This episode explores how to leverage Amazon's search query performance data and split testing to boost e-commerce sales. The hosts discuss the importance of conversion rate (CVR) and click-through rate (CTR) optimization, illustrating how even small improvements (e.g., a 4% CVR increase) can significantly impact revenue. Against this backdrop, they highlight the power of Amazon's Search Query Performance report, emphasizing its value as first-party data for understanding keyword performance and identifying areas for improvement. More significantly, they demonstrate a live split test using Helium 10 Audience, analyzing customer preferences for product images to optimize click-through rates. For instance, they showcase how analyzing demographic data from Amazon Brand Analytics informed their targeting for a split test, leading to a clear preference for one image over others. The discussion then pivots to using Helium 10's Search Query Analyzer to identify keywords driving sales, allowing for targeted advertising campaigns and organic ranking improvements. Ultimately, this episode underscores the importance of combining first-party data analysis with audience insights to achieve substantial sales growth on Amazon.
