How to Create A+ Content to Boost Your Sales on Amazon

When creating A+ content, it’s not always easy to determine what’s going to inspire customers to buy. It can be a challenge to create unique, informative and appealing content that will generate sales.
Have you ever found it hard to choose between two photos, titles, or descriptions? Is your target audience more driven towards red or black? Which words capture their attention more?

Amazon’s Manage Your Experiments tool is designed to help you compare different versions of your A+ content, and base your final content decision on real, accurate data.

In this blog, I will walk you through this fantastic tool. Read on to learn about what it is, who has access to it, and how to use it.

 

Contents: 

1. What is Manage Your Experiments?
2. Who can use Manage Your Experiments?
3. How to use Manage Your Experiments
   1. How to run A/B tests on A+ Content
   2. How to run A/B tests on the Main Image
   3. How to run A/B tests on the Product Title
4. A/B testing best practices
5. How can we help?
6. References 

1 What is Manage Your Experiment? 

Manage Your Experiments is a tool that lets you run A/B tests (also known as split tests) on your brand’s listings’ content. Experiments allow you to compare two versions of content, so you can determine which version performed best and then publish the winning content.

This means you’ll be able to test many different aspects of your A+ content and get data back that will confirm what is, and isn’t, converting best and producing more sales for your listing.

Some of the A+ Content elements you’ll be able to test are:

• Headlines
• Images
• Text
• The order in which your A+ modules are stacked
• Adding extra modules to your existing A+ content
• Adding charts, graphs, and graphic in place of photography for your images

According to Amazon, “Experiments can help you statistically find the best A+ content for your listings, improve future content, and help drive more sales.”

There are three steps to A/B testing your A+ content:

• Experiment: Running controlled experiments to test the performance of your A+ content
• Analyze: Interpreting results backed by statistics to make data-driven decisions about your A+ content
• Optimize: Maximizing sales by launching high-performing A+ content that resonates with your customers

 

2. Who can use Manage Your Experiment?  

To use Manage Your Experiment, you must meet two criteria:

• Brand eligibility
• ASIN eligibility

To have Brand eligibility, you must be a brand owner enrolled in Brand Registry. (If you’re not part of Amazon’s Brand Registry, click here to learn more)

To have ASIN eligibility, your ASIN must belong to your brand and be eligible for experimentation; it has to have received enough traffic in recent weeks. 

A quick way of checking if an ASIN is eligible for experimentation is to go to Brands > Manage Experiments > Select one option for testing. You will get a list of all the eligible ASINs. 

 

3. How to use Manage Your Experiment? 

After logging in to your Seller Central account, select “Manage Experiments” from the drop-down menu of “Brands.” 

On the dashboard, click on “Create a New Experiment” and select one option for testing. You can create A/B tests for  A+ Content, Product Title, or Main Image. 

After you’ve selected one option to run a test on and the eligible ASIN, you need to fill your:

• Experiment Name – This name will only be visible to you and used for your reference. 
• Hypothesis – it is one of the essential parts of your experiment. Your hypothesis asks the question that you expect to evaluate with your experimental content. An example of a  hypothesis could be “Changing my product title from being vague to being more descriptive will drive more sales.”
• Experiment duration and start dates – The recommended experiment duration is 8-10 weeks. You can always change your duration or end your experiment early. However, the longer you run your experiment, the more you can trust the results.

3.1. How to run A/B tests on A+ Content 

• After making sure the ASIN is eligible, the second crucial thing is to have your A+ content approved and not saved as a draft. 
• Select “A+ Content” from the drop-down menu on the “Create a New Experiment.” 
• Select the ASIN you want to run a test on
• Select a version A and a version B for the A+ content. You can test your existing content with your new content. 

• After you’ve filled in all the necessary information, click on select “Schedule Experiment.” Your experiment will take up to 48 hours to be approved and run after being submitted. 

3.2. How to run A/B tests on the Main Image? 

• Select “Main Image” from the drop-down menu on the “Create a New Experiment.” 
• Make sure your image is within these guidelines.
• After uploading your images and filling in all the information, click on “Schedule Experiment.”

3.3. How to run A/B tests on the Product title? 

• Select “Product Title” from the drop-down menu on the “Create a New Experiment.” 
• Make sure your title is within 200 characters and includes spaces. 
• Once you have filled in all the information, click on “Schedule Experiment.”

 

4. A/B testing best practices

 Here are some do’s and don’ts when it comes to A/B testing your A+ content through Amazon’s new Manage Your Experiments feature.

Do:

• Experiment on high traffic ASINs. The more people visit your product details page, the larger the sample size for your experiment.
• Make one significant change at a time. If you change too many variables at once, you won’t know which ones influence any changes in your results.
• Plan a long enough test to make a high confidence decision. You can run experiments for 4, 6, 8, or 10 weeks.

Don’t:

• Test minor differences in content. Focus on changing headlines, images, and other meaningful elements of your A+ content. 
• End your experiment early. Gather as much data as possible to make the most informed decisions possible.
• Apply different ASINs to your two versions of content. To run your test, both versions of content must have the same ASINs applied. 

What elements can you test? 

You can A/B test variations of nearly any element of your A+ content. Here are some A+ content test ideas from Amazon Brand Services:

• Add a comparison table
• Add or remove a company/brand logo
• Move your existing A+ modules around
• Update or replace the text in your modules
• Swap the order of your images
• Present the same images and text using a different module
• Try lifestyle images
• Introduce new A+ content modules

To check the results of your A/B testing, go to the “Manage Your Experiment” dashboard and select “View experiment details.”

After a week from the moment you created your A/B test, you will be able to see the results:

• The units sold per unique visitor. 
• The conversion rate
• The total number of units sold 
• The number of sales each version generated 
• The sample size. 

These performance insights can help you choose the most effective content for your product detail pages which, in turn, can boost sales and conversions for your Amazon products.

 

5. How can we help? 

Bellavix has a team of experts that will take your business to the next level. From managing your account, creating unique content to boosting your sales, we are dedicated to helping you succeed. 

If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.

 

6. References: 

1. https://sellercentral.amazon.com/gp/help/external/help.html?itemID=VP453K5XRBJS7Y9&ref=efph_VP453K5XRBJS7Y9_cont_G2
2. https://sellercentral.amazon.com/gp/help/external/help.html?itemID=YZYA77YZTWTF7YZ&language=en_US&ref=efph_YZYA77YZTWTF7YZ_cont_VP453K5XRBJS7Y9
3. https://sellercentral.amazon.com/gp/help/help.html/ref=id_1881_cont_17771?ie=UTF8&itemID=1881&ref=mye_create_page_view_image_guidelines

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