Any little (or big) thing we can do to increase the likelihood of people who search for our products to actually click on our product is worth the time it takes to get it done. On this bonus episode of The Amazing Seller Podcast Scott is chatting with his friend Greg Mercer about the testing he’s been doing on his Amazon listings and the great increases in click-throughs and sales that have come as a result. You’re going to want to hear how these simple tweaks can increase your bottom line without costing you a dime.
A picture is worth a thousand words… or increased click-throughs and sales.
Scott is merciless at emphasizing that you keep everything you do on your private label listing completely above board. You want to follow Amazon’s terms of service and requirements to the “T.” BUT – many people don’t realize the areas of flexibility that exist within those guidelines, especially as it relates to images. On this episode Scott and his friend Greg Mercer chat about the small changes they’ve made to their images that have caused greater amounts of click-through and purchases in a very short time. You can do the exact same things on your product, so find out how on this episode.
25% off your first month of Splitly – Automated split testing software for Amazon private label listings.
Greg Mercer is already well known in the Amazon selling community as the creator behind Jungle Scout. But now he’s added a new product to his company that enables you to automatically and on an ongoing basis, split test your private label listings so that you can ensure they are optimized the very best for click throughs and sales.It’s called “Splitly” and as a TAS listener you can get 25% off your first month of Splitly service. Listen to this episode to hear all the things Splitly can do for you and how you can get your 25% off.
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to the podcast episode!
- [1:35] Upcoming workshop – get registered now.
- [4:00] Split testing, conversions, optimizing your listings through tweaks.
- [5:41] The basic tweaks Greg Mercer has done to increase conversions.
- [7:44] Tips on good main images and tweaks you can make to it.
- [14:54] How to do your testing in a way that gives accurate results.
- [19:09] A case in point Scott learned from another seller: drawing the eye.
- [21:34] Why you can’t think you know the answer: do the split test.
- [22:07] How changing your price can make dramatic differences.
- [26:00] Why it’s important to test over a longer period of time (a few weeks).
- [29:52] Other minor items you can split test: bullets and description.
- [32:25] Split testing your product title for product ranking.
- [37:10] The software Greg has created – Splitly – specifically for Amazon.
- [42:03] How you can get into the upcoming live workshop using Splitly.
- [44:00] Greg’s last advice to people regarding split testing and optimizing listings.
TAS BONUS 6/11/16
[00:00:03] Scott: Hey there, what’s up? This is a bonus episode of The Amazing Seller Podcast so if you’re listening to this on a Saturday or whenever you’re listening to this, welcome. I got some really, really cool stuff that I want to share with you. I wanted to get this out to you as soon as possible because what you’re about to hear is pretty awesome. What if I told you that…
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…just from a couple of little tweaks, you can take the same amount of traffic or people seeing your listing and bumping those conversions up by three times or four times, would that interest you? I’m raising my hand, it interests me.
Actually, I heard about this when I was at my live event. I had one of our attendees there raise his hand and he said, “I did this recent split test and I bumped my conversion by 6%.” So, for every 100 people that’s seen his listing he’s getting six more sales. I don’t know about you but if I can get six more sales or even three more sales without really doing any more work, that would interest me. I mean, would that interest you? Yeah, I think so. You guys are all like, “Yeah, yeah, it would”, I know you guys would.
Another funny little story here is I was in Miami not too long ago speaking at Steve Chou’s event, The Seller’s Summit, and I met up with my good friend Greg Mercer who was also there speaking. Well, him and I, we sat down, we were just talking and he was talking about some split test that he was doing and also a software that he’s been working on that actually helps with this process. I’m like, “You know what? This is awesome, I got to hear more and I got to actually see exactly what you’re talking about and I want to share this with other people so maybe we can get on and do a podcast,” and he said, “Absolutely. When we get back let’s definitely do that.”
I said, “You know what? Let’s take it one step further. Let’s actually do a workshop where you can show people some of these different examples,” because he’s got people that have actually been running these experiments and he’s actually going to show us the results and some of the different things that you would never believe would make a difference in your conversion are actually making a difference and they’re small little tweaks. Now, he’s going to share some of them here on the podcast today but if you want to attend this upcoming workshop where he’s going to give us these examples that we can model, that we can try, that we can test, that we can tweak, then you’re definitely going to want to attend this workshop.
[00:02:13] Scott: The day of that workshop is Monday, June 13th at three o’clock PM Eastern time. The registration link for that workshop is theamazingseller.com/convert. Now, if you’re listening to this after June 13th it’s okay, we’re going to have a replay up at that link. You can just go to theamazingseller.com/convert and you’ll find this replay, you’ll find the download there and you’ll also see any other thing that we discussed there or give away, you’ll find it on that page. Again, that’s theamazingseller.com/convert.
I am super, super excited about that. I mean, for us to be able to make small, little adjustments, little tweaks and possibly 4X our Amazon sales without spending more money on ads, I’m listening, I mean, I’m listening. We don’t have to do any more work, all we have to do is just test and tweak. I’m going to show you again one little experiment that I did that bumped my conversion by three percent. Really, really awesome stuff.
