Split testing is one of the most powerful, and under-utilized, strategies for Amazon sellers. However, the strategy and processes for running tests on Amazon require precision and know-how. The upside is that when done properly, you can see immediate lifts in profits of upwards of 30% with just a few small tweaks. In this exclusive webinar, Greg and Andrew will show you the exact steps you need to follow in order to run successful tests and boost your profits immediately!

1. The Insider’s Guide To
Running Amazon Split Tests
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Tuesday, August 9th

2. A Fun Game:
Which Test Won?
**These are not the exact products used, but representative products to preserve
the sellers’ privacy.
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3. Enter Your Guesses In The Survey...
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4. 4
Main Feature Image Test: Larger Product vs. Smaller Product + Include Packaging
Variation A Variation B

5. 5
Sale Price vs. No Sale Price
Variation A
Variation B

6. 6
Detailed Graphics vs. Lifestyle Product Image
Variation A Variation B

7. And The Winners Are...
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Improved Daily Profit By 45%
Improved Conversion Rate 17%
Larger Product, No Packaging
Improved Conversion Rate
21%
No Sale Price
Improved Sales by 22%
Improved Conversion Rate
19%
Infographic

8. The Takeaway:
You never know what will perform
best…..until you run tests with actual
data!
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9. 9
Amazon is getting more competitive and
crowded.
Optimizing your listing is ever more important.
9,000 people selling “bbq gloves”.
How can you compete?
Answer:
Run Split Tests

10. What is split
testing?
Controlled | Randomized | Experiment
Between two or more variations...
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Will lead to Improved Metrics
(ie click through rate,
conversions, profits, etc)

11. How Split Testing Works
Control (original)
Variation
Distribute traffic between original and variation
(visitor doesn’t know they are part of a test)
Accumulate enough data to identify a *statistically
significant* change in visitor behavior
“Statistically Significant” is the likelihood that a
change (ie conversion rate) is not due to random
chance.
This gives you confidence that the changes you
make actually have an impact!
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12. Challenges to split testing on Amazon:
↪ You must work within Amazon’s guidelines (character limits, formatting, etc)
↪ All traffic must go to only one page
↪ Amazon only gives traffic data on a daily basis (therefore must make changes
daily at 12 midnight)
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13. High Impact Test #1: Price
In a low-priced niche (ie price sensitive
consumer), would a change in price
change the profits?
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↪ Large changes +/- $2.00
↪ Small changes $x.97 vs $x.88 vs. $x.99

14. Recommended Price Tests
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↪ Highly Competitive Niche - Try
small incremental changes
↪ Low Competition - Try Increasing
your price by $1 or $2
↪ Differentiated/Improved Product -
Increase price by more than you think

15. Pricing Example: A cheaper price will generate more
clicks and sales
$18.60
Sponsored Ads
Hypothesis:
Adjusting pricing (to $9.99) will generate more clicks,
and sales.
I may make less profit per unit sold, but overall will get
more sales.
Ultimately, I should increase my profits.
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$19.99
$14.99
$18.99
$9.99

16. High Impact Test #2: Main Feature
Image
Top search results for “bocce set”
Could the top organic result get a higher click
through rate with a different image?
With an undifferentiated product (ie colored balls),
would a change in main image increase the click
through rate?
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Sponsored Ads

17. Image Test: Make it appear a lot is included with your item
You can combine images of
your product to feature
different aspects.
Variation A shows a large
version of the balls, as well as
the carrying case.
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Control Variation A

18. Image Test: Example 2
VS
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19. Image Test:
Bring the Product
To Life
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Instead of (photoshopped) two-
dimensional images, try showing
it in action.
Minimal Propping is OK in main
image as long as it does not
confuse the customer.

20. Image Test: “Explain” Your Product Visually
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Use diagrams and notations to show the differentiating features of your product.
This helps quickly convey information that they may not read in your listing’s text.
vs.
vs.

21. Image Test: Show Interesting Product
Photos
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Roasting sticks would be just a line if you
included the whole image.
Competitors Included the whole packaging.
Our solution:
Stand out with a unique angle, product
composition, close-up image.

22. Split Testing Best Practices
Run your test until 90% or 95% statistical significance - minimum 2 weeks (ie
know that your changes will have a positive impact!)
❗Only test one thing at a time.
❗Start with easier tests (price and image) vs. more nuanced tests (product
description)
❗Switch variations every day (at midnight) to account for day-to-day or seasonal
changes
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23. Automate Your Split Testing with Splitly
Results from a recent pricing test.
Hypothesis: decreasing the price by a dollar would increase sessions,
conversion rate, and sales.
29% more page views
66% more sales
33% higher conversion rate 32% HIGHER PROFITS!
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24. Splitly Data: Rotation Log
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Review the key metrics for every variant on a given day...

25. Splitly Data: Test Summary
Or view the test
summary in a
simple dashboard.
The Variation
showed
improvements
across the board.
This is a good
thing!
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26. Impact on Profits
from Test Results
For example, Jungle Stix sells
$16,000/month in sales, $4,800/profit
33% increase in profits =
$1584 per
month, $19,000
per year, straight to
the bottom line!
Continue to optimize for different
metrics (CTR, Conv. Rate,
Impressions)
Run automated tests on each
product you sell
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27. Try Splitly Today:
Get 50% Off Your First
Month
(exclusive offer through 8/12 at 11:59p PST)
www.splitly.com/js
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