#691 - $20K More Sales with One Image Change

#691 - $20K More Sales with One Image Change Speaker 1: What is one service that can help sellers potentially increase sales by projected $20,000 like it did for one of my products? It's using Helium 10 Audience, which is powered by PickFu. Today, we bring on the founder of PickFu again, and he's going to come back on the show to talk about all the different ways split testing can make you more money. How cool is that? Pretty cool, I think. Welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show. It's a completely BS-free, unscripted and unrehearsed, organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And we've got somebody who has helped tens of thousands of serious sellers worldwide, Justin from PickFu. Justin, how's it going? Speaker 2: Good. Thanks for having me on, Bradley. Speaker 1: Anybody knows who's watching on youtube we're twinning today we have a very stylish. Pick food swag hat right here very nice one of the only times you'll catch you wearing a snapback because what people don't see is that. My skull is so big, it's snapbacks, they have to be on the very last rung and that's just not swaggy at all if you're walking around the last rung on a thing with it about to pop because your skull is so big. But anyways, here for this podcast, I'm representing Justin, decided to wear the same one too. So anyways, how's it been going? You're still here in California, right? Speaker 2: Yeah, yeah. I'm in Los Angeles, enjoying the summer weather right now. Speaker 1: It's been a pretty mild summer, at least for us down here. That's good because my air conditioner broke. We got goats again, and the goat chewed through the power cable that connects to the air conditioner because that's where it is. I'm very thankful that I haven't completely needed that. Speaker 2: That's a weird problem. That's a weird problem to have. Speaker 1: It is, and it's not a very California problem to have. Not many people in California, or in Southern California at least, say, hey, yeah, my goat chewed through my air conditioner, but hey, that's the story of my life. If you want to get more of Justin's backstory, he's been on this show multiple times. The original one that he was on was episode 119 all the way back in 2020. And then we had some follow-up episodes through the years. He came back on episode 257. You guys could look for that one. 374. And yeah, 374 was the last one back in 2022. So it's been a couple of years since you have been on. And so I'll say, hey, we've got to get Justin back on to talk about what's new. But just in general, right off the bat, I don't know how many, I know you attend events. I've seen you at various events. But to me, it seems like more people in the last year, Probably than the previous five years are all talking about the importance of like, you know, click-through rate optimization about, hey, your main image, your product page, you know, helping your conversion rate, you know, like and using split testing tools like PickFu. But is it just me picking and choosing what I'm hearing or are you seeing like that just more of a common theme at conferences you go to? Speaker 2: Yeah, I think I think it's the evolution of the industry. I think everyone's getting much more sophisticated about improving and tracking performance. I think it helps that Amazon itself, you know, obviously they have manager experiments and so they are pushing that kind of education. And so I think everyone's getting a lot more data minded in terms of making decisions around which creatives they want to use. And I think a lot of people have seen Click-through rates, just even for main image improvements, improving their CVRs as well. So not just vanity metrics of you're getting more sessions on the page, but people are actually buying more and converting better. So I think it's just a general sophistication increase as everyone's getting used to selling on Amazon. Everyone knows it's super competitive and so you got to stand out. And the trends change, honestly, they're changing. Every month, every quarter, you're going to have to stay on top of your particular segment and your category and your keyword, making sure that you're popping. You don't want to look the same, but at the same time, you got to find what's Close enough to TOS compliant that still works to stand out in the marketplace. Speaker 1: Awesome. Awesome. All right. Now, just for people who are watching the first time, they're too lazy to kind of like go back to the other episodes. You know, I hope by now people don't or split testing is not a new term or manager experiments or PickFu is a new term. But in general, what is it that you guys do? And what is it that manager experiments does? And actually, you know, go ahead and end it with a comparison of the chair. Speaker 2: So what we are is a consumer insights platform. So we help you gather feedback on any of the product decisions you're going to make. So it's essentially you think of it as a simple survey. We have a panel of people that we'll reach out to. So maybe you're testing main image or product packaging design. You have a couple of variations. You want to get feedback on it. You throw it up on a survey on our PickFu and we're going to go out, we're going to find your audience. So maybe it's a woman dog owners. We're going to incentivize them to choose which one they like, and then they're going to give a written explanation why. And so this really helps you get more confidence around the creatives that you're going to use. And maybe you're about to pull the trigger