Guys, I’m going to stop talking now so you guys can listen to this episode that I did, this bonus episode with Greg Mercer, all about split testing and kind of things that you can do like right now and there’s two tweaks that he’s going to share that he thinks everyone should start with right off the bat. Enjoy this special bonus episode with Greg mercer.
[00:03:36] Scott: Well, hey Greg, what’s up man? Thanks so much for coming back on the podcast. What’s up man?
[00:03:42] Greg: Scott, absolutely, thank you for having me. It’s always a blast chatting with you. I really enjoyed our face to face time in Miami a few weeks ago and then yeah, I’m looking forward to talk with you more today.
[00:03:52] Scott: Yeah, that was awesome actually, you and I being able to meet up in person, a bunch of other guys that we hang out with and just a lot of fun. A lot of good talks went down too and that’s kind of why I wanted to have you back on today because you’ve been working on some stuff in the lab, if you will and I’m pretty excited about it. We’re going to be talking all about split testing and really how you can increase your sales without really having to do much of anything other than just a couple of little tweaks. You don’t have to go and spend more money on ads or you don’t have to do anything really than just a couple of little fine tweaks.
When you and I were talking about this, I had told you that recently, at our TAS live event, a gentleman that attended told us about a split test which I’ll share with everyone here on the podcast. One little tweak and he increased his conversion by 6%. It was just crazy.
[00:04:48] Greg: Yeah. I know it’s amazing. It is really cool, with like Amazon, you can’t do that much to make more sales. It’s not really like your own website since you’re on their platform you’re very limited. This is one of the huge things that I don’t think enough people take advantage of.
[00:05:02] Scott: No, I agree and I hurried home after our talk but also even before that, when I was talking to this gentleman at our event and I quickly put together a little split test. We can kind of go through what that looks like and stuff like that but when you and I were talking you were telling me about some of the tweaks that you were doing and you talked about a new software that you were working on behind the scenes a little bit which I was really excited about. I was like, “What? Wait a minute here, we got to talk about this.”
Split testing, like you said, it’s harder to do on Amazon but it is so freaking powerful and I know you said you had some pretty crazy results as well. Maybe what we can do is we can share with people a couple of tweaks that you seen, especially just running them yourself but now that you have the software that was in beta for a little while and you started to see some of these trends starting to happen and maybe we can kind of cover those. To let people as well, we are going to be doing a live workshop.
[00:06:03] Scott: Actually, Greg is going to be showing some really, really great examples, because on the podcast it’s kind of hard to see like visual examples but he’s going to show you some of these different split tests and stuff.
We’re going to be able to show you on the workshop how you can 4X Amazon sales without spending a ton more money on ads and I’m really excited to dig into that. If you guys do want to register for that, you’re definitely going to want to hang out with us. That’s going to be Monday, June 13th at three o’clock P.M Easter time and you can register by heading over to theamazingseller.com/convert. Again, that’s theamazingseller.com/convert. If you’re listening to this after June 13th, it’s okay, we’re going to probably have the replay up on that page, so just go to that page, you can watch the replay and you can check out everything that we talked about.
Greg, let’s just dive in man. I love talking about this stuff, why don’t you give us a little bit about the split test that you’ve seen working really, really well.
[00:07:03] Greg: Okay, cool. One of little things that I’ve seen that works really well is changing your main image. I’ve never really thought about this before but it comes at no surprise. Like, if you make a search on Amazon, you’re only shown so much information, a title and the images. I know my eyes go directly to the images and I imagine most consumers do as well. By changing some of these main images, we’ve seen like a dramatic increase in the number of clicks, like sessions your product gets.
I’ve tested a whole bunch of my products, I have friends and family, there’s other people that are using the software that have given us permission to view the results and so forth and I’ve picked up on a few trends here of what are good images to get more clicks and get more eyes on your actual listings. A few of them that I’ve seen, one was… This is an analogy because I don’t want to reveal this particular product. One is, imagine like a type of seeds. First is I was selling like sunflower seeds and all of my competitors just showed like the bag of sunflower seeds. Well, this one instead, they wrote out like sunflower with the seeds on the white background and that was the picture along with the bag of seeds.
According to Amazon’s terms of service, your main image has to have a totally white background, it has to display the whole product and nothing else. You can’t use like a lifestyle image or something else but like something… You have to get kind of creative, it’s like, how can I be a little bit different but still… How can I be a little bit more different to get more eyes on my listing instead of others? See here, that worked tremendously well, that one was getting like two and a half times as many clicks on their listing as what they were before when they were just showing like the bag of sunflower seeds before. That’s pretty wild, right?
[00:09:05] Scott: Yeah, that’s really crazy. Let’s let people, I guess, kind of understand too that might not understand like your title and all of that right get you ranking, your title, the back end keywords, all of that stuff is going to help you rank, but the thumb nail, the actual image is what gets you the click. So first off we got to get ranked and then from there, once we get ranked, we want to get clicks and if we get more clicks in we’ve got a better chance of converting so that’s really what this all comes down to.
If people are coming to page one and you’re on there but you have an image that gets, let’s just say for example, you get a hundred people to click in there. Let’s say out of those or let’s say you change the image and now all of a sudden you get 150 or 200 clicks because the image is more inviting or more attractive or more curious, that’s going to allow you to have a greater chance of converting.
