Episode Number:

43

September 22, 2025

In this episode of The eCom Growth Show, host Danan Coleman sits down with Peter-Paul Maan, Head of Sales & Partnerships at Intellivy, to explore how understanding consumer behavior and optimizing the Amazon customer journey can unlock significant sales growth. From split testing images to breaking free from me-too products, Peter-Paul reveals how data-driven insights help sellers connect authentically with their audience.

Meet Peter-Paul: The Consumer Behavior Specialist at Intellivy

Peter-Paul Maan has been active in eCommerce since 2014, shifting from physical to digital sales with a strong focus on Amazon. At Intellivy, he guides brands in transforming product listings into powerful conversion machines by aligning every detail with consumer psychology. With decades of experience studying human behavior, Peter-Paul’s approach is rooted in one core belief: sales is simply helping someone choose.

Why Customer Journey Matters on Amazon

Peter-Paul highlights the importance of treating Amazon listings as more than static product pages—they are digital sales conversations.

  • Every click and conversion is driven by how well you communicate value.
  • Polling and split testing reveal why an image or message works, not just that it works.
  • The key is to translate real-world sales conversations into product detail pages that guide customers naturally toward purchase.
Smart Play: Your listing isn’t just a catalog entry—it’s your best salesperson on Amazon.

Turning Data Into Action: Intellivy’s Testing Tools

Peter-Paul explains how Intellivy empowers brands to make smarter decisions before launching live tests on Amazon.

  • Optimize clicks with image testing, from hero shots to full gallery comparisons.
  • Use pricing reports to identify elasticity and find the optimal price point.
  • Run product sample campaigns—like taste tests, scent tests, or packaging feedback—to get hands-on consumer insights.
Key Insight: Pre-sale testing avoids costly mistakes and accelerates product-market fit.

Breaking Out of the “Me-Too” Product Trap

Amazon is flooded with similar products—but Peter-Paul shows how brands can stand out.

  • Copying competitors may win short-term clicks, but only branding builds long-term loyalty.
  • Innovation often starts by breaking the pattern—adding a unique message, design, or value that shifts consumer perception.
  • Reviews reveal post-sale sentiment, but pre-sale testing uncovers hidden motivations that shape buying decisions.
Action Step: Don’t equalize—differentiate. Be the brand others copy.

Best Practices for Split Testing on Amazon

Peter-Paul emphasizes the discipline required to test effectively.

  • Test one variable at a time—color, messaging, or format.
  • Ensure statistical significance—small sample sizes give misleading results.
  • Categorize feedback into buckets (design, benefits, quantitative elements) for clarity.
Pro Tip: Think like a sales conversation—bucket responses, listen closely, and isolate what really matters.

The Three-Step Testing Process Every Brand Should Follow

Peter-Paul outlines the path to meaningful optimization:

  1. Identify the opportunity: Use Brand Analytics and SQP dashboards to spot whether CTR or CVR is underperforming.
  2. Run structured tests: Align comparisons with competitor benchmarks and control for quantitative variables.
  3. Refine with insights: Document the “why” behind customer choices and use it to strengthen branding and positioning.
Key Move: Start with the low-hanging fruit—optimize what delivers instant revenue impact.

Connect with Peter-Paul

Final Thoughts

Amazon success isn’t just about algorithms—it’s about empathy. By understanding what truly drives consumer choices and integrating that into every image, word, and detail, sellers can turn listings into growth engines. Peter-Paul reminds us: testing isn’t about vanity metrics, it’s about giving your customer a clear reason to say yes.

Stay tuned to The eCom Growth Show for more expert conversations on eCommerce growth, where real-world strategies help sellers outpace the competition