Run Specialty Brand Case Study

Table of Contents

66% SALES INCREASE THROUGH AMAZON MARKETING

The run specialty brand we partner with is a leading manufacturer of natural road and trail running shoes. Their shoes deliver the comfort and fit that allow you to move naturally and remain active for a lifetime. 

THE PROBLEM

THE PROBLEM

Below are the problems the run specialty brand addressed to us:

THE CHALLENGE

Together with the client we pursued the following key goals:

Optimize listings to their maximum performance

Improve products visibility on Amazon

Push brand awareness and customer loyalty

Generate higher sales and revenue

THE STRATEGY

Working with the run specialty brand on Amazon to cover the full customer lifecycle we relied on the RACE marketing framework.

Our RACE strategy consisted of these four steps designed to help the client generate higher sales on Amazon.

R

REACH more potential customers through search engine optimization and advertising.

A

ACT actively and use all Amazon interactive tools to make the buying decision easier for the potential customer.

C

CONVERT by utilizing all methods to increase the brand’s listings conversion rate.

E

ENGAGE customers by establishing and tracking a relationship with customers, building customers loyalty and brand awareness

Below are the 4 steps explained:

web 2

THE PROCESS

Working with brands on Amazon we rely on our own listing quality assessment system. This system allows us to gather huge amounts of data on Amazon listing quality in real time. This is a “compound” metric which includes all aspects that may affect listings visibility and conversion.

Within this system the Listing Quality Score (LQS) is a calculated value (from 0 to 100), which we count based on a combination of quantitative and qualitative listing parameters that affect the probability to sell goods on Amazon.

To optimize the run specialty brand listing with product-rich keywords, we concentrated on four aspects:

✔️ Product Title
✔️ Bullet Points
✔️ Description
✔️ Backend Search Terms

Most frequent keywords were strategically placed in the first three sections, with an extra emphasis on long-tail search queries for better chances of conversions.

We also optimized the backend search terms with queries associated with the brand’s products.

 

We created EBC for the brand’s new models with the following purposes:
✔️To enhance the customer’s shopping experience.
✔️To provide detailed information about model variations and distinctive product features
✔️To help customers better understand and visualize how the run specialty brand’s products fit their needs.
✔️To present the products specifications and benefits in an appealing way.
✔️To tell the brand’s story and help the customers understand the brand’s concept at a deeper level.

 

 

Why does Amazon CTR matter?
A higher CTR sends more organic and paid traffic to your listing and therefore offers more opportunities for sales.

What impacts CTR?
Basically, everything the shopper sees at first glance on the Amazon search results page impacts CTR. To improve the listings Click-Through Rate we optimized both ✓ main imagesand✓ titles so as to attract more customers to the brand’s products.

We updated Amazon Store for the brand:
✔️We made changes to the menu to include “Going Away Soon” models.

✔️We replaced old models with the current ones according to the activity. The client’s Amazon Store represented old and discontinued models, which will no longer be available for purchase.
✔️We created a unified design for all ‘activity’ tabs to make it easier for the customers to browse through. Our aim was to reach consistency within the Amazon Store view.

✔️We made changes to the product layout. All links to unavailable products were removed. Instead, we added newly released models to the Amazon Store.

THE RESULT

61 -> 75

Amazon Score

The average Amazon listing quality Score for the run specialty brand items was improved by 14 points from 61 to 75 (out of ideal 100)

5 -> 75

Conversion Rate

The average Amazon listing conversion improved by 0.67 percentage points, which allows for higher sales

8 -> 75

Advertising Revenue

Our (retailer’s) sales raised by 7.5% due to additional orders attributed to Sponsored Brands advertising campaigns

66 -> 75

Sales Growth

Our Team’s expertise in Amazon marketing services and listings optimization allowed the brand’s sales to climb by 66% in a 6-months’ time.

A VIRAL AMAZON PRODUCT LAUNCH

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