I just want people to understand. Converting, guys, we mean it’s like sales. People click on something, they have to go to the listing, the reviews usually help to convert as well but we got to get them in the listing first. I just wanted to kind of put some context to that Greg.
[00:10:13] Greg: Yeah, that’s exactly right. I guess like top priority would be like getting ranked for some of these keywords, the next one would be getting your listing clicked on and then the last one would be the actual conversion. It’s cool because Amazon actually gives us sessions, conversions, obviously we can calculate profit and so forth. After starting to rank for some of your keywords or showing up like at least on the first page, then what you’d want to focus on would be getting more clicks. Then if you see, “Hey, my conversion rates aren’t very good,” that’s when you could tweak your listing, you could get more reviews and so forth.
One where they spelled out the product, that was a really cool, that was like really unique. Some other ones I’ve seen like with the images though is… One was like a bundle and for this particular bundle, the first picture, the original picture they had I think was like kind of off the packaging where like four items of the bundle were all in the package and they had taken a picture of that. Instead they tried one where they split up each of like the four items with the white background so it was very clear it came with like four different pieces or four different products. Again, that one started to get way more clicks. This is especially true if you’re in a competitive niche or a lot of people are selling like a pretty similar product. You just major mind or major eyes, kind of think like, “Wow! There’s a lot of value in this. There’s a lot of different items that are included with this…
[00:11:47] Scott: Sharing the box, I mean, if you’re showing like everything that comes in it obviously you feel like you’re getting more.
[00:11:52] Greg: Yeah, absolutely.
[00:11:54] Scott: Yeah, I like that. Yeah, I like that a lot.
[00:11:56] Greg: Yeah, so this is similar… I mean you’re going to have to adjust this accordingly with your particular product but people need to start thinking like outside the box more of, “How can I display this uniquely or more inviting or just get more eyes drawn to my product?” Maybe it’s like you take the picture a little bit different angle or maybe you lay it out differently. Maybe you can do something else where you’re displaying a feature that’s kind of bright. I guess, something else that I saw that was really cool and this would be something you could think about when you’re ordering your product is, one product had an accessory.
For them the first one was without the accessory and the second one was with. Of course I got a few more clicks but it made me think of something because the accessory was a really bright neon color. Then I got to think like man, when I order my product maybe I should order a product with like a neon case or a neon accessory or whatever because then you can put that in the picture and it’s eyes drawn straight to it.
[00:12:59] Scott: Yeah, I like that a lot because like you said, it’s part of the product. Anything that’s part of the product you can have in that image because it’s the product, it’s just you can’t have… I’ve even seen people where they’ll put a different color text of their brand name or their logo or whatever on the package so this way here you can’t have text on the image but you can have that on the image.
That’s kind of cool too. Again, some of these things sometimes you don’t even think… I just know from years of being online and doing my own split testing like you said on your website, changing the color of the font can make a difference in your conversions as far as getting people to click. The different color of a button or any of that stuff. Amazon does this themselves, that’s why everything within the listing itself they’ve already done that, that’s why their buy buttons are a certain color and their text on the buy button is… They’ve done that testing in the beginning and now they kind of seen what works and we’re kind of doing the same thing but just with what we can, what we have control over because Amazon won’t let us put like…
You guys see probably those people putting these different graphics on the images, that’s against terms of service. We’re not saying that at all because that is against terms of service, but your competitors are probably doing it, eventually hopefully they get snagged and then that way there you guys can have equal playing fields. That annoys me sometimes where I’m looking at my product, I’m doing everything above board and you get them, they’re putting like badges on it to say 100% money back guarantee and all these things that aren’t on the image.
You’re not talking about any of that stuff Greg, you’re just talking about the image itself as far as like the product.
[00:14:35] Greg: Yeah, exactly. All these things that we’re talking about will be totally per the terms of service and allowed to do, absolutely.
[00:14:41] Scott: If people wanted to do this without a software because obviously the software wasn’t even available when was starting to do some of these tests and tweaks, but maybe you can kind of walk through like how many… Some people think, “Okay, I’m going to just let it run for a week and I’m going to do it again in a week”, but the problem there is your sessions aren’t always the same. So, maybe you can talk a little bit about that.
[00:15:04] Greg: Yeah, absolutely. Amazon, in one of the reports gives us like I said, like sessions, conversions, sales and so forth. The numbers are for one single day and it’s based on Pacific Standard Time so each night at midnight Pacific Standard Time that clock resets and it would give you the more information for the next day. Yeah, you can split test all the stuff totally free. How you’d want to do it if you want to make sure you have accurate results is the best way, if you’re split testing say the price or the main image, would be to alternate it every night at midnight pacific time.
Then, really you’d want to do that for 14 days. I know that kind of seems like a long time but that would give each variation each day of the week, so you’d have each variation on a Saturday, each variation on a Tuesday, whatever. That should give you enough data to make an educated decision. That is kind of one of the little bit of a downside split testing on Amazon compared to like a website is it does take a little bit longer to get the results because like on a website you can alternate every other visitor, every other visitor you show him a different button. Since we’re kind of limited to the information that Amazon gives to us, the data that they give to us, you really need to be running this for about two weeks.