on new packaging, which is a huge investment. And so you want to make sure that you get it right, as opposed to launching the packaging and just completely flopping in the marketplace. So split testing with manager experiments is live split testing. So people might be familiar with this with like website A-B testing, where sometimes you're on a website and sometimes it shows one text or a different text or a different color, whatever it is, and you're kind of undergoing a split test experiment. And so in Amazon's case, they'll show one main image and you can put up another one and for some other people, they'll see a different main image and then they'll kind of track the performance of which one does better. So they're both incredible tools that you want to use to improve your click-through rates and your conversion rates. The difference is that when you're live testing, While you are going to get true sales data, it's also a risk because by definition, you're putting one up that's not performing as well as the other one. So you're potentially losing sales and that could be impacting broader performance. You're going to lose money. You could have negative consumer perception of like, oh, that's weird. What are they doing over there now? And one of the feedback that we heard from the MYE team actually at Last Accelerate was that Because of this concern, a lot of people who use MYE are very conservative with what they upload because you're scared, right? You don't want to take a huge risk. So they're kind of pulling their punches and say, you know, I'm just going to make a minor tweak and upload it. And that way, I'm not going to lose that much money. Well, you're also not going to gain that. You're not going to make a huge gain. So where we fit in actually is PickFu is great because it's off-platform. It's not live. You can iterate as many times as you want. The feedback that people give you is private. We fit in right before you're going to live test. As you're developing creatives, you should be using PickFu to iterate on them, test against your competition. When you go live, you're very confident that this whole new direction, maybe you used to do a black motif and you want to go pink, you're not going to shock everyone. It actually feels on brand. But now you can take those kinds of drastic changes because you validated them, you've heard the feedback from potential consumers. What we've actually seen and when we talked to the MYE product team also is that the significance comes back much faster. Typically, MYE may take weeks, 8-10 weeks or whatever. We have a lot of customers that their MYE experiments finish 1-2 weeks just because it's so much better and it's validated so they're confident that it's going to work. Speaker 1: OK, yeah, I know. I think I've used. I manage your experiments but with a very specific use case where I just wanted to kind of see some of my impression numbers and also if I have a shady main image, like something that's a gray area, that's my way of getting it in because if it's the winning one and Amazon puts it in, it's not me uploading an image, it's Amazon. Usually, there'll be a message. If it's absolutely no, this image is not allowed, you would find out and manage your experiments as opposed to getting your image suppressed or your main listing suppressed. But yeah, you're right. To me, it makes no sense to do it as your only split testing for some of your main creatives, especially because the listing by definition is live already. So by definition, you're saying that, hey, For 15 out of 30 days, you have something that is not optimized for your audience. I'd much rather have it done before where I start from day zero on my listing of what is 100% optimized. It's just a no-brainer to me. Sure, Manager Experiments is free, but free, I save $100 or $50 or something like that, but for half the month, my click-through rate is bad. You're wasting a lot, lot more money on that. Let's go back to the use cases for somebody brand new. I think most experienced people or even somebody brand new, the no brainer thing to split test is main image. So let's just start there, even for people who know about it. What kind of main image split test are you seeing making big impacts? Like, is it just about things? All right, I know it's not, but we're not talking about things like just the angle of the camera on the image, but it's also like things like, you know, perhaps text on the package and talk about some of the experiences maybe of stuff that have really worked for sellers out there. Speaker 2: Yeah, yeah. So like you said, there's a lot of different tactics and the tricky thing, you know, whenever people ask this question is that it There's a huge list of things to experiment on, but they're different for every product in every category. What may work for supplements may not necessarily work for baby clothes or dog harnesses or whatever it is. There are a lot of tactics including changing the angle. I've seen one test where literally they just flipped it And when it's left or right, it was a huge difference just because the perception of it was very different. Obviously, there's a little enhancement that you can do, like you said, putting text on packaging, even just showing the packaging. I think that's the most obvious one that a lot of people, if they're not doing it, should probably do is just show your packaging, especially if you've spent time on it. If you've got nice packaging, throw it in there. It's part of the thing. And if you don't, then you could still put a package and put some text on it