RUN SPECIALTY BRAND CASE STUDY
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
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 web 2](https://webycorp.com/wp-content/uploads/2024/05/web-2.jpg)
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 made changes to the menu to include “Going Away Soon” models.
![Run Specialty Brand Case Study 3 Amazon store](http://dev.webycorp.com/wp-content/uploads/2024/05/Amazon_store.png)
THE RESULT
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)
Conversion Rate
The average Amazon listing conversion improved by 0.67 percentage points, which allows for higher sales
Advertising Revenue
Our (retailer’s) sales raised by 7.5% due to additional orders attributed to Sponsored Brands advertising campaigns
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.