Boost Buyability with Amazon’s Manage Your Experiments Tool

Learn how to use Amazon's Manage Your Experiments tool to increase product buyability in this guest article from Launchbox Creative.

As a brand selling on Amazon, the content of your product detail page (PDP) is crucial for searchability, increasing click-throughs, and driving conversions. Your product copy, images, A+ content, and other elements can make or break a customer's ability to find you (through paid search or organically) and their decision to click "add to cart." However, many brands fail to take advantage of the powerful tools available to measure the effectiveness of their PDP content.

Enter Amazon's Manage Your Experiments (MYE). This game-changing tool allows eligible sellers to run A/B tests, also known as split tests, on key aspects of their product pages, giving them data-driven insights to optimize their content and increase conversion. In this blog post, we'll dive into MYE and explore how you can leverage it to take your Amazon presence to new heights.

What is Manage Your Experiments and Who Has Access?

Manage Your Experiments is a testing platform within Seller and Vendor Central that enables brand-registered Amazon brands to run A/B tests on various components of their product detail pages. This includes:

• Product copy: titles, bullet points, and description
• Product images
• A+ Content
• Brand Story

To access MYE, you must meet two key eligibility criteria:

• Brand Eligibility: You must be a brand-registered seller on the Amazon US marketplace.
• ASIN Eligibility: The specific ASIN(s) you want to test must have enough traffic to provide "statistically sound results" for your experiments.

If your brand and ASINs meet these requirements, you'll find the Manage Experiments portal in your Seller Central dashboard under the "Brands" section.

How Do I Start an Experiment?

Getting an experiment up and running in Manage Your Experiments is a straightforward process:

1. Log into your Amazon account and navigate to the Brands > Manage Experiments section.
2. Click the "Create a New Experiment" button.
3. Select the element(s) you want to test.
4. Follow the workflow to set up your experiment, including defining the variations you want to test and the parameters (e.g., duration, traffic allocation, etc.)
5. Review and launch your experiment.
6. Once live, Amazon will automatically direct a portion of your product page traffic to each variation, collecting data on key metrics like click-through rate, conversion rate, and sales.

What Should I Test with Manage Your Experiments?

The beauty of MYE is the breadth of elements you can test on your product detail pages. Here are some of the key areas you can experiment with:

• A+ Content & Brand Story: Test different module orders, images, and more to see what resonates best with your customers to create an engaging Brand Story and A+.
• Product copy: Tweak the wording, length, and keyword placement to optimize discoverability and click-through.
• Product images: Try various angles, backgrounds, or even product models to determine the most conversion-friendly visuals.

Additionally, MYE allows for multi-attribute testing. Currently, when you choose this option, you can select the Title, Product Images, and Bullet Points as elements to test. Typically, we recommend testing one variable at a time to more directly pinpoint which PDP changes have positive or negative impacts. That said, if you did a full refresh of your product listing and you just want to test if the aggregate changes made a positive impact, that is when we would recommend using the multi-attribute option.

What Data Do You Get from Manage Your Experiments?

The Manage Your Experiments dashboard provides a wealth of insightful data to help you understand the performance of your tests. In the results of your test, you’ll find the Sample Size, which provides the number of unique shoppers that visited each of the two versions in the test.

You’ll find a handful of performance metrics including Conversion Rate, Units Sold, Sales, Units Sold From Search, and Sales From Search.

Amazon also provides probability or likelihood, that version A or B will perform better and an evidence strength level (eg. “Weak”) illustrating the confidence of the outcome of the experiment.

Lastly, the Potential One-Year Impact Estimate provides incremental units and sales over the next year from publishing the winning version of the content. For high-confidence winners, you will notice that most of the projected impacts are positive. For low-confidence winners, you will notice that the "worst case" impact may be negative. This is because there is still a chance that the content that performed worse during the experiment may actually perform better over time.

All of this data should be taken directionally and with a grain of salt. The most tangible metric, from our perspective, is the Conversion Rate. Many variables can affect sales data, but Conversion Rate is a direct indicator of the buyability of your product page.

What Are Some Best Practices When Using Manage Your Experiments?

To get the most out of Manage Your Experiments, keep the following best practices in mind:

• Start with one variable at a time: Isolate a single element (e.g., the main image, the title, a single bullet point, etc.) to test for more meaningful results. This approach takes longer to test all the elements of a page but will give you the most actionable insights.
• Allow enough time for statistically significant data: Running tests for at least 8-10 weeks can provide the sample size needed for reliable insights.
• Maintain consistency across variations: Ensure that all test elements (aside from the one you're experimenting with) remain the same for a fair comparison.
• Monitor results regularly: Check in on your experiments frequently to spot trends and make timely optimizations.
• Prioritize high-impact areas: Focus your testing on elements that are likely to have the biggest influence on conversions, like your main image or hero headline.
• Test substantial changes: Lastly, while it’s great to isolate single elements, make sure you are testing a substantially different version of that element. For example, changing one keyword in a bullet point likely won’t result in meaningful results.

Over time, this will help you build a stronger understanding of your audience's preferences and allow you to improve your brand’s appearance on Amazon in a data-backed manner.

Effective PDP content is the cornerstone of a successful Amazon business. But optimizing that content doesn't have to be a guessing game. With Manage Your Experiments, you have a powerful tool at your fingertips to systematically test and improve your product pages, driving more traffic, conversions, and sales. By embracing this data-driven approach, you can stay ahead of the competition and take your Amazon presence to a new level.