You can go in there every night at midnight, make the change and I can change the picture of my sunflower seeds from the normal to the one that’s spelled out sunflower and then after the end of two weeks you can download the report and take a look at it. That’s just a way that anyone could do it totally free with no tools or anything.
[00:16:47] Scott: Yeah, and that report that we’re talking about, just want to tell people where that is, where they can find that.
[00:16:54] Greg: Yeah, so that would be… I hope I don’t tell you wrong now.
[00:16:57] Scott: I put you on the spot man. I believe it’s just under the advert… Not the advertising reports, I’m going to go to it myself while we’re on here. It’s basically where you have all of your reports as far as your ASINs or your SKUs. If you go under… If you’re going to look at like your sales statistics for the day and you go on to business reports and then on the left hand side it’ll say sales dashboard, you can go to detail page sales and traffic by child item, that’s the one I usually to go to. Then from there you can see your sessions, your sessions’ percentage, your page views, your page view percentage, your buy box percentage, your units ordered, unit session percentage and then your order product sales and then total ordered items. Then you can now sort that by date and you can kind of just pull that report and then look at the data.
[00:17:48] Greg: Then you’d want to, I think if I remember right, on the actual dashboard, it doesn’t break it out per day if I remember correctly so you have to download the CSV but then you can open that up in excel or whatever. One thing I have found that I want you to keep in mind is, I’ve actually found like the previous like 48 hours of data is usually incorrect. You only want to look at the data that’s older than two days, like three days old and older and that seems to be the data that’s no longer changing, it’s consistent and it seems to be accurate at that point.
[00:18:18] Scott: Yeah, that’s similar to the pay per click stuff, I mean, that stuff’s always delayed. I think it’s just… I don’t know why it’s like that. You think with all of the technology that they have and all of the software and everything, even their interfaces really kind of just… It’s like it’s kind of boring and it’s, you know what I mean but whatever. The data is there, you just have to, like you said, you have to understand that 48 hours is probably not going to be useful.
I think the hardest part about this split testing thing is waiting. You want to go ahead and wait, let it run and I think that’s what you told me you go, “You know what? Don’t even look at it for like 14 days”, just go ahead set it, forget it and just kind of see what happens. Obviously if you’re doing this manually like I was, you got to go in there, you have to change it at a certain time and then from there you have to go back and you got to make sure that you’re doing it at the same time because if not, those numbers can be skewed as well.
To echo what you were talking about in image, like I said, we had a live event where we had TAS members with 30 of us. One guy raised his hand, guy’s doing pretty well, he’s doing about 80 grand a month so he’s got some traffic that he can be testing with. He said, “I just want to share one thing”, he goes, “Me and my partner we were doing some split testing on some images”, and he goes, “And the weirdest thing we tried really, really worked.” He goes, imagine you have a product that has, like you said, like let’s say it has four of five different pieces.
Number one, usually you would probably lay them out so they’re nice and neatly on the picture, so nice and neatly in a row or whatever. Then, the next image that they did, they kind of messed them up a little bit, kind of like made them look a little bit kind of like they were laying out scattered. When they tested those two different images and they did over and over and over again because they wanted to make sure it just wasn’t a fluke, and their conversions bumped by six percent from just that one change, and the messy one won more than the neat one.
[00:20:12] Greg: Right. Now I’ve been seeing some tests I believe that because the ones that are like a little bit more out of the ordinary that’s what draws your eye.
[00:20:16] Scott: Yeah.
[00:20:18] Greg: I just thought of one other great example I want to share. This one, used to remind me of this, this was like a six pack. For this particular item, say for example it was water bottles. Instead of showing like six water bottles all just neatly stacked right next to each other, they with the water bottle drew out like the outline of a bigger water bottle, if that makes sense. Then, again of course, like we’ve been saying, the things out of the ordinary seem to work a lot better and that one, it did really well.
[00:20:52] Scott: Yeah, even something as silly as, like let’s say you had a water bottle and it’s standing straight up and then you had another image where it was kind of like at an angle. Just something simple where it’s just your eye is normally looking at everything like all the water bottles are probably standing straight up and if you had another one that was just kind of maybe even just leaning a little bit to the one side or maybe like you said, if I had the actual top on, that you have one that has the top on and the one that has it lying next to it, which one converts better?
I don’t know, we wouldn’t know until you ran that test. Yeah, there’s so many different things you can do with images and I think that’s probably like you said, the low hanging fruit to being able to do this because it’s pretty easy to make one little thing. But I think people need to understand that you want to make it seem different, be creative, but also don’t think that you know the answer. A lot of people are like, “That’ll never work. Why would anybody want to click on it?” Just do the test, just do the test.
[00:21:49] Greg: That’s exactly right.
[00:21:51] Scott: Yeah, it’s crazy.
[00:21:51] Greg: Yeah, you definitely want to test it because you will, a lot of times, be surprised.
[00:21:55] Scott: Yeah. Let’s move into the next one, which I think already kind of mentioned a little bit, but let’s talk about the second tweak that you seen has made the most improvement.