and that usually passes anyway. You know, those are common things. Ingredients are really common. So if your supplements or flavors, all that kind of stuff, showing the fruits and things like that, badges, you know, if they're certifications or made in the US, like obviously you show those kinds of things, kind of superimposing them on the package or the product itself. Other things that you don't think are going to make a big difference are the dogs. Let's say you're, you know, pets, right? Like, and you get a lot of times you could show the dog. People, surprisingly, don't test the dog. It makes a huge difference what dog it is because maybe it gives a relative size or some dogs are just more appealing than others. A lot of times, we see the seller just using their dog, which I get. Yeah, your dog is cute, but maybe not the best performing one. And so, we'll see savvy sellers test all these different dog models and it makes a big difference. So, these kinds of things where You know, maybe you have a preference or you just think like, oh, well, everyone loves the lab or something like that. Well, you might as well test it, right? Because like for every product, it might be different. And, you know, if it's something about like hair, you know, shampooing or something, yeah, maybe the lab with like the type of fur may do well. But if you're putting the wrong kind of dog and that doesn't even make sense, then it's not going to perform well. So there's all these like micro, I think the key is that there's all these micro decisions and assumptions that we're always making. And now you can validate them at little to no cost and very quickly. I don't know if we mentioned it, but typically they're done in 15, 30 minutes, under an hour usually. And so you're not sitting around waiting for weeks for this kind of test to come back. So you can launch it, go have your coffee, come back, talk about it with your team. Hey, people don't like this dog. They don't like this font. Let's try another test. And keep iterating. The last thing I'll mention is that you definitely want to test variations. But then the most important thing is actually then testing that against your competition. So People usually get caught up because they keep iterating on their own variations and then they come to kind of like a local maxim of like, all right, this is the best new version that I have. But if you don't test it against your competition, you might not have made any improvements, right? It just looks better relative to what it was before. It doesn't mean it's better against your competition. Speaker 1: Very good point. Speaker 2: Yeah. So the process that we typically recommend is you baseline your main image or whatever it is that you're doing against your competition and maybe you're going to lose, maybe you win 10% of the vote, then go do your iterations, keep improving it, then retest against that same competition and hopefully, you're going to see a relative improvement. You may not win because maybe there's some crazy brand that's just awesome and they have Brand share, whatever. But if you're showing a relative improvement, that's going to translate into an increase in clicks. Speaker 1: Yeah, so maybe it's like almost at least four-step process. Like you test if you're an existing seller. If you're new, maybe three. At least, but it's like if you're an existing seller, hey, test your main image against the competitor. Does the competitor win? Yes. Well, maybe that's part of the reason why the competitor is beating you. All right. So now you have three, four different options for yours and you see which is the winner and then you maybe do it again one more time in case you need to narrow it down more. And then the final thing is whatever was the winner from those two, now put it back up against your competitor and now does it win? And if so, you're good to go. So that's a good point. And then if you're a brand new seller, it's kind of like, all right, you know, go through your first couple iterations of what's the best thing that you can come up with. And then, you know, like market on Amazon, you know, search result page or something, you know, screenshot and then compare it to the competitor and see if people would click. You're so that's a very good point I didn't even realize. Are you browsing a Shopify, Walmart, Etsy, Alibaba or Pinterest page and maybe you see a cool product that you want to get some more data on? Well, while you're on those pages, you can actually use the Helium 10 Chrome extension demand analyzer to get instant data about what's happening on Amazon for those keywords on these other websites. Or maybe you want to then follow up and get an actual supplier quote from a company on Alibaba.com into In order to see if you can get this product produced, you can do that also with the Helium 10 Demand Analyzer. Both of these are part of the Helium 10 Chrome extension which you can download for free at h10.me forward slash extension. Now, stepping two steps back, I want to inspire people about why this conversation is even important. I want to get a couple anecdotes from you. I had a recent thing I think I posted on LinkedIn a few weeks ago where there was a read I don't want to say rebranding, but like a refresh of a listing we did. I did in conjunction with AMZ One Step for a customer who has a hemp cream product, and they had the same main image for years, and they did a new photo shoot for it. So I did about two. I only did two Helium 10 audience, which for those who don't know, PickFu is in Helium 10. It's called Helium 10 audience. But