Pet wellness brand sales increase by 400% and ACoS drops by 20%

Case Study, Pet | 9 Mins Read

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CASE STUDY

Pet wellness brand sales increase by 400% and ACoS drops by 20%

THE CLIENT

Pet Health Client

INDUSTRY

Pet
  • 400%

    YEAR OVER YEAR INCREASE IN PRODUCT SALES

About the Client

Our e-commerce client produces and sells specialty dog and cat food, treats, and supplements. They are industry leaders in bland diet products for pets with stomach sensitivities and supplements to address pet health concerns like low appetite, mobility issues, coat and skin issues, and more.

Client’s Sales Objective

Our client’s main goal was to improve sales through their Amazon storefront. The secondary goal was to decrease the Advertising Cost of Sale (ACoS) to 25% without negatively impacting sales. However, since we began working with this client in March of 2020, the COVID-19 pandemic presented unique challenges.

To reach our client’s objective, we created a robust organic and PPC strategy to drive brand awareness and grow sales on Amazon.

ScaledOn’s Sales Solution

Before we created our Amazon e-commerce sales strategy, we sat down with our client to see what set their business apart from others in the pet industry. Meanwhile, our team got to work auditing the client’s existing Amazon storefront to find new opportunities for growth.  

The pet industry is huge and highly competitive, so creating a notable brand presence was a significant part of our strategy. We saw that our client’s Amazon storefront offered opportunities to inform customers about common pet health issues and showcase their products as effective solutions. 

We also discovered that many of our client’s products weren’t listed on Amazon. This limited opportunities for selling more products and better serving customers.

We redesigned our client’s storefront and created pages for pet issues, new products, deals, and holiday promotions. Then, we added all our client’s products on Amazon and optimized the listings with new copy and creative images to create A+ rated pages. 

We continuously ran A/B testing to discover what language, imagery, bullet points, and search terms worked best for our client’s audience. As we discovered what worked best for our client, we optimized their product listings to improve organic search performance.

Once we updated the storefront, we drove traffic to our client’s store through Amazon Attribution advertising and paid advertising campaigns. We designed new campaigns for our client’s products and consistently tested our ads to find the most effective messaging to drive conversions. This data helped us create powerful promotional ads for holidays and special occasions, like Prime Day

Finally, we generated a number of product reviews to strengthen product listing pages and build customer trust.

“I started working with ScaledOn in March 2020, their ecommerce and retail knowledge has been a valuable asset in growing my business. My 2020 Amazon sales grew by over 400% YoY. I'm looking forward to the continued growth and opportunities on the horizon.”

Results

Our client vastly exceeded their goal and saw a 400% year over year increase in product sales in 2020 with our Amazon storefront revamp.

The sales strategy showed incremental growth within the first month, increasing sales by 35% in March 2020. By December 2020, our client saw 169% higher sales compared to February 2020. Our client continues to see an upward trend in sales both organically and through advertising.

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At the beginning of the COVID-19 pandemic, we increased our client’s advertising budget to begin driving more traffic to their products. This temporarily increased our client’s Advertising Cost of Sale measure. However, after we optimized keyword targets and created new campaigns for each product group, ACoS returned back to normal levels. 

Within two months, ACoS dropped from 45% to below 25% while sales continued to increase. Even as sales and advertising budget grow, we have consistently kept our client’s ACoS below 25%.

UTW PPC ACoS
Meanwhile, sales attributed to PPC increased by 283% from 2019 to 2020. This shows us that our campaigns resonate with the target audience and continue to successfully drive new customers to our client’s Amazon products.
UTW PPC
Is creating an Amazon storefront right for your business? Let's discuss how an Amazon e-commerce strategy can improve your sales today!

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