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Cleaning the Catalog
Amazon
CrossCourt Commerce came to FME in early October with the goal of avoiding the pain suffered during the previous year’s holiday season. Due to the nature of their products (filtration equipment), the previous holiday seasons had shown a reduction in sales. FME conducted an extensive account analysis to determine the best strategies for preventing holiday sales decline and improving the overall account sales.
59%
YOY Revenue Growth
35%
Reduction in ACoS
47%
Click Through Rate
#15
Best Seller Rank in Category
Cleaning the Catalog
FME’s first priority was to restructure a highly disorganized catalog of 90 products. This would improve not only the efficiency with working in the inventory, but also provide a better shopping experience for customers through variation listings and proper listing categorization. Following this reorganization, FME conducted keyword and market research, and used this to write new content for CrossCourt’s listings. Additionally, FME provided product photography to better represent the products on the listings and improve conversion.
Filtering the Data for Sales Growth
These initial changes to the catalog and listings were successful in the first goal of preventing holiday slowdown. The next goal was to obtain ongoing growth in sales. FME began running PPC ads on Amazon to drive traffic to the highly optimized listings. The process of continual data analysis and campaign optimization led to a steadily decreasing ACoS (advertising cost of sales) and a constantly increasing sales volume. Over Q1 of this year, FME has reduced the ACoS on ad campaigns by 35%, as well as increased the clickthrough rate by 47%.
Last year, CrossCourt’s total sales revenue was 131k. During Q1 of this year, CrossCourt has seen nearly 52k in sales and is trending to 208k or more this year - a 59% year over year growth. Furthermore, their sales for April are currently forecast to be the best month of sales in CrossCourt’s account history.
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To win at eCommerce, Amazon or traditional, a seller needs both intuitive understanding of buyer behavior and application of complex mathematics. People skills can only get you so far. Numbers express exactly the how, what, when, and where of buyer behavior. It’s our job to interpret these numbers using calculus and experience to answer who the customers are and why they buy. Once we define and understand the audience, we can target and sell to them with scope and precision.
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