Amazon Seller Support

EXPERT TIP: Four A/B Website Testing Tips

1. Develop a method to track the differences between the two tests, such as number of sales, order size, etc.
2. Trust the data to be better than personal opinion. Try to determine why one approach won out over the other and figure out how to test your theory.
3. Come up with a new challenging approach, then keep testing, and continue improving. Let the data decide the winner every time.
4. Gather enough data to decide on the winner. If you only have a few data points, it may take a long time before you can be sure that the numbers are giving you information you can trust.

-Michael Lambert, CTO, MerchantAdvantage

EXPERT TIP: Make Landing Pages Consistent With Marketing Message

Many retailers optimize their pages with dozens of keywords, which actually waters down the message of the page to the user, and the page’s relevance to search engines. Consider using Google AdWords to help you determine which keywords and copy will convert to purchases, so that you can optimize your landing pages for conversions for every product.

-Michael Lambert, CTO, MerchantAdvantage

EXPERT TIP: Make Landing Pages Consistent With Marketing Message

Merchants often create landing pages based on what they wish to sell more of, or based on groups of products that they want to promote. Your landing page content needs to be consistent with both the consumers’ expectations and the search engines algorithms.

-Michael Lambert, CTO, MerchantAdvantage

EXPERT TIP: Don’t Give Customers Reasons Not to Buy from Your Site

A landing page should reflect the initial intent of the customer. Customers expect the landing page to have the exact same product information as the page they clicked to reach your website. Don’t list products that are no longer in stock, or use a photo or title that is different from your preceding pages.

-Michael Lambert, CTO, MerchantAdvantage

Using Amazon to Grow Your Ecommerce Business; 6 Tools

In Practicalecommerce's article "Using Amazon to Grow Your Ecommerce Business; 6 Tools" read about different ways you can use Amazon services (Selling on Amazon, Product Ads, Display Ads, Webstore, Fulfillment, Payments and Amazon Web Services) to grow your business.

-Michelle

 

Expert Tip: Key Metrics to Determine Your Landing Page Effectiveness

Bounce Rate, Conversion Rate, Shopping Cart Conversion Rate, and Revenue per Visitor are great places to start looking when testing landing pages. You should also measure Page Click-through %, Add to Cart %, and Page Share %. Remember not to lose sight of the big picture, and be aware of the variance that can be driven by revenue-based metrics.   

-Nicholas Ward, Assoc. Director of Product Venturing, iProspect

Expert Tip: Website A/B testing – What to test and for how long?

You should first test what the data tells you to test. Where are users getting stuck? Where are they dropping off? Where are they diverting from the desired path? What are they telling you that you need to improve through surveys? Run your A/B tests until they are statistically significant, and results should be repeatable.

-Nicholas Ward, Assoc. Director of Product Venturing, iProspect