The brand I will discuss in this case study is a company manufacturing toys and games for kids, such as remote control cars, barbie dolls, interactive mobile phones, road race tracks, etc. Our client and her company aim to make every child happy with the toys they use, so quality means everything to my client.
CHALLENGE
When our client started on Amazon, everything went according to plan, and they managed to create a strong presence in their niche. However, the competition got more challenging, and the product sales grew significantly slower than the niche average. In addition, the company faced another problem of not converting the sessions and pageviews into orders. They were also receiving product returns regarding the packaging issue from the customers, damaging the brand’s reputation. Later, we started working to resolve all these issues.
ACTIONS
After thoroughly examining the brand’s situation, we decided to take several steps simultaneously. In particular, we wanted to find out why suddenly the brand started losing sales and ranking on their keywords, so we began to track each keyword, its positions, and its performance. This way, we gain complete control over the keywords and then start promoting many sets of keywords. We also figured out the most relevant placement for each keyword. Content marketing being the most effective way to generate the trust & interest that lead to more organic traffic, we worked on optimization of the listings by creating content that explains the products and their benefits. We also added all the relevant keywords to generate targeted organic traffic to our listings. We kept changing the bidding strategy every other day to cut unnecessary spending. We also targeted competitor’s products with Sponsored Display ads to lure customers off their product detail pages. Lastly, we did the final step of changing the creatives of the product, which made our full product ready to get sales.
BENEFITS
The strategies have worked excellently so far. It has been one month, and we have seen a tremendous increase in sales. The main benefit we received from the bidding strategy and the other strategies we applied helped us increase organic sales, and we also got back the keyword rankings. The listing optimization helped increase the unit session percentage for all our products.
RESULTS
During the month of August, we increased a lot of stats for the brand’s products. The Ordered Product Sales increased by approx 376% as compared to July 2022 and the maximum bulk of sales came from organic traffic. The Unit Session Percentage also increased by 1.72%. Below are the detailed stats for the month of July and August 2022.
Jul 1st to Jul 31st, 2022:
- Sessions: 37,107
- Page Views: 28,338
- Unit Session Percentage: 0.54%
- Units Ordered: 199
- Ordered Product Sales: $17,489.66
August 1st to Aug 29th, 2022:
- Sessions: 41,367
- Page Views: 62,174
- Unit Session Percentage: 2.26%
- Units Ordered: 929
- Ordered Product Sales: $83,364.15