[00:22:08] Greg: Without a doubt, the other easiest thing, the lowest hanging fruit is changing your price. Again, I’ve seen some really interesting data with this and this is one thing that it’s so easy to increase your profits by adjusting your price and split testing your price. Sometimes that means increasing your price and sometimes that means decreasing your price. Like at the end of the day, as long as we have plenty of inventory and stock, I’d say most of our goals here are just to make the maximum amount of profit. Maybe that means less units sold and more profit per unit or maybe that means more units sold and a little bit less profit.
It’s really interesting, some of these items, and I wish I had like some better general rules of thumb here for you but the data seems to be pretty scattered. It really is just one of those things you kind of have to test because sometimes some of these products will have competitors that are extremely similar. I think people right away assume like okay, I’m just going to price as the same as my competitor but a lot of times will increase by a dollar and you just sell the same amount, it doesn’t make any difference. You’re selling ten a day, it’s extra ten bucks a day or $300 a month.
It’s like I spent 20 minutes setting up a split test and now I’m making few extra hundred dollars a month. Again, it’s just one of those really low hanging fruits. You can even try some little micro test which I found it pretty interesting so, instead of ending like a 99 cents, you try to end in 97 cents or 95 cents and so on. I’ve seen that sometimes make a little bit of difference or even trying to increase by 50 cents. It seems like whenever we try to run these tests, increasing by like 50 cents that usually the conversions or sales, that seems like hardly ever change. Again, maybe it’s only five bucks extra a day, but hey, that’s a $150 a month, it’s not too shabby.
[00:24:09] Scott: Exactly. It does come down to you can’t guess, you kind of got to let the data speak for itself. The one thing I will say too is depending on the time of year, that could also be a reason why your price could go up or down, depending. Again, you might want to run the pricing thing at different times of the year and see like quarter one, quarter two, obviously quarter four you might be able to charge more because there’s a lot more traffic and there’s a lot more people buying.
That’s definitely something that I would probably recommend is that, just because you test it once doesn’t mean you won’t want to test it again. The other thing I think we should mention too, Greg, is, because I see people make this mistake, and that is doing two split tests at once on the same listing.
[00:24:54] Greg: This is a good thing to mention.
[00:24:56] Scott: Yeah, because if you change multiple things and then your conversion goes up but you don’t know what one made the actual conversion go up, well now you’re guessing again. So maybe you can talk a little bit about that.
[00:25:07] Greg: The best thing to do and it’s hard for all of us, I know, is just to be patient with your split testing and only change one variant at a time. Like you were saying, if I change my image and increase it by a dollar, it’s like well, maybe my sales stayed the exact same but the increase of the dollar, maybe that would have lowered my sales, the picture would have increased it so it’s best only try one thing at a time. Wait out those two weeks or however long it takes and then improve upon there. Then it’s like, “Okay, now I found the image that works really well, now let me start testing my price and so forth.”
[00:25:46] Scott: Now, even though we wait two weeks, is two weeks enough if I don’t have a lot of traffic?
[00:25:53] Greg: No, two weeks isn't always enough so it depends on how much traffic you get, how many sales you normally get per day. Again, this would be kind of like a general rule of thumb, I would say if you’re making 10, 15, 20 sales a day that two weeks will be enough on a significant improvement. If you change it to a picture like it’s ton more sessions, after two weeks you’ll be able to say with a fair amount of certainty that it did make a difference and that is okay.
If you’re only selling a few items a day, it likely will take more than two weeks just because there’s not as much data to go off of. I really can’t stress enough that you do need to run these split tests for a fair amount of time like two weeks or more because as anyone knows who’s selling on Amazon right now, sales can fluctuate a lot from day to day. It’s not always clear what causes that. It’s like, maybe you’re selling grill accessories on the fourth of July and that day, people were ordering a few days before or whatever. A lot of times you probably don’t even realize what is influencing your sales. It does take some time, like you said it. It’s kind of the downside of split testing on Amazon but the upsides are huge so it’s definitely worth doing.
[00:27:10] Scott: Yeah, I agree. If someone was listening right now and they wanted to know like okay, they’re not sure as far as like they’re either getting some sales but they’re just not sure when is the right time. How many sessions would you say that you’d like to see before you can give kind of like an idea that this has either worked or hasn’t worked or it‘s went down or up? Is there a session amount that you would say that you’d be comfortable saying like, “Alright, I hit this many sessions, I think that that’s a pretty good test?”
[00:27:39] Greg: There’s actually, I’d day better than using that would be like a statistical significance calculator and this would be a little more complex but if you just Google it there’s a few online, maybe or even make kind of a free tool where you can use. Then you can plug your numbers in to that and see the statistical significance of it. In all of our tests, we go for at least the statistical significance of…That’s a tongue twister, isn't it? Of 90%. If you’re more conservative, want to even be more sure you can go with a significance of 95% of more. That’s kind of like the same way that like Optimizely your VWO or some of these other split testing services for your website, that’s the same way that they recommend, when the test is finished or not.
[00:28:30] Scott: Okay, good. The other thing that I want to touch on real quick is, and again, everyone that is listening right now whether it’s before June 13th or after, we are going to be diving into this even deeper. Greg’s going to share some actual visual examples of what some of these split tests look like and what we could actually do more of so this way here we can possibly 4X or 5X or even more our Amazon sales without spending more money on ads because I think the thing is we have a certain amount of traffic right now and if we can go ahead and just optimize that and get more sales out of what’s already happening, then you don’t really have to spend more money on ads and that’s really what I’m looking to do myself, I think anyone is.
