- Lena R. Liberman
- On January 18, 2018
- 2 Comments
If one thing about selling on Amazon is certain, it’s that nothing about selling on Amazon is static or fixed. The challenges posed by frequent changes to Amazon policies and within consumer behaviors make it nearly impossible for sellers to predict what’s next or how to prepare for it. But the same challenges also present great opportunities for sellers who are nimble and who understand how making data-driven choices can lead to steady growth and picking up what the competition fails to collect. This is the essence of real optimization. It’s not as glamorous as selling the next Instant Pot, but it’s solid and it gets results in terms of sales and ranking. You can get dramatic, positive changes by using A/B testing to optimize your Amazon Buyer-Seller messages’ open rates with Feedback Genius.
Optimization Always and in All Ways
Just as you should be looking to optimize your product listings using Scope and to optimize your Sponsored Products ads using Ignite, so should you be looking to optimize your buyer communications using Feedback Genius. And I know that many sellers are doing just that and to excellent effect, but are you optimizing how you optimize?
You’re probably familiar with Chad Rubin of Skubana. Chad’s a long-time Seller Labs partner and a Feedback Genius user who’s had great success getting reviews and feedback with the program. In fall 2017, our Feedback Genius Success Team reviewed Chad’s account to identify areas where he could elicit even better results. Because there are ALWAYS tests to run and settings to tweak and data to gather, we indeed found some areas where we thought Chad might optimize. In this post, I’ll focus on A/B testing with regard to email open rates, just one of the areas where sellers, including power sellers like Chad, can get even better.
Metric: Open Rates
Scenario: We looked at open rates for two of Chad’s messages (“General Feedback” and “Warranty”) from late September through late November 2017.
Recommendation: In early November, as a result of recommendations by The Seller Labs Feedback Genius team, Chad rolled out A/B testing (also known as split testing) wherein he tried two variations of each message’s subject line in order to see if one performed better than the other in terms of opens (you can also do A/B testing with entire messages, not just subject lines).
Result: During this time, a couple of things happened:
- Chad’s overall open rates increased for both the General Feedback and the Warranty emails as both versions of both subject lines performed quite well. Well done, sir!
- Chad got data indicating which of his subject lines (original message A or new message B for each message) got the better open rates. In these cases, the numbers indicated that the original subject lines Chad had been using performed a bit better than the new ones he was testing. That’s a great find in that it confirms that Chad’s been using subject lines that work. But are these the best subject lines that he could be using? Not necessarily, which is why our team recommended revisiting A/B testing again in the future, this time with still-different subject lines that Chad could run against his originals.
Lessons and Key Takeaways
LESSON 1: This, this revisiting—even revisiting what seems to be working—in pursuit of even-better results is the essence of optimization. Be it with your product listings or your Sponsored Products ads or your Feedback Genius subject lines or message content, you can always test and find ways to improve. Remember that what works best today is not what will work best tomorrow, so test again and in new ways always.
LESSON 2: Don’t be discouraged if your improvement is only by a small percentage. That’s still an improvement and there is gold in the margins. Over time, enough small improvements add up to a big difference.
LESSON 3: Never ever stop testing, trying, and pursuing even incremental improvements. There is always a better way to be found through testing and fortune favors those who aren’t afraid to listen to the data speak and to act upon it. Or, as our friend, seven-figure seller and Feedback Genius user Liran Hirschkorn, put it so well:
“I constantly want to be testing everything to see what could be working better. In internet marketing, this is called split or A/B testing. With Feedback Genius, I can choose to send half of my customers one email, and the other half a different email, and then test which one worked better. For example, if I want to increase my email open rates, I can start by leaving my entire email sequence the same and only change my subject lines. In one subject line, I can test “How do you like your garlic press?” while simultaneously testing “Here’s a simple way to clean your new garlic press” in another sequence.” Word, Liran, word.
You Owe It to Yourself to Find Your Best Techniques
If you’re ready to see what A/B testing can do for your open rates and Buyer-Seller messaging, all you need is a Feedback Genius account (if you don’t have one yet, get a free 30-day trial). It’s easy and it’s fast and it’s powerful and it can yield amazing insights that enhance your customer communications and get you more and better reviews and feedback.