Before You Launch That Campaign: The Power of A/B Testing

Marketers often trust their instincts when it comes to packaging, headlines, and photography.
But in e-commerce, “best guesses” often fail to convert. Leveraging real data provides valuable insights for crafting effective, successful campaigns. Disciplined testing, such as A/B testing eliminates the guesswork from creative decisions, revealing what drives purchases. 

Straight Up Growth helps brands succeed through testing, partnering with firms like Sircle Media. Sircle Media creates engaging ads based on social trends, while Straight Up Growth rigorously tests these ads on Amazon. Awake Chocolate saw a 183% increase in overall sales and a 258% increase in sales from search by using this combined approach, which included A/B testing and mobile optimization.

In this blog, we’ll share the importance of A/B testing in CPG E-commerce, dive deeper into Sircle & SUG’s approach, and more!

Why AB Testing Matters in CPG E-commerce

Why it’s different for CPG brands:

• Visuals build trust: Whether you sell snacks, supplements, household essentials, or pet products, customers often hesitate to try something new online without proof that it will meet their needs.
• Copy influences perception: Shoppers rely on images and copy to quickly assess the quality, benefits, and credibility of products. Minor tweaks in how you present your product can dramatically change perception.
• Details make or break conversions: In crowded categories, even subtle differences—like a word choice in your title or the color of a call-to-action—can tip the scale between a sale and a bounce.

Here are some examples of what to test:

• Product Images: Testing clean packaging shots versus lifestyle photography helps you understand what attracts customers more. Clean shots highlight the product itself, while lifestyle shots show it in use, creating a sense of aspiration or practicality.
• Titles and Claims: Testing different benefits helps you discover what matters most to your audience. For example, "Plant-Based" might appeal to health-conscious buyers, "Low Sugar" to those watching their diet, and "Family Size" to larger households.
• Video vs. Static: Videos can offer more engagement and information than static images. Simple explainer videos can quickly show how a product works, while customer testimonials add credibility. Compare these to still images to see which drives more action.
• Subscribe & Save Messaging: Highlighting different aspects of the subscription service can attract a diverse range of customers. Emphasizing savings might appeal to budget-conscious shoppers, convenience to busy individuals, and sustainability to eco-friendly consumers.
• Promotional Banners: Seasonal offers create urgency and excitement, while evergreen discounts offer consistent value. Highlighting limited-time bundles can also drive quick sales by offering more perceived value.

Ultimately, if you rely on assumptions about what drives trial and repeat purchases, you’re leaving money on the table. AB testing reveals what truly motivates consumers to trust and buy your CPG brand.

Sircle + SUG Approach: Data Over Ego

Sircle Media and Straight Up Growth teamed up, blending creative social media trends with systematic Amazon testing. Sircle Media crafts engaging ad variations informed by the latest social trends. Straight Up Growth then rigorously tests these ads through Amazon experiments and Sponsored Display, using A/B testing to pinpoint the most effective strategies. This collaboration ensures ads are both fresh and data-driven, optimizing performance on Amazon.

In a LinkedIn Live, Awake Chocolate showcased how it leveraged the combined Amazon Ads strategy of Straight Up Growth and the compelling social storytelling of Sircle Media to achieve consistent growth. Recognizing that 67% of Awake's traffic came from mobile, they focused on enhancing the Amazon experience.

“We achieved this by optimizing towards premium A+ content, utilizing more white space within each image, focusing on USPs (unique selling points) and showing the actual product multiple times.”
— Daniel Tejada, Co-Founder & Chief Learning Officer, Straight Up Growth

Through rigorous A/B testing of all new Amazon content, including videos and images, and optimizing listings for mobile, Awake Chocolate saw impressive results:

✅ 183% increase in total Amazon sales
✅ 258% increase in sales from search
✅ Improved ad efficiency & store-level sell-through

Regular daily campaign audits and A/B testing enabled rapid scaling without wasteful spending, ultimately revealing that the main image and title testing were key drivers for significant click-through rate improvements.

Conclusion

In the realm of beverage e-commerce, A/B testing is not optional—it’s essential. Even experienced marketers can be surprised by what resonates with consumers. To truly understand your audience and optimize your sales, systematic testing is crucial, regardless of your brand's size. Straight Up Growth can help foster a culture of experimentation within your organization. Ready to unlock your e-commerce potential? Contact Straight Up Growth today and let us guide you toward growth-driving strategies!

Q+A 

- How often should we run AB tests on our product listings?

Continuously aim for ongoing refinement. Regular testing ensures that your listings are continually optimized, allowing you to adapt quickly to changing consumer preferences and market trends.

- What KPIs should we track to measure AB test success?

Conversion rates and click-through rates are essential. These metrics directly reflect how effectively your listing variations are performing in attracting and converting potential customers, providing clear indicators of success.

- How do AB tests inform broader brand strategy?

By revealing clear customer preferences and behaviors. These insights can guide broader marketing strategies, product development decisions, and even inform overall brand messaging for greater resonance.

- What if a brand has a limited budget for creative?

Focus on testing small, impactful changes to start. Even minor tweaks to elements like headlines or images can yield significant results, making the most of a limited budget while still gaining valuable insights.

- Can AB testing help with new product launches?

Yes, significantly, by identifying the most effective messaging and visuals. Testing different elements helps refine your launch strategy, ensuring your new product makes the most significant possible impact right from the start.

Watch the complete LinkedIn Live case study on Awake Chocolate here!