I did two tests. The first one was, all right, Let me take some variations from this. They took a few different variations of AMZ One Step and let me pick which one wins there. And then I also made sure, is it better than my last one? And there was one thing that was interesting. It wasn't just a matter of which one was winning, but looking at the notes about why. I was like, oh, shoot. I didn't even realize that. Somebody says, oh, I like it with the cap off because I couldn't see how the applicator looked like. I was like, I didn't even think about that. I was taking the cap off just for another reason. We iterated on that. There is something that they liked about the original photo that none of the new ones had. So I actually took an aspect, a component of the original one and put it to the new one of the best ones that they like. And I was like, all right, this is what I'm going to go with. And there were these new images that we have. And obviously, it's not just about the main image. And we did new A plus content and stuff. But just to show you guys the big advantage, I think it was something like a 3% or 4% At least a 3% increase in conversion rate or click-through rate. But whatever it was, I calculated it out because this is not something that sells like one or two units a day. It sells like 10, 20, 30 units a day. It was basically $20,000 difference for the year. Without changing the listing, other than the images and all this stuff. That might be an extreme example, but it's a personal example. I literally did that and could see the numbers after one month about how you could see the metrics change, like the session stayed similar on one of them. But then the Because I split test the other images, it was converting better. We're talking the same amount of sessions. I think it was like 470 units in a one-month span sold before and then the new one is like 560 with the same exact number of sessions. These are things that real sellers are experiencing by not just throwing up what they think. You can mention names or you don't have to mention names, but of specific examples where customers came back and said, oh my God, I thought I had the best image but I went from this to this and this is what happened. Speaker 2: Yeah. Like you said, a lot of times it's the simplest situations where we were… Yes Bar, we have this one on our website from a couple of years ago, but Yes Bar wanted to do a main image test and they agreed not to change anything else on the listing and so they only ran a single poll. I think it was $85. They found a better main image, just swapped that, and within two weeks, the traffic had increased 12%. And like, nothing else, you know, nothing else changed. And, you know, in retrospect, you look at these, it's funny, because in retrospect, you look at these and like, oh, of course, Of course, that one is better now, right? You read all the explanations. But yeah, like you wouldn't necessarily have the confidence to do that without seeing what people say and I think you hit the head on the nail where it's the explanations that really matter. People come for the quantitative because they just want to know what wins but really they stay for that qualitative because that's where the real nuggets are. Like what you said, it's a very iterative process. Of course, people would love it if it was one and done but Really, it's an iterative process of reading through the feedback, trying it again, and keep improving on it. So really just think about this like the scientific method and just one tool in your toolbox to improve things. And so what we would rather you do is kind of make these micro-validations throughout your entire product process, right? Because we've been talking about the main image, but a lot of times, Decisions have been made about branding or the packaging. What really pains me is when someone comes to us because they want to improve their main image and the feedback is all about, well, your brand name is terrible, your logo is terrible, your packaging is terrible, I don't even like your product. And so it's like, well, okay, well, some costs, maybe we should have got feedback on this way earlier. And so the typical pattern is newer sellers will come because They already have this thesis for their first product. They're like, no, this is what I'm going to do. I'm going to all in on it. It doesn't sell. Then they try to fix the main image. Then the next time around, after they've learned their ways, they're like, okay, maybe I'm going to start doing some more validation earlier in the process and not call it the silly brand name that I just came up with that I love and actually get feedback on all these different aspects because the main image still is a combination of all these decisions you've made for months, right? When you were sketching the product out and designing the packaging and all this kind of stuff. Really, you can only change so much of it, right? It's still the core thing that you're selling needs to test well. Speaker 1: Yeah, yeah, absolutely. All right, cool. We'll talk in a couple of seconds about different use cases. We just talked about main image, you know, mainly for now. But another question people might have nowadays, just like, you know, Helium 10 wasn't the first, but we were one of the first tools out there. But then, like, you know, after a while, like every My mom and pop was making a tool for Amazon sellers, it seemed, back in the day. Some people asked me, hey, why should I use Helium 10? It was a pretty clear answer. From the tools that we have and the