Jenny Choi

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DYMO

Amazon Hero Image
A/B Testing

Introduction

As part of our efforts to optimise product listings prior to major promotional events like Prime Day, our team was responsible for auditing and refining key content attributes, including images, titles, and bullet points. In preparation for Prime Day 2023, we utilised Amazon's A/B testing to optimise the hero images of 6 top selling DYMO products, aiming to increase visibility on search result page and conversions.

Project Goals

  1. To increase Conversion Rates Optimise DYMO's hero images to drive higher conversions by testing different visual elements.

  1. To enhance Product Visibility Ensure that DYMO products stood out in Amazon search result pages, particularly in highly competitive categories.

  1. Prepare for Promotional Events
    Maximize traffic and sales during key promotional periods like Prime Day by refining visual content using data-driven insights.

Hypothesis

Displaying DYMO product packaging in the hero image will result in a higher conversion rate compared to hero images that only show the product without packaging. The inclusion of packaging will increase product visibility, better communicate brand and product details, and ultimately drive more sales and revenue.

Challenge

Single Product Variant Testing: Testing only one product within the DYMO product lineup presented challenges. Single-product tests sometimes yielded inconclusive results, as they did not fully represent the performance of other variants within the brand’s portfolio. Broader testing was needed for more reliable data.

Solutions

  1. Strategic Design
    Created visually appealing and user-friendly designs that highlighted the unique features of each brand while maintaining a cohesive overall look.

  1. Targeted Activation
    Deployed a $100K A&P (advertising & promotional spend) budget to drive traffic via DSP (demand-side platform) in the lead up, during, and after Prime Day (lead out). This included targeted advertising and promotions to maximise reach and engagement.

  1. Performance Metrics
    Focused on key KPIs, including ROAS (return on ad spend) and conversion rates, to measure and optimise the effectiveness of our efforts.

Home

Outdoor, Home & Kitchen, Baby

Results

The results consistently showed that images featuring packaging (Version A) had a 99% probability of driving better performance across all metrics compared to Version B. This solution highlighted brand recognition and made the products more visually appealing in search results.

Key Takeaways

  1. The inclusion of secondary packaging in the hero image allows for more information to be conveyed (e.g., brand, key USP, quantity), making the product more appealing.

  1. In competitive categories where many products have homogenous appearances, featuring packaging in the hero image helps the ASIN stand out in search results.

Next Steps

  1. Expand Testing Across Product Variants: Continue A/B testing across all DYMO product variants to gather more robust data and optimize each product's hero image accordingly.

  1. Implement Learnings for Other Brands: Apply the insights from DYMO’s image optimization to other brands and products within the portfolio, particularly for those preparing for high-traffic promotional periods.

  1. Ongoing Refinement: Regularly revisit and refine hero images based on new insights and trends to ensure continued optimization and success across Amazon listings.