OPTIMIZE

Improving your Click-Through Rate (CTR) is one of the fastest and most cost-effective ways to enhance your brand's performance on Amazon. With the ability to quickly test and implement different concepts, optimizing for CTR allows you to experiment until you find what works best.

This guide provides a step-by-step approach to optimizing your listing for increased CTR, with a primary focus on main image testing. We've also included additional CTR optimization strategies on the final page for a comprehensive approach.

You can download a PDF of this workflow here

TABLE OF CONTENTS

Step 1: ANALYZE MAIN IMAGES IN DEEP DIVE
Step 2: ANALYZE AI PRODUCT BRIEF
Step 3: CONCEPTS FOR MAIN IMAGE VARIATIONS
Step 4: VALIDATE CONCEPTS AND REFINE
Step 5: UPLOAD TO AMAZON / START MYE
Step 6: MAKE HIGHLIGHT IN RANK RADAR
Step 7: MONITOR PERFORMANCE AND EXECUTE MONTLY MYE TESTS
Step 8: ALTERNATE CTR OPTIMIZATION STRATEGIES

STEP 1: ANALYZE MAIN IMAGES IN DEEP DIVE

Deep Dive lets you quickly view all competitor main images in one place. By examining the trends in existing formats and styles, you can find inspiration for your own main image variations. Remember, the key to a winning main image is consistent testing. You’ll never know if a different version will perform better until you try it. Stay patient and committed, testing multiple options over several months to find the best results.

Step 1: Navigate to Deep Dive

Step 2: Click the collapse Toggle

Step 3: Understand the Main Image Matrix

Step 4: Download this Google Sheet and make a copy. 

Step 5: Categorize Main Image by Type

STEP 2: ANALYZE AI PRODUCT BRIEF

While the AI Product Brief will be more suited towards information that should be included in your secondary images and A+ content, you might find concepts and themes that could be reinforced in the Main Image.

Step 1: Navigate to AI Product Brief

Step 2: Select Up to 10 Competitors to Analyze

Step 3: Analyze Results

STEP 3: CONCEPTS FOR MAIN IMAGE VARIATIONS

Step 1: Create List of Testable Concepts

Step 2: Create Short Description for Each Concept

Step 3: Use Variationizer or Designer to Create Concepts

STEP 4: VALIDATE CONCEPTS AND REFINE

Step 1: Test Images 3-5 of your best images against your
current main image

Step 2: Test the winning image against your top 3 competitors

Step 3: Analyze results and iterate

STEP 5: UPLOAD TO AMAZON / START MYE

a. Go to Amazon > Brands > MYE

b. Upload new image variant 

c. Create hypothesis

d. Create monthly testing roadmap

STEP 6: MAKE HIGHLIGHT IN RANK RADAR

Step 1: 

Step 2: 

Step 3: 

STEP 7: MONITOR PERFORMANCE AND EXECUTE MONTLY MYE TESTS

"Manage Your Experiments" are designed to run for at least 4 weeks but can be concluded
sooner if a clear winner is identified. Aim to test a new main image every month. If a new
main image significantly underperforms compared to your current design, don't hesitate
to end the test early and explore another option.

Implementation Timeline (Monthly)

STEP 8: ALTERNATE CTR OPTIMIZATION STRATEGIES

Keep in mind that other factors can also influence Click-Through Rate (CTR).
While this guide doesn't cover those areas in detail, you can explore the resources below
for further inspiration.

Step 1: Test price

Step 2: Get more reviews

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