functions, there's no comparison. You're literally losing money If you use anything else out there because you don't have everything that we have and the quality of the data is not as good as Sarah, but a similar thing has happened like in the split testing. For years, it was only PickFu. It almost became a verb like, hey, I'm going to use some Tupperware here. I need to PickFu this thing. It became like a terminology that nobody else didn't apply to any other company because you were the only ones out there. And now, there's a lot of, or not a lot, but a number of different split testing companies. Why should somebody still use PickFu? What's the advantage that you guys have other than being first to market? Speaker 2: Yeah, that's a great question. And honestly, we're glad that There's more attention being spent on testing in general, right? I think people always ask me, how do I get started testing? And first, it's just having the mindset that you're willing to test because as you've probably experienced, you kind of have to have some psychological safety and confidence to be open to this kind of feedback because it can be brutal. It can be brutal to see people kind of tear down your product. There's something that you love and be very brutally honest with you. To answer your question, we focus, like Helium 10 does, incredibly on the software and making sure that it's a really high quality product. For us, I think one of the key things that's really important for a platform like this is the data. We spend a lot of effort on the data quality. We have an entire team of people that's responsible for sourcing our respondents, making sure the data is high quality. We discard probably half the responses that come through just because We can tell that they're not paying attention, they're writing gibberish or whatever. There's all these different factors that we're monitoring. And we have a multi-step filtration, you know, kind of like triple distilled vodka or something. And we have a multi-stage filtration to make sure that by the time, if you order 50 women dog owners, we're going to get you 50 high quality women dog owner responses. And, you know, if there's ever a bad one in there, you could flag it and you could discard it. We're going to get you a new one. So we really do spend a lot of time on quality. The other aspect is that we want to help people test in the way that they want to test. What's been interesting as we've talked about the evolution of this industry and people getting more sophisticated is that The way that you run your business is very different than how someone else wants to run their business. They may have different testing methodologies that they want. I think some of the other folks may have very prescribed approaches to how to test. We try to provide the raw tools that allow you to test in the way that you want to test for your entire team. We'll have a lot of large teams come on and they'll create custom templates. We have this ability to make custom templates so that as you spread within your brand team, you know, maybe you've got a dozen people in there. You want to make sure that you're all testing in the same way, right? So like we're all using the same question and the same methodology. And so we really try to empower these growing brands because, you know, the last thing you want is people, you know, asking the wrong question or like getting the targeting wrong and just running out the bill and all this kind of stuff. So we do really put a lot of effort into making sure that our tool is tailored towards your organization. So we support a lot of Larger organizations, we're SOC 2 compliant. We take security incredibly seriously. We can handle enterprise procurement, all that kind of stuff. So we're definitely trying to grow with the sophistication of all the sellers in the space. And now a lot of the largest brands that weren't even native to Amazon before but are doing a lot of volume on Amazon do use PickFu to test not only their Amazon assets but across all different marketplaces in all different countries. I think we're up to 13 different countries now and constantly adding more countries. So yeah, we really try to work with global brands that are trying to test everywhere in the way that they want to test. Speaker 1: I like it. That's kind of big. For the longest time, PickFu is only for Amazon USA. The fact that you're in multiple countries and can get target markets in those countries now, in some of the countries, then are those people giving feedback in their native language? Speaker 2: That's right. Speaker 1: And like in Amazon Spain, it would be Spanish or something like that. Okay, cool. Speaker 2: So we have like a completely different experience that's all translated for them. We auto translate the question and the responses back into whatever language that your target language is. And so, but you could always see the originals if you want to, you know, have your Spanish speaking friend come. If you don't speak Spanish or if you want to write the question in Spanish yourself, you can do that or we can auto translate it for you. Speaker 1: I like it. I like it. All right. Now, what other new features other than, you know, international marketplaces has happened in the last couple of years since the last time you've been on the podcast for PickFu? Speaker 2: We do have a mock-up tool that lets you create mock-ups. We saw a lot of people doing this manually with just Photoshop and that kind of stuff, but being able to make it look like the search results. So you put the image, the title, the