Beyond A/B Testing: Holistic Product and Listing Optimization

Blog 6 september 2023

A/B Testing: A Thing Of The Past

Traditional methods, like A/B testing, have long been the go-to for optimizing Amazon listings, offering valuable data-driven insights. However, the digital landscape is shifting, revealing that there’s more to an effective listing than just surface-level tweaks. Delving deeper into the world of product and listing optimization reveals a more dynamic approach, encompassing everything from understanding the customer’s psyche to assembling the perfect team.

A/B testing, fondly dubbed as the “digital tug-of-war,” lets you pit two versions of an Amazon listing against each other to spot the winner in achieving goals, such as boosting your click-through rate. Now, while A/B testing offers the perks of making decisions backed by data, there’s a fresh perspective brewing on the horizon: Focusing on product and listing optimization. Sure, A/B tests give insights, but it’s a bit like tweaking the ingredients of a single dish instead of considering the entire dining experience. Are you optimizing one aspect but missing the bigger picture?

Beware Of A/B Testing Limitations:

  • While A/B testing shows which version outperforms the other, it doesn’t delve into the motivations or ‘why’ behind customer preferences.
  • The inherent design of A/B testing, comparing just two versions, could make you miss out on another potential solution that might outdo both.
  • By simplifying the analysis, it sometimes oversimplifies complex consumer behaviors.
  • External factors can interfere with the results, like a simultaneous marketing campaign or platform algorithm changes, leading to unreliable or skewed insights.

The Present: Beyond A/B Testing

Intellivy is spearheading a paradigm shift, veering away from the traditional confines of A/B testing towards a more holistic approach of product and listing optimization. By diving deeper into the intricate tapestry of customers’ wants, needs, and desires, Intellivy’s polling tool ensures that strategies aren’t just data-driven, but are also center around the customer. This forward-thinking approach offers a fuller, more intricate painting that resonates with the qualitative nuances of customer behavior.

CTR: Addressing The Customer’s Problem

At the core of improving Click-Through Rate (CTR) is a fundamental understanding of the customer’s pain points, desires, and aspirations. This approach isn’t merely about showcasing a product or simply incorporating search terms that customers commonly look for. While it’s crucial to highlight the features of those search terms, true connection goes beyond that. It’s about genuinely connecting with a potential customer by addressing the challenges they face. When a customer feels that a solution is tailored for them, they are more likely to engage, leading to higher a CTR.

CVR: Switching To Storytelling

Building on this engagement, the next step is improving Conversion Rate (CVR) through the art of storytelling. Storytelling does more than just list product features. It creates a narrative around the product, painting a vivid picture of its place in the customer’s life. By weaving a tale that resonates with the customer’s experiences, desires, and aspirations, a listing can evoke emotions and form deeper connections. This emotional engagement, coupled with the sense of personalized solutions, drives a customer not just to click, but to purchase. In essence, while addressing the customer’s problem can lead them to the door, it’s the compelling storytelling that invites them in and convinces them to buy, resulting in a higher CVR.

Assembling The Right Team

To execute this new approach to listing and product optimization effectively, you need to rethink your teams and the skill sets they harness.

The Right Team

Each member brings a unique skill set that contributes to the whole. Think of:

  • Designer: They have the pivotal role of making sure that every listing is not just visually appealing but also intuitively navigable, ensuring customers have a seamless experience.
  • Data analyst: They provide the backbone with their capacity to dissect metrics, giving insights into what’s working and what’s not; guiding optimization strategies.
  • Marketer: They fuse the art of communication with strategy, ensuring the listing reaches the right audience and resonates with them.
  • eCommerce specialist: They are ​​familiar with the intricacies of platforms like Amazon, ensuring that the listing adheres to best practices, maximizing visibility and conversions.

During a recent event, we surveyed 90 Amazon sellers on who they believe to be the most crucial individual in the optimization process. The majority ranked the designer as the top pick, see the Mentimeter results below. This reflects a common misconception. While a designer’s input can be vital for straightforward A/B tests, such as altering an image and pivoting towards the winning design, a comprehensive optimization process demands a more holistic approach.

wordcloud optimization team

Take Stock Of Your Current Team

It’s essential to conduct a thorough audit of your existing team’s capabilities. This involves open dialogues and assessments, understanding where each team member shines and where there might be knowledge gaps. Perhaps the marketer has a hidden talent for storytelling, or the data analyst has some prior experience with eCommerce strategies. Recognizing these strengths allows the team to capitalize on them, ensuring they’re positioned in roles where they can have the most impact.

Bring In the Right Talent

Once you have a clear picture of the existing talents, it’s time to address the gaps. This might involve hiring new talent or upskilling current team members. When hiring, it’s not just about finding someone with the right skills on paper but ensuring they align with the new holistic approach to listing and product optimization. Investing in training programs for current members can be beneficial, not just in acquiring the needed skills but also in fostering team cohesion and loyalty. After all, a team that learns together grows together.

Tying It All Together

With all the key components in place — the strategy, the team, and the techniques — what ties them together seamlessly is a robust process. Product and listing optimization requires a methodical approach that’s consistently executed. Having a well-defined process ensures that no stone is left unturned, and every effort is channeled towards the ultimate goal: Improved CTRs and CVRs.

Intellivy can help you with this process! Book a demo today and find out what we can do to help your team.