这份终极指南将教你如何对亚马逊商品详情页进行A/B测试。无论商品上线前还是上线后，你都可以测试包括图片、标题、描述、A+内容等所有要素，从而优化你的商品表现。
如果你想在亚马逊这个电商平台上脱颖而出，对产品详情页进行 A/B 测试是必不可少的一步。
诚然，亚马逊平台上有数百万种商品，想要开始将自己的产品与竞争对手区分开来似乎是不可能的。
但事实并非如此。
亚马逊上有许多优质的 Listing，但也充斥着大量有拼写错误和描述不清的产品页面。通过亚马逊 A/B 测试，你的产品就能轻松超越竞争对手。
我们可以肯定地告诉你，所有头部品牌都会在 Listing 上线前后进行 A/B 测试。因为这确实是了解你的页面内容能否吸引目标受众的唯一方法。
A/B 测试旨在衡量同一份内容的两个不同版本，哪一个表现更好。它的应用范围很广，你可以测试各种内容：网站的落地页、产品图片、信息图表、书籍标题，甚至是社交媒体广告。
你甚至可以在产品发布前测试相关的元素——例如不同的产品颜色、设计方案，或是不同的包装设计。
根据你所使用的 A/B 测试工具，你可能会获得量化数据，也可能是质化数据。（使用 PickFu，你可以同时获得这两种数据。我们稍后会详细说明。）
亚马逊的部分卖家可以通过其官方工具“管理您的实验（Amazon MYE）”来开展实时的 A/B 测试。
如果您是品牌所有者，并在美国市场负责销售您品牌旗下的商品，那么您就可以使用 Amazon MYE。简而言之，您必须符合亚马逊品牌注册（Amazon Brand Registry）的要求。不满足这些条件的卖家将无法使用此功能。
对于符合条件的品牌卖家，Amazon MYE 的操作流程如下：首先，您需要选择希望进行测试的产品。接着，明确您要执行的实验类型。
然后，您将提交一个新版的产品详情页（listing），与原版本进行对比测试。尽管您可以对任何内容进行修改，但我们建议每次只改动一个元素。例如，如果您计划测试更新过的亚马逊 A+ 内容（A+ Content），就只调整 A+ 内容部分，而不要同时修改商品五点描述（bullet points）、商品描述（product description）或商品图片（product image）。
当测试正式启动后，亚马逊会将您的商品详情页访问者平均分配，一半流量导向旧版本，另一半导向新版本。当然，您的商品详情页必须有足够的访问量，这项功能才能有效运作。如果您的商品详情页流量不足，将无法在亚马逊上进行分拆测试。
即便您的商品拥有足够的流量，传统的实时分拆测试也需要一定时间才能得出显著结果。您可以选择两种方式来运行您的亚马逊 A/B 测试：
每周，亚马逊都会向您反馈两个版本中哪个转化效果最佳，以及这可能对您的销售额产生的影响。
举个例子，假设您正在对两个不同版本的产品标题进行分拆测试。一周后，您收到了初步结果：版本 B 的转化率比版本 A 高 7.23%。这意味着如果版本 A 每周能为您带来 $300 的收入，那么版本 B 可能会让您每周额外增加 $21.69 的收入，每月大约多赚 $86.76。
当然，无法保证您在测试的第一周就能积累到足够的数据来获得有意义的结果。大多数实时分拆测试通常需要至少两周，甚至四到五周，才能展现出具有参考价值的成果。
当您的亚马逊分拆测试结束后，您可以手动发布表现更优的版本。此外，您还可以设置亚马逊MYE，让系统自动发布表现最佳的版本，从而为您节省时间和精力。
如需了解更多细节，请查阅我们关于 MYE 的分步操作指南。
If you don’t want to spend time waiting for your MYE results to come in on your Amazon Seller Central platform, there’s another excellent tool for Amazon FBA sellers: PickFu, of course.
PickFu is an Amazon product research tool that enables you to quickly test elements of your Amazon listing with audiences that match your customer profile and target demographics. For example, you could test product names, copy, or logos, or try image split testing with variations of your main photo.
Split testing with PickFu takes minutes, not weeks. No need to worry about traffic, either – PickFu brings the respondents to you.
This means you can test different variants before you even invest in creating new products. Or at the very least, before you launch them on Amazon. Amazon SERP optimization begins with product listing optimization, after all.
That way, you can go live with the best version of your product and listing right away. You can also test other assets with PickFu, like PPC ad copy and even product features.
Top Amazon sellers, brands, and agencies use PickFu for listing optimization all the time.
This main image split-test poll is one key example. An Amazon seller asked 50 U.S.-based homeowners and Amazon Prime subscribers which product image they preferred for a hook rack.
The two images were nearly identical. They showed an identical product – a wooden bracket with silver hooks for hanging up things like coats, hats, and backpacks.
There was one key difference between the two images: Option B showed the product packaging. Option A did not.
The target audience of Amazon Prime users/homeowners picked Option B as the winner. Here’s why:
Since the poll is such a close one, it’s worth looking at both sides of the debate. Respondents who voted for Option A preferred the more zoomed-in image, so if the seller zoomed in a little more, Option B might be even more of a winner.
The product packaging might need sprucing up, too. A respondent who ended up voting for Option A wrote, “I normally choose the one that includes the packaging but in this case, it does not enhance the image.”