ratings, that kind of stuff. We could also put that inside of a search result kind of frame so it looks like you're on Amazon. And, you know, which one would you buy? And so you could, you know, mock it up like that. Um, we support image sets now. So you could, uh, we'll even show it kind of similar with the thumbnails, right? Like, uh, along either vertically or horizontal, small thumbnails. And then when you hover over it, it'll, it'll show the image just like Amazon. So you could either upload all those images or you could put an ACE in and pull them down. So the way that we see people testing this is, They will test different image sets. So a lot of times they have a design team and they'll create different themes or different types of secondary images. They want to see which sets of images perform better. And then they'll test against your competition. Because like I said, you still have to beat the competition and people are evaluating image sets against each other. That's kind of how that's being used. And that just really helps you with the conversion rate as we're talking about. It's not just about getting the clicks onto the page. It is also about improving the messaging when you're on the actual listing. And so that's an important test that we're seeing a lot more of our sophisticated brands doing. Speaker 1: Okay. Um, we've talked about main image. We've talked about, you know, potential branding, you know, brand name and other things. What are, I mean, by the numbers, what's the, after the main image, what's like number two, three, four, and five, as far as what people can or are and, or should be using helium 10 audience or, or pick food for what kind of questions or what kind of, yeah. You know, results. Speaker 2: So kind of going back to CVR, a popular test is actually open-ended feedback on a listing. If you're live, you could just put up your listing and say you're buying a dog harness, take a look at this listing, what questions you still have about it. And so people will go check out the listing, they'll look at the images, read through the content, A plus content, whatever it is, and they'll surface questions that maybe you thought you already answered, but maybe just not well enough or clear enough. And so I think this is a great way to figure out what might be the issue with your conversion rate because it's really interesting. People will say like, oh, is it washable? I thought I emphasized that it was washable. There's a bullet right here. Well, maybe you need an image that talks about how it's washable. Maybe you need it to put it in your A-plus content, all this kind of stuff. And so It's a really nice way to audit where you are in terms of your listing. Similarly, you can do that same thing, an open-ended test with some of your images. They'll do a test where they'll take one secondary image and just say, what do you think about this image? What do you think the message is that we're trying to convey? That's really important because Typically, every one of those messages, you have something that you're trying to communicate, whether it's the product in use or how durable it is or trust or whatever it is. If they're not taking that away, then your image is failing. Those are really good tests. We actually see a lot of open-ended behavioral psychological questions. When you're buying a new dog food, who do you turn to for advice? Who do you follow to see what new products are trending? Trying to get into the headspace of your target avatar. This is more typical focus group questions. Now that we're making it easy for folks to do this, I think it They started thinking about like, oh, well, why stop at just optimizing these creative assets? I want to get to know who my target avatar is. Why do you even consider buying a new dog food? Did something go wrong with your existing dog food? How big of a package would you want? All these questions that you could inform your product strategy or like How you go to market, maybe what social channels they're learning about things or which influencers you might be able to tap into for marketing. So yeah, those are some of the more interesting ones that aren't just creative testing head to head. Speaker 1: What is something that's off the wall, like almost nobody's using, but then you've heard of one of your customers using, they're like, wow, I actually did it for this. You're like, oh, man, I never thought that somebody would do that, but they actually got some results out of it. Can you think of anything? Speaker 2: I don't know. I feel like at this point… You've seen it all. I've seen it all. I've seen it all across all the different product types, all kinds of different product types. Speaker 1: Pricing, people… Pricing. Speaker 2: Pricing is a good one. That's actually one of my favorite ones. Yeah, we should have talked about that because there's a lot of things you could test with bundles. Say you're selling a Tupperware and it's like, oh, should it be one? Should it be three? Should it have a bunch of different ones, different sizes, all that kind of stuff. So bundling and pricing is an incredibly great test. And with the mockups, you can adjust the pricing and you can adjust like stars and the ratings and all that kind of stuff to see the impact that that has on pricing. And so what's really fun about that is if say you're new, and you're going into a market that's highly competitive, and so you know, everyone's got, you know, 10,000 reviews. Well, if you're coming in with like 50 reviews, what price do you need to come in at that you can kind of start chipping