EP 3: Understanding and Testing Audience and Images with John Aspinall of PickFu

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

In this episode, John Aspinall shares his extensive experience in e-commerce, specifically focusing on Amazon optimization strategies. He delves into hero image optimization, color psychology, and the power of A/B testingthrough tools like PickFu. John emphasizes the importance of understanding your ideal client profile (ICP) and how brands often make costly assumptions about their customers without proper testing.

Key insights include:

• The psychology behind product images and how direct eye contact can increase conversions.
• The value of micro A/B tests to improve click-through rates without hefty ad spend.
• How brands, even large ones like Hasbro and Rockstar Energy, make product mistakes due to insufficient consumer research.
• The importance of hyper-targeting product listings to specific audiences, as shown in an example of a company tripling revenue by repositioning the same product for different demographics.

John also shares marketing hacks, including how to use PickFu for free with your own audience and tips for maximizing productivity with Apple devices. The episode wraps up with a fun discussion about Marvel characters, iPhones, and Comic-Con experiences.

Links Mentioned in the Episode:

• PickFu - https://www.pickfu.com
• SMX London & SMX Munich - https://www.searchmarketingexpo.com
• Goli Nutrition - https://www.goli.com
• La Roche-Posay - https://www.laroche-posay.us
• Brickmania - https://www.brickmania.com
• Zulay Kitchen - https://www.zulaykitchen.com

פרקים

1. EP 3: Understanding and Testing Audience and Images with John Aspinall of PickFu (00:00:00)

2. Getting to Know John Apsinall of PickFu (00:00:51)

3. Discussing Amazon Manage My Experiments (00:04:27)

4. Do Brands Really Know Their Customers? (00:07:09)

5. When Product Extensions Have Different Audiences (i.e. Lego) (00:09:39)

6. Resellers and Repricers (00:12:00)

7. Don’t Mess Around With the Post Office (00:15:00)

8. Getting Started on Amazon Today (00:18:32)

9. How to Be a Winner on Amazon Today (00:19:00)

10. The Bad Decision Warehouse (00:20:26)

11. ohn Gives Us an Exclusive Hack! (00:24:05)

12. Goli’s Listing Image Hack (00:27:40)

13. Color Psychology (00:28:18)

14. “Merchandising for the Click” (00:29:54)

15. The Biggest Mistake John’s Ever Seen (00:32:00)

16. Compliance…”Everything’s a pesticide!” (00:35:21)

17. Robyn Gets Cut Off Mid-Sentence… (00:49:50)