The PickFu panel’s signature written feedback provides more than a spotlight on areas you need to improve. You’ll also discover what you’re doing well – and you can work that into the messaging of your listings and branding.
Starting an Amazon split-test poll is quick and easy with PickFu. Get started with one of our Amazon testing templates.
And psst, guess what? We’ve got even more tools to help you boost your Amazon business. One of our favorites is our Amazon Mockup Generator.
PickFu’s Amazon Mockup Generator lets you create mockups of your Amazon listing. Instead of changing details on Photoshop every time you set up a new test, you can use the mockup tool to quickly create variations – no graphic design skills needed.
You can pull ASINs from the detail page of an existing Amazon listing or use keywords for a hypothetical product. Use our mockup generator to test variations of your own listing, or to line your listing up next to your top competitors’ products.
Then, you can import your mockups directly into PickFu’s poll builder to split-test them with real consumers.
With the Amazon Mockup Generator, you can easily discover the best main image, title, and price point combo to stand out against the competition.
Since PickFu polling happens outside of Amazon, you can run polls for idea validation before going into production or committing to inventory.
If you already have live listings, using PickFu means there’s no risk of losing sales if the new variant performs worse than the original. You don’t have to change anything in your listing until the poll results have shown it will perform better.
Here are a few key differences between these two types of Amazon split tests:
Traditional split tests use Amazon shoppers as they are shopping as test subjects.
The PickFu panel is composed of vetted respondents who are paid a small stipend to answer your poll. A popular audience available to test on PickFu is Amazon Prime members. However, a PickFu split test is conducted outside of the Amazon marketplace, so there may be variances between the PickFu panel and Amazon shopper demographics.
When running a traditional split test, Amazon shoppers are not aware that their behavior is being monitored. They do not know that there are other versions of your listing other than the one they are seeing.
On PickFu, the respondent panel sees all variations in order to compare them and provide their feedback. Not only does each respondent vote on the variation they like best, but they each also provide a written comment explaining why they chose their preferred option. These written comments provide insight into what works with shoppers to help guide your decisions.
Traditional split tests often take days or weeks to complete.
Most PickFu polls complete within hours.
Traditional split tests cannibalize your sales.
By definition, a worse version of your Amazon listing will always be showing while you run live split tests – meaning you lose out on conversions and sales. With PickFu, testing before you launch means you reduce this risk and avoid lost sales.
The cost of traditional split testing on Amazon is often unpredictable. You need to pay for the testing software you’re using to split test, as well as the cost of the ads you’re running to build traffic.
With PickFu, you only pay for the polls you run – and pricing is transparent up front. Tests start at $15 for a 15-person panel and change as you customize your poll options or audience targeting.
Traditional split tests use live Amazon listings.
On PickFu, your product does not need to be live on Amazon – meaning you can experiment with variations that the general public will never see. Test product variations such as color options or design before going into production. Get a sense of what shoppers want before committing to inventory. Or perfect your Amazon packaging with feedback from PickFu’s audience.
Traditional split tests can only compare variations of your own Amazon listings.
Using PickFu, you can perform competitive analysis by polling your listing against competing listings. Gain insight into how your product fares against category leaders. Split testing product copy and your main image is especially effective with competitors.
When running your own e-commerce business, especially with proprietary products you’ve created, confidentiality is a top concern. We get it. That’s why we have several measures in place to protect the confidentiality of your ideas, products, and business.
Before taking part in any polls, every respondent signs a thorough non-disclosure agreement (NDA). Respondents are restricted from taking or sharing anything they see in a poll.
PickFu polls are private by default. This ensures that anything you share in the poll won’t be indexed by search engines and stays between you and the respondents.
However, you have the option to include your poll in our public poll gallery, where sellers can get ideas on how to use polls and see how effective they are. You’ll get a small discount for sharing your poll in the public gallery.
Ready to get started?
Create your first Amazon split test on PickFu today. Get ready to gain new insights, improve your click-through rate (CTR), and drive more conversions – all without taking the risks associated with a real-time test.
An A/B test compares two versions of a webpage, product listing, or other content to see which one performs better. By showing each version to different groups, you can see which one gets better results and make decisions based on real data.
There are two main tools to use for conducting A/B testing on your Amazon product listings. Amazon’s Manage Your Experiments A/B testing tool is ideal for live testing. PickFu is a great choice for risk-free testing that doesn’t interrupt your live listing – or that lets you perfect the listing before you publish it.
Either way, you’ll create two versions of your product title, description, or main images. With Amazon’s Manage Your Experiments tool, Amazon will split your audience in half and send each half to one of the variations. You’ll receive updates on key metrics like conversion rate, sales, and customer engagement over a set period, typically a week or more.
With PickFu, you don’t test your actual customers. You run a poll to a target audience of your choosing, and they provide a vote and written feedback in return for a stipend. You’ll get both qualitative and quantitative data from PickFu’s Amazon split-testing polls.
After gathering sufficient data, you can publish the more successful listing.
Amazon FBA can be a great option for many sellers, but it really depends on your business and goals. With FBA, Amazon handles storage, shipping, and customer service, which can save you a lot of time and hassle.
That said, Amazon FBA startup costs can add up quickly, including buying inventory, shipping to Amazon warehouses, and FBA fees. Make sure to crunch the numbers on your product profitability and sales potential to see if FBA is the right fit for you.
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