it away? And so, you can just keep adjusting that and keep testing it. And it's really interesting to see the explanations because people say like, well, normally, I would only buy anything that's got over 1000 reviews. But for this kind of products, I might take a flyer since it's like $10 cheaper, it's worth the gamble. It's like, oh, okay, well, we're hitting some psychological threshold. And how would you have known that otherwise, right? Like, sure, you could test it live. But You're not going to get those explanations. And the other thing is maybe you can't even support the business selling at that price. The worst case is that you eventually figure out that is what the price, but now maybe the business economics don't even work. Well, it's like, well, I wish I had known that ahead of time because I wouldn't have come into this business knowing I had to sell like $10 cheaper than everyone else, right? So we see a lot of people avoid disaster actually through this hypothetical testing because a lot of people, even existing brands, They dip their toes into a new product segment by doing hypothetical testing. A lot of times, they're testing a fake product that doesn't even exist. They'll make it a 3D render, make the main image, come up with the title. They'll go through the whole process. Test it against your competition and then make a judgment of, all right, well, do we want to go into the space? Are we competitive or not? Or should we spend our effort and our money somewhere else? And that's not just for new people. That's for existing brands looking to do product and brand extension. Speaker 1: Interesting. Interesting. I like it. Yeah. So guys, this is important. One way you can know how important it is, is everything almost in Helium 10 is just made by Helium 10. There's only one tool in the whole entire Helium 10 that's not technically Helium 10 and that's Audius, which is PickFu. It's so good. We're like, hey, we're not going to make this on our own. We're going to leverage who's the number one out there in the game, PickFu. We've been pushing PickFu since before it was inside of Helium 10. So that should just show you how important this is. If you're a wholesale seller or an arbitrage seller, you don't even control your listings, do you need PickFu Helium 10? Probably not. I would say absolutely not, unless maybe something wild for pricing or something like that. But if you have your own brand, you're a private label seller, you're a big brand, you can control your listing. You like literally 100% of you should be using this. You can't say that about all tools. Some tools are like, oh man, only if you're a big seller, you do this or only if you're a beginner or only if you're this type of seller. No, if you've got a brand, there should never be a launch that you do or a product that you've had for years that you have not run a PickFu or Helium 10 audience on because it is so important. Especially now, how many people are just complaining out there guys of, Oh my goodness, profitability is so hard and it's so down and there's so many new fees on Amazon. Well, how can you contest those fees? Well, you can offset those fees by making sure you're fully optimized and you have a good click-through rate, a good conversion rate. So important, guys. So every single person out there who has never used PickFu or Helium 10 Audience, you have got to start today because you are literally Leaving money on the table. Sometimes, like in the case I talked about at the beginning with the hemp cream account, might be leaving 20 grand on the table. And it's only going to cost you 70 bucks, 100, 200 bucks, depending on how many times you use it. And then you'll be good for a while. So I highly recommend everybody to go ahead and use those tools. Any 30 or 60 second strategy you can share with the audience as a little parting gift for them. Speaker 2: If you don't know where to start, I would do one of those audits. Assuming you have a listing that's live, I would take your listing. I would throw it into Helium 10 audience or PickFu and just get people to give you feedback on that listing because chances are there's something that can be improved, whether it's your imagery or your description, A-plus content, something like that, that could be addressed. I think that's incredibly important. And then if you want to go one step further, test your main image against your top three competitors. Don't even have to make variations. Just go get an understanding of why people may be choosing your competitors. And I think that'll be it. Speaker 1: What's the question that you'd use in that situation? Speaker 2: I would just say, when you're shopping on Amazon for keyword category, whatever it is, which product would you buy? Speaker 1: Okay, good. That's very similar to what I'm doing. So I guess I'm doing the right one. Speaker 2: Keep it as neutral, but a little bit of context, right? Speaker 1: Yeah. Okay, perfect. All right, Justin, thank you so much for joining us. Looking forward to what PickFu is going to be bringing in the future. Guys, go to pickfu.com or you can reach out. I think they might be in our Helium 10 hub, hub.helium10.com. And like I said, Helium 10 audience should be our first bet. But some of the new features we don't have yet, like the international, I don't think we have in Helium 10 audience yet. So if you need that, you can go directly to PickFu. But thank you for coming on here. And we look forward to seeing you at some events. And maybe some helium 10 parties in the near future. Speaker 2: For sure. Thank you, Bradley.