July 12, 2017
Writing Amazon titles can be a traumatic experience for some people. Even those with a good amount of expertise with writing copy can struggle with this all-important element. It only makes sense that — once the Amazon title has been decided on — you would leave it alone at all costs. Unfortunately, that’s not the best strategy if you want to ensure conversions are at their highest.
The title of your product listing is the most-read component of your copy. It has an enormous impact on sales and rankings. Just because you’ve found one that works pretty well doesn’t mean there aren’t several others that could pull even better results. This is why it’s important to test and tweak every title for every product listing you’ve created. But how?
Deciding What to Test and How
Often, it isn’t the why of testing that throws sellers off. Most are smart enough to realize they need to be testing to gradually and consistently increase revenue levels. It’s figuring out what to test and how to go about it that stumps them.
When most people talk about testing, they use scary terms like “hypothesis,” “variants,” and “statistical analysis.” Don’t let that language intimidate you. All those really mean is that you think about other ways the titles could be written, implement different options, and track the results to find out which ones worked and which didn’t.
There is practically an unlimited list of elements you can test on your Amazon listings, including titles, and also bullets, descriptions, keywords and more.
If you need a little inspiration and guidance figuring this part out, check out my Listing Lab. It was created just for people like you who want to take a professional approach to their Amazon businesses, but aren’t quite sure what or how to test.
Take It Slow
How do you test titles? Unless you are well versed with multi-variant testing, you need to change only one element per title at a time. If you make too many changes in the same title simultaneously, you’ll have no way of knowing which change caused the increase or decrease in traffic or sales.
What Do I Change?
There is almost always more than one way to describe a product. For instance, if you sell professional dinnerware, you may be focusing your titles on colors / patterns. However, for upscale buyers, quality may be a more important factor. You could test titles that bring out these features or benefits.
You could also test Amazon titles using different:
- Keyphrases — Sometimes site visitors connect more with titles that use the different keyphrase. Even if one keyphrase has higher search volume, it might not convert as well.
- Target Segments — A laptop computer listing might test mentioning business users, students, or senior citizens in the title instead of taking a generic approach.
- Rearranging the Order — Have your brand at the front and your primary keyphrase at the end? Switch them and see how much of an improvement it makes.
If your current title is:
Squared Porto Chalé 12-Piece BPA-Free Melamine Dinnerware Set, White, Red, Yellow, Blue
You could test writing it these three different ways based on the suggestions above:
[Keywords] Squared Porto Chalé 12-Piece Unbreakable Professional Dishes, White, Red, Yellow, Blue
[Target Segments] Squared Porto Chalé 12-Piece Melamine Restaurant Dinnerware Set for Cafés and Bistros
[Rearrange Order] Melamine Dinnerware Set, 12-Piece BPA-Free in White, Red, Yellow, Blue by Squared Porto Chalé
Common Questions About Testing
Am I allowed to test my Amazon listings?
Sure! Amazon wants your product pages to perform at their best because that means you and Amazon make more money.
How do I know if my test worked?
Check your data. Most of the time, you’ll want to go to:
- Business Reports
- Detail Page Sales and Traffic by Child Item
Sessions will be the number of traffic / visitors an Amazon listing gets.
Unit Session Percentage is Amazon’s version of a conversion rate (sales) for the listing.
Is it possible to test pages I did not create?
Sellers who did not create a listing page do not have control over the process of making changes. You can either edit the listing (which is essentially just inputting suggestions that Amazon may or may not accept) or you can call, create a ticket in Seller Central, or communicate directly with a rep via phone, and ask them to make the changes.
It’s well worth your time to set up a testing schedule for the titles and other elements of your Amazon listings. You’ll be amazed at how much you will learn and what phenomenal improvements you can experience with very little effort.
Karon Thackston is president of Marketing Words Copywriting Agency helping Amazon sellers, eCommerce site owners and content marketers rank higher, convert better and make more sales.