Amazon Split Testing Tool – PickFu Review

June 15, 2020

pickfu review

PickFu is an essential tool for e-commerce sellers allowing to get nearly instant feedback on creative assets for brands. From product packaging to A+ content, sellers can validate their ideas to make more informed decisions while launching a product and reducing the risk of poor performing listings. PickFu helps the most successful sellers in the industry consistently dominate their competitors, so the next time you’re feeling unsure, use PickFu to know what sells, before you sell it.

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PickFu is presented by Anthony Cofrancesco.

List of features covered in this video:

00:27 What is PickFu and how does it help Amazon sellers?
01:00 Which marketplaces PickFu operates in?
01:44 Starting a new poll on PickFu
03:23 How Amazon FBA sellers can use PickFu?
04:44 How to get feedback using PickFu?
07:14 How it differs from other A/B testing tools
09:21 Most common use cases
10:55 #1 Testing your brand
11:57 #2 Product design
13:58 #3 Product packaging
15:28 #4 Copywriting
17:29 #5 Images
20:32 How many PickFu tests do sellers usually do?
21:03 case study using PickFu
22:25 Poll results – what information do you get and how to use it
27:51 Is PickFu going to release new features soon?

What is PickFu?

It’s important to understand product’s demand before starting to sell it on Amazon. However, not only demand plays a huge part of your successful start – the way you present the product, its design, appearance and images have a great impact.

PickFu solution allows you to reach out to your potential customers and get their feedback so you know how to improve your product. What is more, you get instant feedback – within 1 hour, you get real feedback from real people. They do not only submit their votes but give an actual detailed opinion, whether it’s a product image, brand logo, etc.

Since you get not only votes but written feedback as well, you can make further changes to your image/listing/branding based on it. Sometimes it’s not even about which option gets the most votes, but what people say about it.

Before jumping into PickFu, keep in mind that respondents are based in the US, meaning that if you are selling on Germany, you might want to consider it twice whether or not the feedback would be effective in your own case. As Anthony explains, they have customers from all over the world and getting any kind of feedback is always better.

These are the most common use cases of PickFu – sellers use this tool to test:

  • Product image
  • Product packaging
  • Branding
  • Product design
  • Copy

Creating a PickFu poll

Obviously, the first step is creating a poll. The process is really simple and forward as well as the interface. The good thing is you don’t need to register – it’s available for everyone. Just go to PickFu’s website and start creating a poll from scratch by clicking “New Poll”:

Here you need to specify what are you looking for – either for open-ended feedback or votes with explanation. The first option would gather written feedback and rating on 1 item while the other compares 2 or more items to choose a winner:

After you make a choice on which feedback you’d like to receive, select examples for Option A and Option B (if you want respondents to evaluate written text, just simply copy-paste it to the box). As you set up your feedback options, on the right you can see the total amount for your poll.

During the demo, Anthony set up 2 polls – one for a product packaging (example product: jade roller) and the other for product image (example product: resistance band).

The first poll is to choose a winner product packaging for a jade roller out of 3 options:

When you set up your poll, you get to choose your audience: the number of respondents and whether it’s general or targeted. The general audience means the respondents will be anyone from PickFu’s respondents panel and targeted means you can specify which particular respondents you’d like to receive feedback from. In this case, you need to customize the audience yourself – as Anthony says, the most common segmentation category for this is Amazon Prime Membership.

However, the customization really depends on what product type you want to run a poll on, i.e. while setting up a poll for resistance band, Anthony selected “exercise frequency” category so only people with interest in sports would give their opinion.

Lastly, you get to choose how to gather the final results for the poll:

And that’s it – now your poll is running and collecting data takes up to 1 hour.

How does it differ from A/B testing?

Usually, A/B testing takes you weeks to gather the necessary data. With PickFu, you get the results instantly from people who are paid to get their job done.

Analyzing final results

Anthony shows a few examples of already completed polls where you can see how long did it take to gather responses, what respondents participated in the poll and, obviously, what they voted for and thought about each of the options.

The first thing you will see is a winner option which is presented alongside with a final score.

If you scroll down a bit, you will find the most important part of a poll – detailed responses which can be hovered over to see information about each respondent – their education, age, gender, income and ethnicity:

You also get to see a breakdown diagram below responses section where you can easily see the demographic data:

After analyzing all responses, you get the idea of what people liked and disliked about each of the options. In this case, option B is a clear winner because the product packaging indicates how many masks you’ll get, provides enough visual information so customers know exactly what they get.

In fact, you can also ask respondents follow-up questions in case you are not sure what they meant. Also, you can indicate whether the response was helpful or not. If you choose the latter option, then the tool will give you another respondent instead.

Interestingly, PickFu polls reveals even tiny details that you would never think of, i.e. a lot of people like Option A just because the mask looks less wrinkled and smooth. So the thing is – when launching a product, you need to carefully analyze the results and incorporate feedback from all of the options by picking the most important details.

Having this in mind, we see from this poll that people definitely want to see product packaging, the image of the exact product must be clear and smooth so you don’t end up with the final result as in option C.

The other example shows how much the color of the packaging can determine which product people would choose. From the first sight, the packaging of both of these vitamin bottles doesn’t seem to be so different, however, people find option B more clear and high-quality:

As you can see, by running a poll, you can actually get insights on product the overall product design which is very important since it’s the first that gets potential customers’ attention.

A great example of how different results can determine your final decision is this poll which was run during the PickFu demo:

As you can see, the winner for this poll is option B. However, the actual bestseller on Amazon is option A. This example shows you don’t make the final results as they are but rather consider them separately and implement your respondents’ insights accordingly.

In this case, people are more likely to use a resistance band at the gym and that’s one of the reasons why the best-seller on Amazon is option A, not option B, even though it’s more appealing.

PickFu for Amazon sellers

To make it simpler and straightforward for Amazon sellers, PickFu is planning to adjust the tool to sellers’ needs even more, meaning they are going to put an ASIN directly to PickFu so you can choose from there which parts of an ASIN you want to run tests on.

Another thing PickFu is working at the moment is the visualization, better possible ways to go through the data faster, and how to run tests on more complex media types since videos and A+ content is becoming more and more popular on Amazon.

Also, the good news is PickFu is planning to expand outside the US in the near future.

When it comes to pricing, the rate starts at $50 ($1 per response from the general audience). Once you start adding different segmentation for your target audience, the price increases, depending on how difficult your chosen categories are. If you run more than 3 tests in a month, you might want to consider PickFu’s membership plan that you can cancel anytime. Find more about the plan and get 50% off your first poll on their website.

About the author 

Augustas Kligys

Augustas Kligys is the founder of Orange Klik and has been delivering in-person and virtual events for Amazon sellers since 2016, including European Seller Conference, Seller Fest and PPC Congress.

Known in the business as the "Amazon Summits Guy", Augustas helps Amazon sellers achieve success through delivering expert sessions and online guides.

Focused on helping Amazon sellers build and scale their business, Augustas has spent the last years developing an industry-leading knowledge base, with over 500 sessions featuring Amazon industry leaders, experts, speakers and tools.

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