Background
This client is selling in the OTC Medication category. They started selling on Seller Central in 2018 and partnered with BellaVix in 2020, but only wanted support with paid advertising on Amazon. The initial PPC campaigns brought success to this brand because they gained additional traffic and visibility. They went from selling 375 units a month on average to selling 902 units a month on average after the initial PPC boost.
Initially, we saw an increase via exposure, however, after this option was exploited, the brand reached a plateau with sales and could not push through the dead-end they reached.
Optimize Listings
The paid advertising efforts were used to the best possible effect, however, the listings had to be optimized and created according to some of the best practices to appeal to the Amazon audience. Product pages were not product and benefit related but mostly focused on the brand and its mission.
The existing A+ content was also more focused on the brand than the product, with little mention of the product's benefits and a lot of text rather than graphics. A+ content must be visual to attract the customer's attention and encourage them to buy your products rather than your competitor's. This product category is very niche, therefore, the conversion rate was solid even before the full listing and product page optimization.
This is when the client asked for our help and support with listing optimization.
Product-focused content
We created A+ material that focused on the product, highlighted its features and demonstrated the benefits of its use after evaluating competitors' pages and identifying crucial topics from customer questions and product reviews. Any information that was required to be written was added to the images, not the text boxes, so the modules became more visual than textual.
In addition, we also optimized the titles, bullets, and descriptions with search keywords.
60% Increase in Conversion Rate
The results were fantastic. After the stagnation period, and after implementing optimization best practices to these listings, the sales quadrupled from the original point. With an average of 975 units a month with a PPC boost, after the optimization was completed, the average number of units sold bumped to 995 units a month, with the best selling month reaching 1177 units sold.
Moreover, the conversion rate increased drastically. Before the product pages were optimized and content was created to appeal to the Amazon audience, the average conversion rate was 39.46%, which was already very good. But after the product listings were revamped by Bellavix, the average conversion rate was 62.84%.
It just goes to show that you cannot achieve success on Amazon by focusing only on one segment, for example, just ads, or just listing optimization. All available options should and must be utilized in order to achieve growth. Also, it’s important to remember that success does not happen overnight. As Amazon sellers, you need to equip yourself with patience and not give up regardless of the roadblock you are experiencing.
Are you ready to improve your conversion rates and sales?
It’s easy, connect with the BellaVix team today!