Case studies

One listing, one change

Two smaller cases from my own brand. In each one I changed a single thing on one listing and measured what it did.

Listings

Size proof in the images

Large party boxes, price held at $33-34 the whole time. Reviews and return reasons pointed to the size, so I added scale shots and size comparisons to the images.

Conversion

10.9%→13.0%

Returns, 45 days

9.2%→4.9%

10%

15%

MarAprJunJulAugSeplate Sep

before · 10.9% switch-over after · 13.0%

Show the numbers

Period	Phase	Conversion
Mar 8 - Apr 4	before	10.1%
Apr 5 - May 30	before	11.4%
May 31 - Jun 27	switch-over	13.2%
Jun 28 - Jul 25	switch-over	10.2%
Jul 26 - Aug 22	after	13.1%
Aug 23 - Sep 19	after	12.8%
Sep 20 - 30	after	13.2%
Returns, Jan-Apr orders	before	9.2% (31 of 338)
Returns, June orders	after	4.9% (7 of 143)

Listings

A new main image, tested by Amazon

Money-saving challenge kit. Version A showed the full set. Version B shows the part buyers praise most in the reviews. Amazon's Manage Your Experiments split the traffic for two weeks, about 15,700 visitors per version.

Version A main image: the full money-saving challenge kit with box, envelopes, stickers and tracker — A · beforeThe full set

Version B main image: the storage box with the patterned envelopes fanned out in front and the sticker sheets beside them — B · winnerThe part buyers praise most

Amazon's verdict

98%

probability B is better, rated strong evidence

Conversion	0.285% → 0.438%	+54%
Units sold	51 → 85	+67%
Units from search	25 → 45	+80%
Sales	$1,043 → $1,722	+65%

Amazon's one-year estimate

+$29,023

extra sales in the most likely case, about 1,455 more units

worst case $2,763best case $55,284

Visitors: 15,773 saw A, 15,738 saw B. B sold more in both weeks of the test. The one-year figure is Amazon's projection if the lift holds for a full year; it doesn't account for seasonality or price changes. Source: Amazon Manage Your Experiments.

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