How We Doubled Sales Using Only 1 Image – A/B testing on Amazon
How did we double sales with only 1 image?
To accomplish this, we used Amazon’s A/B test experiment feature with the main images on our Greek pastry brand, “Bakluva.”
A few months ago, before we started this experiment, we optimized our main image and dramatically increased clicks and sales. Below is a side-by-side of our original main image and the optimized main image:
Our original main image
Our updated main image
We realized that the box by itself didn’t convey what exactly we were selling, which is why we superimposed an image of our dessert with the box and added the count (for example, “8 Pieces”) to each size variation.
With such a big jump in sales, we thought, “can we make this main image even better?”
Our hypothesis for creating a better main image with this A/B main image experiment was:
If shoppers on Amazon can see what’s inside the box on the main image (image B) we will get more clicks than by just showing the pastry itself.
Here is image A (also shown above) and our new image B showing what is inside the box:
Image A
Image B
So far, the results indicate that our hypothesis is overwhelmingly correct.
Thus far in our experiment (5 out of 6 weeks), here are the results:
There is an 86% probability that image B is better
Image B has produced exactly 2x the amount of sales ($)
Image B has produced 1.5x the amount of units sold
The discrepancy between this stat and the one before it is due to the experiment running on different size variations with different prices
Image B has produced 1.5x the amount of sales from search and units sold from search
Image B has produced a conversion rate 47.3% higher than image A
Image B has produced 1.7x the amount units sold per unique visitor
All of this success, and the sample size for Image B is actually slightly smaller!
Image A sample size (thus far): 5,139
Image B sample size (thus far): 5,119 (-20)
In addition to sales, units, and conversion all increasing, we have seen a dramatic increasing trend in visits to the Amazon brand store:
When you factor in the increase in organic ranking that results from more views, clicks conversion, sales velocity and brand store visits, this 1 image may actually end up contributing to a 4-5x increase in sales.
The data speaks for itself, and it shows how valuable Amazon listing optimization is for sales, and how valuable A/B testing can be with a good hypothesis.
We will continue to run experiments and share the findings in our newsletter. If you aren’t subscribed and want to be, you can join here:
Contact us to learn more about optimizing your Amazon listings or growing your brand on Amazon:
Manoli Epitropoulos
Manoli creates compelling communication between brands and their customers, directing product marketing that delivers real results (increasing sales, clicks, and conversion) by understanding how customer interactions with branding affect shopping behavior.
