to take a picture of the Helium 10 widget up here, right, I might take a screenshot. I would have to take away this previously viewed of this whole image right here, from the top of the image all the way down to the price, potentially right. And then I would make that an actual image, right? And then I would go ahead and choose a couple of the main competitors and take that same spot. And then you say, hey, you searched for large coffin shelf and these were the 4bmain search results you saw at the top of the page. Which one would you select and why? And always, I’m going to get comments on not just the image. Sure, I’ll get comments on the image. But then some people are going to comment on the price, some people are going to comment on the reviews and the star rating. And then now you can understand how people kind of like navigate the search results a little bit more by using the Helium 10 Audience there.

Bradley Sutton:

Joan says a little bit more by using the Helium 10 Audience, what do you test show if you have six variations? Well, you want to pick which one is the best-selling, right, because that’s probably what’s going to be in the search results. So, for example, for coffin shelves, I’ve got three variations, right. I’ve got a black one, I’ve got a purple one and a pink one. I do not test the purple and pink ones why? I know even before day one of when I launched my coffin shelf, the black one is the one that sells the best for everybody else and it’s the one that shows up in the search results right. Now if I was doing some super, super niche tests where I was like, hey, I just want to test my pink coffin shelf versus other pink coffin shelf, sure I could do it, but in this situation I’m only going to test the black coffin shelf because I know that is the one that sells like five to one over the other ones, and that’s the one that is the one that shows up in search results for everybody’s listings.

Bradley Sutton:

Kim says would you also recommend doing A-B tests on infographic images or is it more useful, important for the main image? All right, this is a great question. And then Kim says essentially have you found your conversion improved by testing infographics? Yes, okay. So remember I said I was only talking about one thing today, which is improving your click-through rate of the actual images. And remember I said at the beginning hey, we’re going to assume that your conversion rate is going to stay the same and I showed how much your sales could increase just by improving your click-through rate from the search results. But you can take the opposite. Let’s say you already have a fully, fully optimized main image and price point and title and your click-through rate is not going to improve. Well, what’s the other thing you can improve? You can improve your conversion rate. It’s the same exact thing almost. I mean not as much of a scale as the click-through rate, but if you can improve your conversion rate by 3%, right, that means if you get 100 clicks a day, you get three more orders if you improve your conversion rate by three.

Bradley Sutton:

So it’s the same thing. So maybe, if you think the infographics can make a difference if it’s not optimized. Absolutely, that should be something that you can test. All right, I always want to start with the thing that moves the needle the most and that’s the click-through rate. Because, remember, if I improve 3% click-through rate on a thousand impressions, that’s a big difference compared to changing the conversion rate by three, right. You know, on something that only gets 100. So you want to go ahead and split test your A+ content. Split test the things that are inside of your listing, your bullet points, like I’ve done that before. I show screenshot of bullet points and then Photoshop in other bullet points and then see what people think. Absolutely. All right, guys. Hope you guys enjoyed this episode. We’re going to go ahead and shut it down soon. We did a live test of Helium 10 Audience. I showed you how to use manager experiments in Amazon.

Bradley Sutton:

I really hope I got through to you, because I’m looking at numbers of how many people use Helium 10 audience or how many people are using PickFu, and it should be 100% of private label sellers Literally should be, but it’s not anywhere close to that or what people are using. So if you don’t have Helium 10, use PickFu. If you’ve got Helium 10, you’ve already got it right there in your Helium 10 Audience tool. Make sure to do that If you’ve never run it. Go to your number one selling product and get some variations of the image you know based on what else is selling, or compare your image to your competitors and get some insight, guys into how your target audience is interacting with your images and price and title in the search results. And if you’re launching a new product anytime soon, always have your graphic designer give you three or four options of main images and then split test that first before launching your product. So hope you guys found this beneficial. Thank you guys for joining and we’ll be back next month for another. Ask Me Anything, but if you’re a Serious Sellers Club member or Helium 10 Elite member, we’ll see you either next week or the week after, since we do this every single week. Thank you guys very much and enjoy the rest of your day or weekend. Bye-bye now.


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author-photo
Director of Training & Chief Evangelist

Bradley is the Director of Training and Chief Evangelist for Helium 10 as well as the host of the most listened to podcast in the world for Amazon sellers, the Serious Sellers Podcast. He has been involved in e-commerce for over 20 years, and before joining Helium 10, launched over 400 products as a consultant for Amazon Sellers.

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