Boost Conversion Rates with Amazon Split-Testing for A+ Content

Last updated on August 11th, 2023

Written by Mohamed Aden

Do you want to ensure that your Amazon product listing's A+ Content (formerly Enhanced Brand Content or EBC) has a high conversion rate? With the Manage Your Experiments tool, you can perform Amazon split testing and determine if the content is getting a favorable response from your customers.

Let’s learn how to integrate A/B testing into your marketing strategy and collect the necessary data for your brand’s improvement.

Trials & Tribulations: Managing Amazon Experiments

Your store operates on a digital platform. Without running a few tests and experiments, there is no direct and upfront way of knowing what kind of content works best for your audience. It may also require at least two weeks or even several months to collect adequate data from such tests. 

Fortunately, in 2019, the ecommerce platform introduced a feature that can aid sellers in their Amazon selling and marketing journey without taking that much time. The Manage Your Experiments tool allows sellers to run split tests or A/B tests on their product listings simultaneously by simply connecting the tool to your Seller Central account.

With Manage Your Experiments, you don't have to limit yourself to publishing only one content version at a time before you can tell if it drives enough sales. 

The Amazon A/B testing feature helps speed up the identifying process and opens access to developing an effective strategy. Amazon’s system collects important customer information and compiles it into easily understandable and highly organized data charts.

Since it is a fairly new feature, users could only run a split test on specific content aspects like the product title during its beta test stage. However, the feature naturally expanded its scope once it was launched and began its operations.

Today, Manage Your Experiments allows sellers to conduct split test experiments on the following detail page elements:

• Product Title
• Main Image
• A+ Content
• Bullet points and Product Descriptions

Additionally, Amazon added new features last September to further help sellers make the most out of the tool, including 

• an option to automatically publish the best version as part of your product’s detail page, and 
• a feature that tests versions based on interaction rather than a timeframe.

With these additional features and the platform’s ever-present customer-centric nature, an Amazon seller like you can create content that yields higher conversion rates for your product detail pages.

What Is Amazon’s Split Testing Software, and How Does It Work?

Before discussing the operational aspects of Amazon’s split testing tool, it’s best to provide context and outline crucial details. What is split testing in the first place, and how does this practice enhance your brand and business?

Like actual scientific experiments, an A/B or split test compares group variations to determine which version produces the optimum outcome. 

The split testing approach eliminates guesswork, ensuring the best outcomes are achieved with unwavering precision.

Group A is the original or control group, where no variables are changed, while Group B refers to the variation. Both versions are run simultaneously to gather data on their performance and analyze the impact of changes made in the latter group.

When it comes to Amazon’s split-testing, once a customer lands on your product page, Amazon would automatically divide them into two groups, each viewing one of the two versions of your A+ content.

The two versions will be published for viewing during a predetermined period (between one to two and a half months). During this period, Amazon's algorithm will collect the data. 

After the experiment, the results will be turned over to sellers for analysis, which will serve as an Amazon guideline for determining which content version converts better.

*For reference, the image above shows a split test example of A+ Content for a Gator Cable product with a high conversion rate currently published on Amazon beside a product page without A+ Content.

Can Every Amazon Seller Use the Split Testing Tool?

As evidenced above, split testing is highly beneficial for product listing optimization. You may be excited to try this feature for your own detail pages, but it’s best to hold your horses first. Sadly, not all Amazon sellers can take advantage of the benefits of Manage Your Experiments. 

To qualify, you have to be

• a brand-registered seller from regions such as the United States, Canada, Mexico, United Kingdom, Germany, Spain, etc.,
• a trademarked brand, enrolled in Amazon’s Brand Registry, and 
• have a minimum of one (1) high-traffic ASIN with already published A+ Content.

With more people visiting your product page, you can collect more valuable data for analysis. In turn, you get more opportunities to expand your knowledge of creating better-quality content.

How to Create A+ Content Split Tests on Amazon

After learning how the tool works and which sellers can use it to their advantage, it's time to learn how to run split tests for A+ Content on Amazon. Once you've identified your primary goals for the experiment, head over to your Seller Central account and do the following:

1. Click on the “Brands” tab at the top of the page to access its dropdown menu. Select “Manage Experiments” from the menu, and you will be brought to Manage Your Experiments’ main dashboard.
2. Find “Create a New Experiment.”
3. Choose “A+ Content” as the detail page element your split test experiment will focus on.
4. Click on your chosen reference ASIN.
5. Name your experiment, state your hypothesis, and specify how long you wish for the experiment to run in the information box that will pop out.
6. Fill out the Content Selection sections.Choose content to be displayed on the A section:Choose content to be displayed on the B section:
7. Once satisfied, click “Submit A/B Test” located at the top right of your Seller Central account.

3 Steps for Increasing Conversion Rates

Split-testing makes it easier to design and create product listings A+ content that is more customer-centric and yields a high conversion rate. While running the test, you also learn valuable pointers that can be applied to content materials moving forward.

After analyzing and interpreting the results, you can change the content as needed. For effective execution and management, take note of the following: 

• During the revision, concentrate first on the more important elements of your Amazon listings for products (e.g., headlines and product images).
• Do one major revision at a time only. Juggling too many elements makes it hard to understand their impact on the overall content, let alone the test results.
• Run the test for an adequate amount of time, so your results will yield more valuable data for analysis.

In a Nutshell

Amazon has created Manage Your Experiments to give sellers like you the upper hand in publishing high-quality A+ content that drives maximum sales. This way, you don't risk using content that fails to align with your customer's needs and preferences and wasting valuable resources.

Split-testing content buys you more than enough time to revise the product descriptions, images, and layout of any new or existing listings using valuable data from testing. Hence, you minimize the probability of losing sales due to publishing subpar content that converts for long periods.

To learn more about using A+ content to boost your product's rankings and take your Amazon business to new heights, take advantage of our free consultation with solid Amazon professionals.

Book a call with us today!