How to split test and choose the best images for your Amazon product
So, today I want to take a look at product images, or more accurately, how you can easily and cheapily split test them using Facebook ads.
Also, I want to talk a little bit about how effective copy-enhanced images can be, but more on that later.
Using Facebook to select your main image (I’m presuming you have at least 5+ HD quality pictures)
We all know how difficult it can be to select that main product image as it’s basically impossible to tell which one will be the best performer.
Sure, you can swap around the listing listing images and track the changes in something like AMZ tracker, but I fell there are too many variables there.
So, forget that and let’s use Facebook to find the image people click on the most - since that’s exactly what we want for our Amazon listing.
To do this, you will need a facebook group for your brand (which you should already have). If you sell yoga mats, you’ll want a yoga page - you get the idea.
Next, you’ll want to create an advert set (here’s an article on how to do that).
For the sake of maybe getting some sales, we’ll the goal to ‘drive clicks to website’.
Next, you set your targeting, budget and all that good stuff. For testing purposes, start with something like $10 per day or more to get the results in quicker.
When you get to the images, you have a choice to use up to 5, so for this, choose your top 5 product images.
Write the ad snippets and keep them the same for each image - we want to keep the variables limited here.
Once your ads are approved, wait a few days and check back on your campaign manager to see which ad has been the top performer (you may be surprised).
Here’s an example from a recent campaign I ran which illustrates what I’m talking about (you’ll have to forgive all the editing, I don’t really want to be broadcasting my products to all of the interwebs!)
As you can see, in the same time period, that one first image destroyed the others by a long shot. Naturally, this is my main product image!
When you run this on your products, pick the top performer and make that image number one!
Added bonus - you can tweak your copy at the same time
Once you have the data showing the best performing image, you can go ahead and create a new set of ads, all running the same image, but tweaking the copy to see which version gets people clicking.
This is just something that will come in handy when you want to post similar ads on twitter, google adwords or other platforms.
Copy enhanced images
This is a term I think I invented, but what is it?
Simply put, a copy enhanced image is one that has extra copy written right there on it. These types of images are perfect for Amazon listings as they A) help you stand out from the crowd and B) are a great way of visually conveying benefits or telling a story.
Let’s take a look at some nice examples:
And here’s a really great example of selling a flashlight from the position of keeping you safe. This one is more like an full image ad and it looks awesome. Warning! Stay alive - that is some pretty ballsy copy for a flashlight.
As you can see, this is a great way of adding some pop to images, standing out and giving a nice bit of visual context to a product’s benefits. What’s even better is, most sellers, even the ones who have have good images, aren’t doing this.
As for Amazon Europe, I haven't seen any sellers doing it there.
How to copy enhance your images?
I use photoshop, although, dare I say, you might even be able to do it in MS paint. Essentially, for the most part, you are adding text (and sometimes graphics) to an image - that’s it.
I personally prefer to add benefits, size dimensions and other selling features (basically like what you already have in your bullets).
If you can’t use basic photoshop, then have someone do it for you.
So with that in mind, have a think about your images and get creative. Use the above examples as inspiration.
Even basic benefits text to something as benign as a silicone baking tray set will set your images apart from the competition.
For more ideas on how to choose great images and create a listing that stands out and converts, have a look at my article on Creating a listing that converts.
Now go turbo charge those images!