Increase in 3 month product sales
Increase in YOY Q1 product sales
Increase in average units ordered
Increase in page views
During a thorough analysis of their account, FME identified a number of issues in the Juniper Ridge catalog of products on Amazon. Looking deep into their sales history and listing traffic, it was clear that the listings needed to be restructured and optimized for competitiveness in the Amazon marketplace. The listings themselves were limited in the information provided to potential customers, and each contained only one product image. It became obvious that Juniper Ridge needed help to present their products in a more compelling way to customers to enhance their overall brand image, increase page traffic, and boost conversions.
FME first conducted market and keyword research to compile useful data and strategize the best way to present the Juniper Ridge products on Amazon. The product listings were reorganized with variation structures that would best serve potential customers and would be useful for future PPC efforts. The product and brand information presented in the listing, including the image galleries, were thoroughly revamped using high quality keywords and optimization tactics. To further improve brand image and conversions, FME implemented enhanced brand content on all product pages.
Amazon takes all aspects of a product listing into consideration when determining when and where to show the listing in search results to potential customers. This information is also used to determine ad relevance and placement when running PPC campaigns, so the importance of proper listing structure and optimization cannot be overstated.
Immediately following the rebuild and optimization of the Juniper Ridge product catalog, page views jumped from a stagnant 8000 to 12000. This continued to rise to a high of 14600. The Juniper Ridge catalog of products are not considered seasonal products, so the increase in traffic and sales can be strongly attributed to the FME work done on the product catalog.
Juniper Ridge began selling on Amazon in June 2016. Looking at data starting 10 months later (April 2017) to October 2018 allows us to see the average of their sales efforts pre-FME. After engaging FME (late October 2018 to present), the average monthly page views enjoyed a 198% jump. Translating this to sales numbers, we can see a jump in average monthly sales from $13,438 to $34,739 (159% increase). Furthermore, the monthly average of units ordered grew 144%.
FME has continued to work with Juniper Ridge to produce further improvement using additional marketing strategies, such as PPC management and optimization. We forecast that they will enjoy continued future success and growth.
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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