Again, if you guys want to attend that where we’re going to be actually on there, live or if you’re watching the replay you’ll be able to see exactly what we went through. That is going to be on Monday, June 13th at three o’clock PM Eastern Time. To register for that, you can head over to theamazingseller.com/convert. Again that is theamazingseller.com/convert. Yeah, we’re just going to dig in even deeper and show some more visuals because obviously it’s hard here on the podcast to do that. If you’re listening to this after June 13th, definitely still go to that link, there will be a replay up for you to see all of these different examples and to really drill down into exactly how you can do this.
The other thing I want to mention here real quick for people is there’s a few other things that we can look at to potentially run some split tests against. Now, I don’t think that these are as important as far as conversions go but they could, they could, it doesn’t mean that they can’t. Even if you’re just looking to optimize your listing for better conversions, it might be and we can kind of cover this really quickly, is like your bullets and your description. Those are two things that once someone gets to your listing, once someone clicks in, those are… They can be conversion mechanisms. Why don’t you just talk a little bit about the bullets and the description, Greg?
[00:30:30] Greg: Yeah, absolutely. Some things that you could think about testing or trying out with your bullet points, I think the bullet points usually tend to make a bigger difference than the description, is you can try testing out something like including that there’s a 100% money back guarantee which we all know is kind of silly because Amazon, there’s 100% money back guarantee on any product you’re selling on Amazon.
You can test that out and you can test the placement of it so you could try to put it in the first bullet or the last bullet and so forth. You could try, if there’s like one big differentiating factor with your product compared to others, again, that would be a good thing to test out in… It seems like the most eyes are on the first bullet point and the last bullet point so those are going to be the two areas that you would want to try to put these features or what have you, the money back guarantee or so forth. Those would be the best place to test those two items.
[00:31:30] Scott: Okay. Yeah, I agree because it’s kind of like the first thing. I know in some categories, your bullets, you have to expand to see the rest of them.
[00:31:37] Greg: Yeah, so, if you’re listing looks like that then the last bullet wouldn’t hold… Then it would probably actually be like the first and second which are the ones that are kind of above the folder or whatever you want to call it there.
[00:31:49] Scott: Yep and I would say the same thing with the description, it’s going to be probably like your first part of it that’s going to get the attention. But again, they’re less effective for conversions myself, especially the description but the bullets that could be something. Again, I’ve always told people to you kind of want to talk about the benefits and not just the features, I think the benefits is what’s going to pull. Also the conversion, like you said, the hundred percent money back guarantee, people want to know that they’re… Even though they know they are buying on Amazon they still want to know that they’re protected and that could be something that could just push them over the edge to actually click the ‘buy now’ button. The other last thing I want to mention here real quick, and I want you thoughts on this Greg because we’re talking about split testing, what’s your thoughts about the title?
[00:32:33] Greg: Yeah, it’s a good question. I’ve try to do a fair amount of testing on this lately. The way I see it was kind of like two parts about the title. Like one, we want clicks into our listing with the title and the other one we would want to rank well. Lately I’ve been trying to spend quite a bit of time and run quite a bit of test on split testing titles for the ranking factor and this is a little bit harder to do but still possible. What I found lately is now I’ve been split testing the title for rank on a seven day interval because I don’t think Amazon… It doesn’t appear that Amazon re-indexes those on like a 24 hour or 48 hour basis, instead they’re like to improve your page rank it takes like a few days.
From my testing, I can say without a doubt that putting the keywords that you want to target most further towards the beginning, without a doubt, makes a difference. I’ve tested that, that’s definitely been confirmed. Other than that, I don’t have any great like little hacks for you.
[00:33:52] Scott: No, I think that’s good. The other point that I was going to try to point out here for people is that when you do adjust your title, you do play around with your rank. If you are testing a title, be aware that you could lose rank and that’s just part of the test but if you want to get back just remember what you had it before and then you can probably get that back. I’m so glad that you’ve actually done some tests with the title because I think that that’s… We all know that’s like the most weighted element of a listing, the backend is as well. Have you done anything with the backend and then running split tests using the backend keywords and playing around with any of those fields?
[00:34:38] Greg: No, I haven’t actually done those yet. The software tool we’ll talk about, we’re working on that right now, actually probably by the time this podcast is out and in a few days that would be available so it’s not right now. That’s something that I haven’t been able to test too much myself but I’m excited to do some more of that, that’s going to be cool.
[00:34:57] Scott: Yeah, I know, that is really cool. Going back to the title, if you guys adjust your title, whether you’re using it to test or not, if you adjust it, you will either see an increase or a decrease and because that is one of the most, like I said, weighted areas that Amazon is going to look at. I’m so glad that you’ve actually done some of that that actually said in the first part of it, if you’re trying to go after those keyword, you’re going to want to put them towards the front of the actual listing.
[00:35:26] Greg: Then the other thing I’d say is if you do want to do some of those split testing yourself with the title, I would recommend instead of like a 24 hour rotation window, to do a longer one. Like I said, seven days is what I’ve chosen because that’s kind of nice because sales tend to… With different price are there on the weekends or the weekdays or whatever, I think seven days works nice. If you want you could try five days or two weeks or whatever but I have noticed that that doesn’t make as big of a difference or it doesn’t seem like you can tell within 24 hours rotation how much your ranking is going to change.
