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Case Study

In eCommerce, the Right Image Changes Everything

Posted on:

March 28, 2023

When it comes to Amazon, a picture is worth a thousand clicks—but making sure it’s the right picture for a brand’s needs may take some testing

BACKGROUND

Most online shoppers rely on product photos when deciding whether to make a purchase. This puts a premium on high-quality images that not only show the product at its best, but also reinforce the accompanying product copy.

CHALLENGE

A leading pasta brand was selling multipacks on Amazon when it ran into some consumer confusion as to the number of products involved. The brand turned to Compass in search of the best way to resolve this confusion.

APPROACH

Our team took three products and crafted two visual approaches for each. Image A showcased a pack size callout on the packaging of a single product. Image B displayed a tray of multiple boxes to indicate pack size. We then used Amazon’s A/B testing tool to track performance.

RESULTS

Image B carried the day! Across the three products, the probability of Image B outperforming Image A ranged from 83% to 97%. With numbers like these, we were left with no doubt that most customers preferred seeing multiple boxes on the multi-pack product pages.

INSIGHTS

Amazon A/B testing is a remarkable capability that helps pinpoint the content with the best probability of performing well among shoppers. The expert team of creative and marketing professionals at Compass love using this tool to help ensure that clients have the content they need to meet and exceed expectations.

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