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E-commerce sellers typically use split testing for product photos. But you can split test at any step on your way to market: for product ideation, when deciding what to sell, or in the case of this Which One Won? to see how you fare against competing products or listings.

The product in question: a camping shower. Using PickFu’s audience targeting, the seller uploaded screenshots of five product listings and asked 50 Amazon Prime members with an interest in camping, hunting, and fishing which one they would most likely buy.

Can you guess which one won?

And the winner of this Ranked poll is…well, there was no majority winner, but Options A and C tied for the most votes with a score of 50.

Option B came in next with a score of 30, while Option E scored 22 and Option D came in last with a score of 10. 

Let’s take a look at the results and see what they reveal about what consumers want in a camping shower.

Gone huntin’ for bargains

Using ranked-choice voting, respondents listed the five options from their favorite to least favorite. Based on their comments, it seems these outdoorsy Amazon shoppers have the same priorities as most consumers: good quality, good reviews, good price. 

Options A and C are the only ones with discounted prices, and respondents noticed. Those who ranked Option A first also liked that the image shows everything that comes with the purchase, including the bag, which some consider an accessory.

Why not a clear victory for Option A? Its lack of ratings might have something to do with it. While the other options have dozens of reviews, Option A has only seven, and four stars at that.

Option D, meanwhile, has the best rating and nearly 200 reviews, but its price ultimately scared people away.

“Way too expensive at 3x the price,” wrote one respondent. “I don’t think I’d spend $150 on a camp shower,” said another.

Interestingly, the water graphics in the product photos for Options B and E got mixed reviews. One respondent said it “gives confidence in the product, it’s noticeable, it makes me want to buy it,” while another said, “the splash of water looks like it’s malfunctioning.”

Other highlights

  • Both the highest- and the lowest-earning groups preferred Option C, the cheapest one
  • Option C was the favorite among 25-to-34-year-olds, but respondents 45 and older preferred Option B 

What they said

“I went from the sturdiest looking to the least. The one with a splash of water looks like it’s malfunctioning.”

“My top choice [Option C] has the right pricing, build quality and ease of use from the options that I see here.”

“I am most likely to purchase [Option] B because it has a good price and a sufficient number of positive reviews. I am most nervous about [Option] E because the reviews look to be less positive.”

“Option C has the best combination of high reviews and value, [Options] A and B are not quite as well reviewed but also offer good value, [Option] D seems to work well but is expensive, [Option] E has bad reviews.“

“I usually trust the reviews on products like this, and you also tend to get what you pay for, so I think Option D has the best reviews and price point for what one might expect to pay for a high quality item in this category. Options C and B are comparable in review and similar in price, so those would be my next selections. Option A hasn’t been reviewed very much, so I’m not going to risk a purchase on that item just yet. Option D seems to be the best bet based on the rating community and user experiences.”

Key takeaway

Price, quality, and reviews — no matter what you’re selling online, customers look for these three fundamentals.

Once you’ve found a product that satisfies all three, then you can start perfecting every detail of the product photo. Learn how to do that in this guide to optimizing your Amazon product images.

Want to dive deeper?

Results by commonly used words

Results by income

Results by age

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Matt Ellis

Matt Ellis (he/him) is a freelance content writer specializing in design and e-commerce. For over a decade he's been sharing his industry knowledge through e-books, website copy, and blog articles. You can learn more about his career and writing services on his portfolio site, mattelliscontentwriter.com.

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