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Tips for Experiments

Creating Experiments

These can help you set up and get more value out of your experiments

  • When you identify two versions of A+ content to test in an experiment, make sure both versions are applied to the exact same set of ASINs using the A+ Content Manager. Otherwise, you won’t be able to set up your experiment.
  • Make sure your experimental content is different enough: If your content is too similar, it is less likely to affect customer behavior, and you may not be able to confidently determine a winner.
  • Let your experiment run for the entire duration: Even if early results are promising, they can be misleading. If you end an experiment early based on those results, you increase the chance of overestimating the impact of your experiment or even selecting the wrong version.

Ideas for Experiments

Here are some things you may be interested in experimenting on. But don’t restrict yourself to these ideas – use your own judgement to determine what to test.

  • Introducing new A+ content modules to your detail pages.
  • Adding high-resolution imagery to your content, or refreshing your existing imagery.
  • Using exclusively lifestyle imagery or standard product imagery.
  • Highlighting one set of features versus a different set.
  • using a comparison chart in your A+ content.

Experiment Results

By making the most of your results, you can maximize the total impact of each experiment.

  • Don’t check your results too frequently before an experiment ends: Interim results can be misleading.
  • Export your results: You can use the data export from the Experiment Details page to create your own graphs or run your own analyses.
  • Run more experiments: You can continually improve your content strategy by testing on different ASINs, changing your content hypotheses for the same ASIN, or testing during different seasonal periods to understand how different types of customers approach your product.
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