[00:36:02] Scott: Okay. That’s definitely interesting. To reiterate what we’ve already said is when you’re doing these tests, don’t do all these tests at once, don’t do your title, your image and bullets. Again, the testing process does take some time but it could be very, very rewarding because, like you said, one little split here, one little test that we do and if we can bump our conversion even if it’s just 3% for every hundred visitors, that’s three extra sales, I mean, that’s huge.
Who wouldn’t want that? You’re not doing anything different, the product isn't different, all you’re doing is you’re just optimizing the actual listing to get more people in and then converting on the listing itself with reviews or maybe a bullet or whatever it is but that stuff is huge. For people to understand that the stuff does take time but it could be totally worth it. Or like you said Greg, you could benefit both ways, you can charge more, maybe even if it’s 50 cents more you make an extra 150 bucks a month and maybe your sales go up. That all can work together. I’m excited to do some more tests myself, I am impatient though I got to be honest. I mean, we all want results yesterday. Right?
[00:37:10] Greg: Right:
[00:37:10] Scott: It’s just the way we work. Tell us a little bit about the actual tool that you created and then we can, again, we’ll just let people know on the actual workshop you’re going to be actually giving us a sneak peak and showing us a little bit of how it works and how you can set this things up to happen behind the scenes. Why don’t you talk a little bit about the software that you created and then we can let people know. If they want to just jump right there before the workshop and go ahead and start running some of their own split tests, we can let them know how to do that as well.
[00:37:44] Greg: Oaky, cool. So the too is called Splitly. It is an AB or split testing tool specifically for Amazon listings or Amazon sellers. The tool’s actually been around since like the beginning of the year, it used to be branded under a different name. I was using it for a little while and I was talking to the developers. I was like, “Hey, how come no one is using this tool? How come no one knows about it?” and so forth. Long story short, they’re really good developers, they just worked positive how to spread the word about it so we ended up teaming up, kind of bringing it into the Jungle Scout suite of tools, we’re able to help them with some things.
Now it’s turning into this really nice, really polished tool. It’s called Splitly, you can run multiple tests, you can set up different variant, you can change everything like we talked about like price, a photo, title, bullet points, the description. Probably within a few days you’ll be able to do the backend keywords as well. It automatically will go in, make the rotations for you on the predetermined interval and then will calculate the statistical significance, give you recommendations where you should continue running it, whether you should stop the test because it doesn’t seem like the change you made has a significant impact or so forth.
It’s just like a lot of tools, it’s just a time saving tool, like a convenience type thing. Like we’ve been talking about in this podcast, you can definitely do this yourself, you could go in every night at midnight make the changes, download the report, do all the analysis yourself so don’t feel like you have to have this if you have a lot of free time and so forth. It’s one of those things, it just takes off the hard work out of it for you. For the price it’s kind of a no brainer.
[00:39:38] Scott: No, it really is. Just to let people know the funny story about that, you and I sat down, I think it was on a Sunday in Miami and you were like, “Hey, Scott, I got to show you this cool thing we’re working on, it’s really awesome,” and I’m like, “Cool. Let’s check it out.” We actually started looking at this piece of software and then you told me the story about, kind of like that you were kind of working with this software and you were looking at the developers and all that stuff.
Long story short is I was approached by these other developers that were working on this and you’re right, they’re great developers, it’s just the marketing side of it. When I heard that you were jumping on board I was like, “Dude, man, this is going to be awesome!” I knew you had the developers as well to really polish this thing and make it so, so user friendly because when I was looking at it before it wasn’t as user friendly. As soon as I heard that you were behind it I’m like yeah, let’s definitely let people know about this because this is going to be awesome. At that point in time it wasn’t even 100% live yet, you were still in beta.
I’m excited to now be able to let people know about it because I’m using it and I know that whatever you put out there is going to be solid just as Jungle Scout has been. If anyone wants to actually, again, just go ahead and maybe sign up right now and you can go ahead and start running your own split tests before we do the workshop because Greg is going to actually go through and show us some different parts of the software. If you guys want to, Greg has also done something pretty cool for the TAS audience, you can head over to theamazingseller.com/splitly, again, that’s S-P-L-I-T-L-Y, so that’s theamazingseller.com/splitly. Greg has agreed to… Greg, what did you agree to do for us?
[00:41:27] Greg: Well, I didn’t do this easily, Scott, you’re pretty bad at twisting my arm on stuff. If you do sign up through that link you get 25% off the first month. Your community is great so they deserve that so it’s only fair and my arm is starting to hurt too bad.
[00:41:48] Scott: That is the truth because I did say to you, I said, “Listen, I know you’re going to be getting out there and you’re going to let people know about this but I want to make sure that the TAS community definitely gets taken care of,” and you’ve been awesome about that so I appreciate it. I also appreciate you doing this workshop that we’re going to be doing. To let everyone know again, we are going to be hopping on a live workshop. We’re going to actually take you through some examples, Greg’s going to actually go through, like in visually show you guys what he’s talking about.
