Gestión de experimentos en Amazon

How does Amazon Experiment Management work?

If you want to optimize your product on Amazon and take advantage of all the resources that the platform makes available to you, Amazon Brand Analytics is an advantage of brand registration that will become your secret weapon. Of all its functionalities, today we will talk about Experiment Management; An option that the platform has recently launched and with which you can increase the conversion rate.

Amazon Experiment Management works like A/B testing. It is a very simple methodology to implement that allows you to create two different versions of content that will then be randomly shown to customers.

Thanks to this tool, you will be able to send A+ content, titles, and alternative images of your products to Amazon in order to collect information such as traffic or which version of the product has obtained the most conversions. This way, you can improve every element of your marketing campaigns until you’re sure you’re publishing the most appropriate content on the platform.

From Nozama Solutions, we teach you what Amazon experiments consist of, how and why to implement them and what you should do to get the best results. Notes!

What are Amazon Experiments?

This function consists of testing two variants of an element of our listing, comparing its performance to draw conclusions and applying the results. The process is very simple: we create two versions of the same content, release both at the same time, and see which one works better.

It is important to note that the product is not duplicated, but rather Amazon uses its Big Data and Artificial Intelligence (AI) to randomly send each of the versions to different customer segments based on their gender, age, population, history, or buying patterns. The goal is to identify which version of the product has performed the best in terms of traffic and conversions.

Why run Amazon experiments

1) To increase your profitability: Amazon experiments are an affordable and easy way to increase your ROI in a short time. With them, you’ll be able to understand what really works when it comes to increasing your conversion rate.

2) To optimize content with a solid strategy: On Amazon, it is advisable to optimize content on a regular basis. This analysis will help you incorporate changes in a controlled and measurable way, so you can stay with only what really works for your brand.

3) To improve your brand’s credibility: Thanks to this feature, you will be able to understand the elements that show the customer that your product is the one they are looking for, and you will also be able to ensure that there are no confusing arguments or unanswered questions in your listing.

4) Take care of the details that really matter: Something as simple as the size of an image or the description of bullet points can make a crucial difference in your conversions. With proper analysis, you’ll be able to identify and apply the details that increase your sales.

5) To know your audience and build customer loyalty. The only way to really get to know your target audience is through experiments. On Amazon, there is no single strategy to follow and, little by little, you will find a way to improve your results and achieve success on the platform.

How to do a good experiment on Amazon?

To ensure the best results, we recommend that you consider these practices:

1) Version A and version B must be very different from each other: the more different the content, the more likely it is that the detected performance differences will be significant and not by chance. For example, for experiments with images, try alternatives that make your product easier to understand and provide more information.

2) Don’t be impatient: In order for the results of an experiment to be statistically relevant and for the platform to be able to collect as much data as possible, its duration should be at least 10 weeks.

3) Look at your key KPIs: the experiment should always be in line with your brand goals and compare the metrics that are most related to them, for example, the conversion of new visitors or repeat purchases.

4) Incorporate the results: After the experiment, focus on the winning details and keep testing different variables until you get the perfect listing for your product.



Want to know how to set up a step-by-step experiment?

Take a chance! Amazon Experiments are the perfect place to unleash your creativity and experiment. Dare to try new ideas, you never know what a surprise in the results may give you.