创建试验

开始运行试验

借助“管理您的试验”,您可以对品牌商品的 A+ 商品描述进行 A/B 测试(也称为拆分测试)。试验可以识别出效果良好的商品描述,有助于您提高转化率。通过运行试验,您可以了解如何创建更好的商品描述来吸引买家并提升销量。

在试验期间,详情页面的访问者会被随机分为两组。对于整个试验,一组访问者可以看到商品描述的版本 A,另一组可以看到版本 B。这意味着试验【不会】随时间轮换显示商品描述。相反,这两个版本的商品描述始终会在试验期间显示,但会显示给不同的买家群。这也意味着促销、秒杀或其他短期优惠和活动对您的结果几乎没有影响。

系统会定期更新结果,并告诉您哪个版本的商品描述更好(根据哪项商品描述带来的销售额更多)。

重要: 要访问“管理您的试验”,您必须是品牌所有者。

资格

我们的工具将列出符合试验条件的 ASIN。要符合试验条件,ASIN 必须:

  1. 拥有非常高的流量和销售速度,并且

  2. 属于您拥有的品牌,以及

  3. 已发布了 A+ 商品描述

ASIN 通常会因为没有足够高的流量/销售速度而不符合条件。此要求是为了提高您结果的统计有效性。请参阅我们提供的有关如何提高 ASIN 流量的提示以使它们符合试验条件。

设置试验

  1. 为试验选择一个符合要求的参考 ASIN。此参考 ASIN 具有您想要试验的已发布 A+ 商品描述。

  2. 为试验命名。然后,选择试验的开始日期和持续时间。您可以随时更改持续时间,即使在试验运行期间也是如此,也可以提前结束试验。

  3. 从下拉菜单中选择商品描述的版本 A。

  4. 从下拉菜单中选择商品描述的版本 B。

    • 通常情况下,您需要创建新的商品描述并将其用作版本 B。最简单的方法是点击页面中显示“从复制版本 A 开始”的链接。系统将随即创建一个应用于同一组 ASIN 的商品描述版本 A 的副本(要提交有效的试验,两个版本的商品描述必须应用于相同的 ASIN)。

  5. 提交您的试验。

提示: 在您提交新的商品描述之前,“A+ 商品描述管理器”会询问您是否想要覆盖详情页面上的现有商品描述。此时,您应该接受此覆盖操作。这种覆盖是临时性的;试验开始时,两个版本的商品描述均将显示在详情页面上。

什么是好的试验?

最佳试验具有以下特点:

  1. 版本 A 和版本 B 之间存在很大差异。例如,它们使用不同的模块、不同的模块顺序,以及在商品描述中包含不同的图片和文本。当您测试差异较大的商品描述时,检测到的任何效果差异可能会更加真实一些,而不是随机发生的。

  2. 试验的持续时间为 10 周。这让我们有足够的时间收集尽可能多的数据。


 亚马逊官网原文详情:

Creating Experiments

Get started with experiments

Manage Your Experiments lets you run A/B tests (also known as split tests) on the A+ content on your brand’s listings. Experiments help you optimize your conversion by identifying high-performing content. By running experiments, you can learn how to build better content that appeals to your customers and drives more sales.

During the experiment, visitors to the detail page are randomly split into two groups. One group sees Version A of content, while the other sees Version B, for the entire experiment. This means that experiments are notrotating content over time. Instead, both versions of content are always showing during the experiment, but to different groups of customers. This also means that promotions, deals, or other short-term sales and events should have little or no effect on your results.

Results will be updated periodically, and tell you which version of content was better (based on driving more sales).

Important: To access Manage Your Experiments, you must be a brand owner.

Eligibility

Our tool will list which of your ASINs are eligible for experiments. To be eligible, an ASIN must:

  1. Have very high traffic and sales velocity, and

  2. Belong to a brand that you own, and

  3. Already have published A+ content

Most commonly, ASINs aren’t eligible because they don’t have enough traffic/sales velocity. This requirement is in place to improve the statistical validity of your results. See our tips for driving additional traffic to your ASINs to make them eligible for experiments.

Set up an experiment

  1. Select an eligible reference ASIN for the experiment. This reference ASIN has the A+ content published that you want to experiment on.

  2. Name your experiment. Then, select a start date and duration for the experiment. You can change the duration at any time, even while the experiment is running, or end the experiment early.

  3. Select Version A of content from the drop-down menu.

  4. Select Version B of content from the drop-down menu.

    • Typically, you’ll have to create new content to use as Version B. The easiest way to do this is to click the link on our page that says ‘Start by duplicating Version A’. That will create a copy of your Version A content with the same set of ASINs (both versions of content must have the same ASINs applied to submit a valid experiment).

  5. Submit your experiment.

Tip: Before submitting your new content, the A+ content manager will ask you if you want to override the existing content on the detail page. You should accept this override. The override is temporary; when the experiment starts, both versions of content will be showing on the detail page.

What are good experiments?

The best experiments share these characteristics:

  1. Version A and Version B are very different from each other. For example, they use different modules, different orders of modules, and different images and text inside the content. When you test very different content, any performance differences detected are more likely to be real, not caused by random chance.

  2. The duration of the experiment is 10 weeks. This allows us time to collect as much data as possible.

 文章来源:亚马逊官方网站