Project Overview
The Techload orchestrated a remarkable turnaround for a struggling home improvement brand through a savvy, inventive, and pragmatic variation launch approach. By honing in on sought-after product variations, the brand achieved an impressive 163% surge in revenue
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Challenges Faced
The home improvement brand grappled with several obstacles:
Poor Sales Performance: Despite offering quality products, fierce market competition meant the brand struggled to keep up. Lower-priced alternatives from rival brands led to declining sales, impacting revenue and growth.
Blending In, Not Standing Out: In a crowded marketplace, differentiation was elusive. The brand found it hard to capture attention and drive traffic to its Amazon store, affecting overall sales.
Costly Customer Acquisition: Despite hefty investments in advertising and marketing, low conversion rates persisted. The brand faced a high cost per acquisition, impacting profitability
Plan of Action
Plan of Action: Reviving the Ceiling Light Brand
Variation Identification and Launch:
- The Techload pinpointed four high-demand variations for their ceiling lights.
- These variations were consolidated under a single parent ASIN, simplifying the product listing and expanding customer choices.
Merging New Variations:
- The Techload seamlessly integrated the new product variations with the existing, underperforming ceiling light listing.
- The goal: enhance visibility for the fresh offerings.
Aggressive PPC Campaigns:
- Capitalizing on the “honeymoon period,” The Techload launched robust PPC campaigns for the new variations.
- The aim: boost visibility and drive sales.
Amazon Merging Policy Compliance:
- To align with Amazon’s merging policies, The Techload meticulously analyzed category flat files.
- Result: Correct merging of the new product variations with the existing listing.
Results We Brought
Revenue Surge: The brand’s revenue skyrocketed by 163% thanks to heightened visibility and customer interest in the newly introduced product variations.
Cost Efficiency: The Cost per Acquisition (CPA) dropped by 25%, driven by increased conversions from the fresh variations.
Best Seller Status: Increased traffic to the listing earned the brand the coveted “best seller” badge, boosting overall conversion rates.
Smart Upselling: Leveraging multiple variations allowed for better profits, even if one variation alone didn’t yield substantial gains.
Laser-Targeted Keywords: The right product variation now surfaces for specific search queries, enhancing keyword targeting and search relevance.
