We were tasked with creating, optimising and uploading and managing branded content in the form of product titles, key feature bullet points as well as enhanced content in the form of A+ and Storefront for Freshly Fermented in the UK.
Freshly Fermented already has a small presence on Amazon, but it was our task to drive traffic, and ultimately, sales. Before any strategy is implemented, we started at the foundation. This is comprised of 2 elements. Keyword and Landscape research (competitor and market analysis)
Keyword research helps to better understand your target market and how they are searching for your content, services, or products. In order to understand where to place Freshly Fermented, we needed specific data such as What are people searching for? and How many people are searching for it?
Now that we know what people are searching for, we used a competitor/ landscape analysis to asses the best format for that information and where to place the products. This placement is crucial. For example, previously, Freshly Fermented had placed their starter culture products into the “Fermentation” node on amazon.co.uk. In our research, we found that placing the products in more specific niches would make the product easier to find.
Based on our research, we crafted titles, bullet points, A+ content and a Storefront which reflected the essence and core of the Freshly Fermented brand – in line with brand guidelines as well as Amazon policies (referring to amazon content policy – what we can/cannot say)
Advertising in the form of sponsored brand ads, product display ads and others were used as the driving force to get volumes of traffic to our optimised product listings.
In just three months, we achieved:
Sales: 89% increase in sales from November 2019 to February 2020
ACoS/ROAS: When we started campaigns in November, the ACoS was 36.1%, and after 2 months it is now 24.2%
Conversion rate: 3.50% at the end of the third month