I’m excited for it because I want to see this as well, I haven't seen these yet either so it’s going to be really, really fun. I know Greg has a couple of cool things that he’s going to be also giving away. What I’m going to do, again, is invite you to this killer workshop that we’re going to be doing. Again, you can register over at theamazingseller.com/convert. Again, that’s theamazingseller.com/convert and that is on Monday, June 13th at three o’clock P.M Eastern time. If you’re listening to this after June 13th just go to that link, theamazingseller.com/convert and you will be taken to the replay and you can see what we did there on the workshop and all the cool stuff that Greg shared with us.
Greg, once again, I want to thank you for coming over and hanging out with us here and revealing this awesome tool, but then also just sharing some of these golden nuggets that we can use to increase our sales without really getting any more traffic. Thank you so much bud.
[00:43:19] Greg: Absolutely, thank you for having me on. I appreciate it, it’s been fun. I always love chatting with you.
[00:43:23] Scott: Yeah, I appreciate it and I’m looking even more forward to the Monday workshop.
[00:43:29] Greg: Right on.
[00:43:29] Scott: I’m excited to see some of these different split tests and stuff and I’m going to be taking them home and applying them to my own products too so I’m excited to do this. Like I said guys, you guys all know I talk about it, taking action and it’s exactly what I did. When I got back from my TAS live event I heard about this guy that did this split test, I’m like, “Darn, I’m going to do that right now, there’s nothing that’s going to stop me. That’s all I got to do is change an image, just modify it.” I did it, 3% conversion up, boom.
That’s what I mean, you got to go out there and you have to put things into action and this is something that anyone right now that has a listing that’s live or even if you’re launching a product, you can be doing this stuff like almost immediately. This tool is just, to me, it’s a no brainer because you don’t have to get up at midnight and do it, so you can have like a VA do it. So Greg, any last bits of advice you’d give anybody that is thinking about doing any split test?
Greg: The one thing I always kind of think about is like any tool that makes me more money than it costs me is always like a good investment by me, so it’s always a help. Like you said, you just got to get out there, you got to take action whether you use the tool or not or do it yourself. Then I’ll part on one last little funny 30 seconds story is, we use Slack in our team to communicate, Scott, so some of our developer they got cued a few days ago and they set up a Slack pot as a trigger so any words that, I think it’s like maybe you’re like any of those other ones we were not quite sure, Slack pot just automatically replies that as just ‘just take action, man’.
[00:45:03] Scott: That’s awesome, man! That is very, very cool. So I’m in that Slack group, kind of.
[00:45:10] Greg: You are kind of in the Slack group Scott, you don’t know how big of an influence you make on all of us.
[00:45:15] Scott: Man, that is awesome. Aright man, I’ll let you go, I know you’re a busy guy and I’ll be seeing you on Monday anyway. Just want to say thanks, again Greg, it’s been awesome. It’s been awesome just being friends with you as well, it was awesome hanging out in Miami.
[00:45:28] Greg: Absolutely. Take care, Scott.
[00:45:29] Scott: Alright man, we’ll see you soon.
[00:45:32] Greg: Bye.
[00:45:32] Scott: Okay, so there you have it, I know some of you may be saying, “Scott, do you have like a bromance with Greg?” The answer is no, we’re just good friends. I just wanted to remind you guys that if you guys wanted to download the show notes to this episode because we did cover some pretty meaty stuff is, you can head over to theamazingseller.com/testing. So, that’s theamazingseller.com/testing and that will give you the show notes. There may not be transcripts up just yet because, well, because this is a bonus episode and we’re putting this out like really, really quickly. They will be there eventually, so depending on when you’re listening.
I did want to remind you one last time that if you guys want to see more about split testing and how little tweaks can make this huge, huge differences and where Greg is going to show us some examples, he’s also going to give us a really cool guide that we can use to go through our own listings and things that we can modify that could potentially make our sales go up. I think it’s really, really important so if you want to register for that, that awesome workshop that we’re going to be doing that you’ve already heard a hundred thousand times me talk about, but I’m really excited if you guys can tell, you can head over to theamazingseller.com/convert, that’s C-O-N-V-E-R-T, convert, sales, that’s what’s it’s basically you’re converting into a sale, so theamazingseller.com/convert.
[00:47:07] Scott: I am really excited about that, hopefully you can join us. If you can’t join us and you’re listening to this after June 13th then you can just head over to that link and you’ll be shown the replay and any other goodies that we talk about there or give away will be on that page as well.
That is going to wrap up this bonus episode. I want to thank you guys, again, for hanging out with me and Greg today and hopefully I’ll see you on that live workshop where we go over all of that split testing stuff. We’re just going to kind of geek out about split testing, I just love that stuff. Alright guys, that’s it, that’s going to wrap it up. As always, remember, I’m here for you, I believe in you and I am rooting for you but you have to, you have to… Come on, say it with me, say it loud, say it proud, come on now, “Take action.” Have an awesome, amazing day and I’ll see you right back here on the next episode. Peace!
LINKS MENTIONED IN THIS EPISODE
- www.TheAmazingSeller.com/convert – Webinar with Greg Mercer on converting more
- www.TheAmazingSeller.com/splitly – and get your 25% off the first month of your subscription
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