Itay owns an Amazon brand that mainly sells home and door products. He struggled with low profitability and many cheap competitors taking market share and sales. He couldn’t figure out a strategy to increase sales and profitability again.
Low profit margins and not Exit ready: margins were below 8%
Best selling product was not competitive: best seller experienced a major decline in sales, which resulted in increasing ad spend to maintain sales
PPC was performed in-house with high Total Advertising Cos of Spend (TACoS)
- Itay
GNO team worked with the client on the following:
After performing market and competitor research, GNO recommended image revisions to exceed the top competitors’ images.
1. Main Image: show high product quality (to differentiate from the low quality competitors), make it crisp, fill the whole image, add 3-D effects, and A/B test different angles of the product.
2. Infographics: make features, benefits, and dimensions very clear with larger text, use lifestyle images of the product in use, add video, and mobile friendly.
3. EBC: Change out text with descriptive images, use images that focus on safety, durability, and high quality, and address past customers’ concerns and questions through the EBC.
Improve SEO through data and fact finding. GNO helped the client research third party software, as well as brand analytics and PPC reports to come-up with multiple SEO strategies, which we helped them A/B test to determine the winning title and bullets.
The brand had high TACoS for its category: above 25% for the account and above 30% for the top product. GNO team reviewed and attacked the 80/20 terms to gain market share and try to dominate the market. Also, GNO trained the client on our PPC optimization and management process to reduce TACOS while growing sales.
All the strategies for the main US listings were customized and implemented to the non-US marketplaces. Also, listings (infographics, EBC imgs, titles, bullets, EBC text) were all translated to their respective languages. GNO provided a list of freelancers and service providers who performed High-Level work at medium / low cost. These were people and companies which were tested and proven through direct experience working with them or with our clients. We knew they would provide the best work, which showed in the results.
Itay was not Exit ready before joining GNO. Although, within 6 months of joining GNO’s program, gross profit margin increased over 135% and his brand became exit ready.
Average Year-over-Year (YoY) monthly total sales grew 42%(additional mid 6-figures of revenue YoY) a few months after joining GNO. This result was led by improvements made to the top selling product.
Sales of the top selling product, for which listing revisions (Images and SEO) were performed, jumped 98% within 30-days of updating the product detail page. Month-over-Month (MoM) sales continue to grow an average of 11%.
Click through rate (CTR) increased 70% which increased the sessions. Conversion rate (CVR) increased alongside CTR, which boosted the growth in sales.
Added to that, ORGANIC RANKING of the top selling product drastically improved for all the main keywords.
PPC is another area that saw a huge lift. Within 30-days of joining and implementing GNO’s new PPC strategies and KPI tracking, PPC sales increased 12% while total advertising cost of spend (TACOS) decreased 5%. In looking at the latest 12 months, PPC sales saw a 6-figure increase YoY with TACOS decreasing on AVG 22% YoY.
Sales in Canada grew 212% within 1 month of implementing GNO’s strategies. Sales in UK and EU grew 83% within a short period of time.
Now, he is able to focus on the important projects that make the most improvements to the organization and sales. GNO helped him create the extra time and resources to focus on management and strategy along with the knowledge (trainings & strategies), resources (reports and templates), and support (mindset like partners) to achieve maximum business and organizational results.
