Goal: Boost click-through rate from search results.
Success criteria: A relative improvement of your updated image in Step 5 compared to Step 3 indicates higher CTR in live search results.
When to use this playbook
Use this CTR improvement process when you want to:
Increase clicks on your Amazon listing from search results
Test and optimize your main product image
Understand what drives purchase decisions in your category
Compare your visual appeal against competitors
Validate image improvements before implementing them
Prerequisites: You'll need an active PickFu account and access to your product images and competitor research.
Steps
1. Identify key purchase drivers
Start by understanding what motivates buyers in your product category. This foundational research will inform all your image optimization decisions. (See example)
Go to PickFu and create a new Open-Ended poll
Set your audience to "General" with 100 respondents
Use this question template: "When you're shopping for [product type], what buying factors are important to you?"
Launch the poll and wait for responses
What you'll get: A ranked list of 3-5 key drivers and benefits that influence purchase decisions. Look for patterns in responses about visual appeal, features, pricing, and credibility signals.
2. Conduct a SERP click-test for best practices
Understanding which listings get clicks in real search results reveals what visual elements work in your category. (See example)
Take a screenshot of Amazon search results for your target keyword
Include 8-12 listings in the screenshot
Ensure image quality is clear and readable
Take a screenshot of the Amazon search results and upload it to the question
Use this question: "If you were shopping on Amazon for [product type], which listing would you click on?"
Set audience to "General" with 100 respondents
Allow only 1 click per respondent
What you'll get: Clear data on which visual elements attract clicks, plus written feedback explaining why certain listings stood out. Pay attention to comments about image clarity, product presentation, and visual appeal.
3. Baseline your main image against competitors
Now test how your current main image performs against your top competitors. (See example)
Create a new Ranked Choice poll (3-5 images)
Upload your main image and 2-3 competitor main images
Use this question: "When shopping on Amazon, which product would you buy?"
Set audience to "General" with 200 respondents
Launch the poll
What you'll get: A ranking of how your image performs against competitors, plus detailed feedback on strengths and weaknesses. This baseline helps you understand where you stand before making improvements.
Important: Save these competitor images - you'll use the same ones for validation testing later to ensure consistent comparison.
4. Create and test image variations (repeatable)
Use insights from previous polls to create improved versions of your main image, then test them iteratively. (See example)
For design inspiration and best practices on creating effective main images, check out our Ultimate Guide to Amazon Main Image Optimization, which covers key visual elements, psychological triggers, and optimization techniques.
Based on feedback from previous polls, create 2-3 variations of your main image
Run an Iterative image test on your variation vs. original
Use the same question: "When shopping on Amazon, which product would you buy?"
Set audience to "General" with 30 respondents per iteration
Repeat - target your variation winning with a 70+ score
What you'll get: Progressive improvement through iteration. Continue this process until you achieve a winning image with a score of 70 or higher.
Note: Keep iterations focused - test one major change at a time to understand what drives improvement. Document what works and what doesn't for future reference.
5. Validate your final image improvement
Once you have a winning variation, validate it against the same competitors from your baseline test. (See example)
Upload your new optimized main image
Include the same 2-3 competitor images from Step 3
Use the same question: "When shopping on Amazon, which product would you buy?"
Set audience to "General" with 200 respondents
Compare results to your baseline performance
What you'll get: Confirmation that your optimized image performs better than both your original image and competitors. A meaningful improvement suggests your new image will drive more clicks on Amazon.
Troubleshooting / FAQs
How do I know if my image improvement is significant?
Look for relative improvement compared to your baseline. If your optimized image moves up in ranking (e.g., from 3rd place to 1st place) and shows a higher score, this indicates your changes will likely translate to better CTR on Amazon.
What if my image keeps losing to competitors?
Focus on the specific feedback about why competitors are winning. Common issues include image clarity, product positioning, background choice, or missing key features that buyers expect to see. Also, you may not ever "win" against strong competitors due to things like branding and better product, but you are trying to get a relative improvement from your baseline to improve CTR.
How long should I wait between iterations?
You can run new iterations as soon as you receive poll results. Most polls complete within 15-60 minutes, allowing for rapid testing cycles.
Should I test different product angles or just styling changes?
Test both, but start with the most impactful changes mentioned in feedback. If responses indicate the angle is problematic, prioritize that over minor styling adjustments.
Note: CTR improvements typically take 2-4 weeks to show up in Amazon's performance metrics after you update your main image.