Setting up an Amazon store can be overwhelming. From sourcing products to figuring out shipping, from learning PPC to handling customer questions, it’s a lot to handle. And the greatest risk is that after all that work, your product may not sell as well as you thought it would.
Fear not: you can follow this road map to improve your performance. Keep reading for seven survey questions you can ask today to optimize your Amazon listing.
You invest tremendous time and resources into building your store and driving traffic to it. Amazon listing optimization is the next step in the process: Doing everything you can to keep customers engaged once they’ve found your product.
Amazon listing optimization is a process to help you boost sales and performance. It starts by taking a critical look at every aspect of your Amazon offerings. Then, you run experiments to see whether changes you make help or hinder your progress.
When you run these experiments, you have two audiences to keep in mind:
As you optimize your Amazon listing, it is important to keep both these audiences in mind. Too often, optimization strategies only take the A9 algorithm into account, ignoring human behavior.
There are two ways to run experiments with your listing:
When you experiment using live data, you rotate variants of an element of your listing over time and compare the results. For example, you might switch out your main photo or upload a new product description, then collect data over several days or weeks to figure out which version leads to more clicks or sales. Amazon A/B testing tools exist to help you in this process, or you can manually rotate your variants.
Note that live testing requires you to have at least a few sales each day. Otherwise, your test will not collect enough data to tell you much. If you're just starting out, this optimization method is likely not your best route.
Another downside is that live tests take weeks to gather data, and often results are inconclusive. Most seriously, if your new variant performs poorly, you risk losing sales, which could hurt your Amazon search ranking. Tread carefully when you perform live tests.
When you run tests outside of Amazon, you survey a large group of people. In your survey, you show them all the variants you are considering (such as your main photo or your product description). You let them compare each option and provide their thoughts.
The nice thing about testing outside of Amazon is you don’t touch your current listing until the end. You can try lots of different ideas and improve them incrementally without risking your current sales or ranking. Only once you are confident about which variant is the right one do you update your listing on Amazon.
A survey won’t take weeks to finish, either. In fact, using a tool like PickFu, most tests are complete in less than 30 minutes.
Running a survey on PickFu is easy. All you have to do is ask a question (I’ll suggest the exact wording you can use, or you can riff on what I’ve written below), then choose the people you’d like to answer the survey. Using PickFu, you can define your survey respondents to fit your target market. For example, if you’re selling high-end wrinkle cream, you might choose women over the age of 45 who make at least $60,000/year. Another popular audience is Amazon Prime members. Neat stuff, huh?
Here are 7 survey questions you can ask right now, including helpful tips for each.
When you run surveys like the ones listed above, you understand how shoppers react to your Amazon listing. Are they seeing what you intend them to see? Do they bring associations you didn’t think of? As you test elements of your listing, common themes and reactions begin to emerge. These insights will give you a sense of how to improve your listings and ultimately, your sales.
Getting started only takes a minute, so run your own survey here!
Kim Kohatsu - Twitter @kimkohatsu / @pickfu Facebook - @pickfu Instagram - @pickfupolls
Kim Kohatsu is the chief marketing officer at PickFu, an instant polling service that Amazon sellers use to optimize their product listings. With over 20 years in advertising and marketing, Kim knows how to appeal to customers. In her role as CMO, she helps sellers quickly test their product photos, description copy, and A+ content with shoppers in the target market.
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September 14, 2020
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