Client Overview

U.S.- Based Outdoor Gear Brand Specializing in Storage Solutions

Location: United States
Category: Outdoor Gear & Storage Products (Fishing, Hunting, and Outdoor Lifestyle)
ASINs on Amazon USA: 180+
Primary Sales Channel: Amazon Marketplace
Goal: Drive sales growth and improve brand visibility through Amazon optimization

This U.S.-based outdoor gear brand is known for its high-quality storage products, ranging from fishing rod racks to game room accessories. With a strong product catalog of over 180 ASINs and a growing customer base, the brand relies heavily on Amazon for its online sales. However, despite initial success, the brand faced declining sales and weak engagement, making the need for optimization and increased visibility on Amazon essential for long-term success.

Client’s Needs

Improve Amazon Performance While Maintaining Cost-Effective Ad Spend

Amazon Storefront Optimization: The client needed our team to revamp product listings and redesign its brand storefront to drive higher engagement and conversions.
Amazon Ads Management & Optimization: Enhance ad targeting and streamline CPC management to maximize ROI while reducing unnecessary ad spend.
Brand Storytelling: Strengthen brand identity with high-quality images, infographics, and engaging product videos to connect with outdoor enthusiasts.

Traffic Diversification: Leverage external traffic sources like social media and D2C campaigns to boost visibility and drive high-intent traffic to Amazon.
Category Expansion: Target lower-CPC categories for cost-effective growth and incremental conversions.

Audit Findings and Identified Challenges

AUDIT FINDINGS	CHALLENGES IDENTIFIED
Low Conversion Rates on Amazon Brand Store	Visitors were not converting due to poorly optimized product pages, a cluttered storefront, and a lack of engaging content.
Ineffective Amazon Ad Campaigns	High CPC and low engagement due to ineffective ad targeting resulted in wasted ad spend and poor conversion rates
Unoptimized Fulfillment Strategy (FBA vs 3PL)	Frequent switching between FBA and third-party fulfillment caused stockouts, delays, and inconsistency in customer service.
Limited Use of External Traffic Sources	The brand failed to leverage social media, D2C campaigns, and other channels to drive high-intent traffic to Amazon.
Lack of Targeting Secondary Categories	Heavy reliance on high-CPC categories and ignoring secondary categories that could have provided incremental visibility and conversions.
Unoptimized Product Listings and Visual Content	Listings lacked compelling visuals, emotional appeal, and engaging product descriptions, diminishing the brand’s overall appeal.
Landing Pages Not Aligned with Ads	Ad-click visitors were sent to product pages that weren’t aligned with the ad messaging, leading to poor engagement and low conversion rates.

Our Solution

A Strategic, Results-Driven Approach to Overcome Challenges

To address the challenges outlined in the audit, we developed a comprehensive, targeted strategy. Below are the key actions we took:

Conversion-Focused Amazon Brand Storefront Design

Bestseller Visibility: Reorganized storefront to clearly highlight bestsellers and key product lines.
Simplified Navigation: Streamlined the interface to improve navigation and make product pages more accessible.
Category Expansion: Reduced homepage clutter by expanding product categories for better organization.
Brand-Explainer Videos: Added videos to educate shoppers and enhance their buying experience.
Seasonal Landing Pages: Developed multiple landing page versions to align with seasonal campaigns and promotions.

Optimized Amazon Ad Landing Pages

Targeted Landing Pages: Defined specific landing pages for top-performing ad campaigns to enhance conversion rates.
Landing Page Variations: Utilized brand store, category, and product pages as different landing page options to cater to various customer segments.
Amazon Ads Copywriting: Enhanced copy and visuals on each landing page to align with active ads, highlighting key product benefits.
Focused Product Messaging: Ensured product differentiators were prominently featured on all landing pages.

Boosting Visibility for Second-Tier Products

Identifying High-Potential Products: Discovered slow-moving products with strong potential for growth.
Improving visibility of underperforming SKUs: Identified underperforming SKUs and strategically increased their visibility with Amazon SEO services by featuring them more prominently within relevant product categories on the Amazon storefront.
Sponsored Product Campaigns: Launched targeted campaigns to push second-tier products into the spotlight as a part of Amazon PPC management.
Cross-Promotion: Integrated slow-moving products into A+ product comparisons to increase visibility.

Expanded Advertising Reach in Related Categories

Category Diversification: Expanded beyond primary categories and explored related subcategories for ad placement.
Display Ad Campaigns: Launched targeted display ads in adjacent categories to reach a broader audience.
Low-Cost CPC Bids: Set competitive CPC bids to improve ad reach, clicks, and conversions at a lower cost.

Improved Ad Messaging and Product Images

Benefit-Driven Ad Copy: Updated ad copy to focus on product benefits and clear value propositions.
Emotional Triggers & Urgency: Incorporated emotional hooks and urgency cues to drive engagement and increase CTR.
High-Quality Lifestyle Images: Curated impactful lifestyle images for display ads and added video snippets for Sponsored Brand ads to demonstrate product appeal.

Traffic Diversification for Increased Reach

Social Media Retargeting: Launched targeted social media campaigns to drive high-intent traffic to Amazon listings.
Cross-Channel Traffic Integration: Linked the client’s D2C store promotions to Amazon product pages, increasing cross-channel visibility.
Optimized Shopping Paths: Developed one-click shopping options to reduce bounce rates and boost conversions.

Project Outcomes

Significant Performance Turnaround on Amazon

After six months of optimization and strategic improvements, the brand saw substantial results:

41.58%

Increase in Sales

Total order revenue surged from $1,073,401.53 to $1,519,781.53, reflecting a substantial boost in overall sales.

40.36%

Growth in Ordered Units

The number of units sold increased from 26,961 to 37,845, indicating stronger product demand and better conversion rates.

46.00%

Increase in Shipped Revenue

Shipped revenue grew from $1,012,444.31 to $1,478,201.41, showing the positive impact of improved fulfillment and inventory management.

32.72%

Increase in Shipped COGS

Shipped cost of goods sold rose by 32.72%, from $853,855.40 to $1,133,281.21, driven by higher sales volume.

27.98%

Growth in Shipped Units

The number of shipped units increased from 31,124 to 39,835, reflecting the successful promotion of second-tier products.

29.33%

Reduction in TACOS

Total Advertising Cost of Sale (TACOS) dropped from 11.18% to 7.90%, indicating improved ad spend efficiency and higher returns on investment.

Enhancing Amazon Performance with Strategic Storefront Designing and Ad Campaign Optimization