Wildberries implemented an “A/B test” created with the participation of the Russ group for product photo cards

The Wildberries marketplace has launched a new tool – “A/B testing” for the main photos of product cards, the marketplace’s press service told RB.RU about this.

This opportunity has already been provided to some sellers who have a “Jam” subscription, the company clarified.

“The new tool is currently in the testing stage, but in the near future we plan to make it available to all sellers with a Jam subscription,” WB explained.

The company explained that the “A/B test” is already the result of the work of the combined company RVB LLC, where the Russ Group (which is engaged in advertising projects) has 35% and Wildberries 65%. A significant part of the market assets was transferred to the new company.

“A/B testing” will allow you to find out which image attracts the most traffic and stimulates sales. The new tool allows sellers to compare different versions of their main photos, automatically distributing their impressions among buyers. At the end of the test, the seller receives detailed analysis that will help them choose the most effective photo for the product card, which will increase conversion and attract more customers, according to WB.

The cost of the Jam subscription is 14,990 rubles per month; after payment, the seller will have access to five A/B tests each month. If the seller needs more than five tests, they can purchase an additional A/B test for 1,000 rubles.

E-commerce market participants believe that the new feature will help sellers work on the marketplace.

“I think the BM innovation will find its audience. It can be difficult for sellers to choose high-quality photo content for sale. In addition, the market is now saturated with companies offering low-quality photo services. If the machine detects “saleable” photos, this will certainly help sellers increase their turnover,” he believes. founder of the VeraDeti children’s modeling agency (including those who shoot for markets) Natalya Dobryden.

According Founder of the Anabar market analysis and promotion service, Petr MarkovThe tool proposed by the World Bank is useful. Buyers buy products from those they pay attention to, as the choice, for example, of red t-shirts, can be very wide after entering the desired characteristics into the search bar.

“Buyers buy from those they noticed in search results. And in most cases the determining factor is the photo in the product title,” says Markov. But when it comes to posting a photo, sellers often rely more on their own taste, which is not confirmed by any practice. However, purchasing behavior often depends on the time of day, day of the week, etc. To solve this problem, there are “A/B tests” that can be used to determine the popularity of certain photos.

According to Markov, investments in the tool will initially pay off for sellers. But if a large number of sellers start using it, the effect may diminish.

A/B testing is one of the most useful tools for identifying the strengths and weaknesses of a product, improving user experience and even finding new ways to engage an audience, RB.RU wrote.