HAPPY GARDENS AMAZON GROWTH ANALYSIS

OBJECTIVE: 12 Product Foundation

Long-Term Strategic Plan - Extended SEO Path and Positioning Research for All 12 Products
1. Goal: Know SEO path forward for the next 2 years
2. Goal: Know product positioning on Amazon to win over competitors
3. Know competitor's market size (by tiers)
4. Set sales targets for December.
CTR Boost - Curiosity-Driven Main Image Testing (A/B)
1. Goal: Boost Click-Through rate for increased traffic on listing
2. Goal: Increase Organic ranking due to A10 seeing new excitement on listings
Initial Conversion Boost - Get available Video on any available listing
1. Goal: Increase Conversion Rates by 3-5 points
2. Goal: Have A10 giving us better placement on Ads and Organic due to Conversion rate lift
Initial Click-Thru Boost
1. Add Curiosity Elements or Density to each Main Image
2. Goal: Stop the Thumb-Scroll
3. Goal: Increase CTR rate to get more shoppers onto the listings
Benchmark Ads - Pull Benchmarker Report
1. Goal: To set initial PPC KPI targets
2. Goal: Understand which Targeted Products have best economic viability with Ads.
3. Goal: Start targeting the highest Economic Viability for major upgrades in 60 and 60-day focus.
Launch Amazon 4-Pack PPC on select products (Based on Listing Strength and Benchmarker data)
1. Goal: Drive traffic to most conversion-ready and ads efficient listings first
2. Goal: Cover Ecom Optimization costs as quickly as possible
Get products live on Amazon
1. Ecom to Help

OBJECTIVE: 12 Build More Assets and Increase Conversions

Sales-Process Stack:
62% of your sales will close in the image stack.
1. Goal: Create an AIDA stack (that overcomes sales objections).
2. Increase Sales Conversions - Track Unit Session Percentage changes.
Reinforce Performing Creatives
1. Goal: Double Down on Creatives that are getting conversions
2. Goal: Expand with A+ and Brand Story Assets
Develop Better Foundational Images for the Entire Line to support video assets
1. Goal: Boost conversion rate for increased traffic on listing
2. Goal: Increase Organic ranking due to A10 seeing new excitement on listings
Long-Tail Targeting - Migrate Keyword Discovery into Long-Tail Targets
1. Goal: Increase Conversion Rates
2. Goal: Lower Acquisition costs to Benchmarker standards (from 30 day)
3. Improve Economic efficiency to Benhmarker standards
Competitor Targeting
1. Goal: Re-allocate recovered ad spend from making 4-Pack ads more efficient
2. Expand reach by showing up on Competitor's listings as a viable alternative (due to new creatives and better on-page conversions)
3. Targets include:
  1. Nilight
  2. Beamtech
  3. Wolo
  4. Auxbeam
  5. Ledur
  6. Henlix
Strategically move remaining products from Vendor Central to Seller Central
1. Goal: Gain pricing control over products
2. Goal: Gain sell-through control over products
Launch Affinity Paid Ads Campaigns on select products (Based on Listing Strength and Benchmarker data)
1. Goal: Drive traffic to most conversion-ready and ads efficient listings first
2. Goal: Cover Ecom Optimization costs as quickly as possible
Launch A+ Content into a customizable UX (user experience), featuring captivating HD Images, Comparison Charts, and videos.
1. Prioritize high-performing listings first
2. Goal: Increase sales conversions
3. Goal: Crosssell Upsell via Comparison Charts
FBA Inventory for Winners

1. Move inventory into Amazon warehouses
2. Goal: Increase visibility of products for Prime and Default shopper's search settings
3. Goal: Improve sell-through

OBJECTIVE: Expand Brand Reach

Employ Affinity Targeting to grab shoppers not currently directly searching for features or problems
1. Goal: Expand brand reach beyond mere Amazon search
2. Goal: Get listed directly on products our demographic is currently visiting
Bought With Hack
1. Goal: See our listings positioned on "Frequently Bought With" section (target 60 days out)
2. Goal: Increase Organic ranking due to A10 seeing new excitement on listings
Test Virtual Bundles with iterative creatives:
1. Goal: Thicker margins due to lowered Amz Fees (only 1 set of fees for 3 products sold).
2. Goal: Migrate "winning" bundles to physical bundles placed in FBA.
3. Either Virtual (as a Parent/Child or A+)
Organic Push-Over Technique:
1. Goal: Use highly-targeted paid placement for your high-value keywords to push your listing to the top of the page in organic ranking.
2. Goal: Get free traffic from Organic Attraction via high-value keywords
Brand Store Improvement
1. Goal: Create a quiet place with great UX to drive ads
Sponsored Brands Ads (Video Centric)
1. Goal: Test Sponsored Brands Video to drive traffic to your Brand Store (Brand Store required first).
  Goal: Target the average 10.63% conversion rate
Amazon Posts:
Use Amazon's latest social push (an attempt to take on Instagram) to your favor, by targeting Posts at your demographic.
1. Goal: Free traffic to Brand Store and Product Pages
2. Goal: Brand visibility
UGC Assets On Amazon:
1. Gather your User-generated content (UGC) and use it on Amazon. These can be video assets or testimonials.
2. Goal: Leverage them to show potential buyers what others think about your products to boost brand visibility and build trust.

Amazon Growth Analysis

Beyond-Keywords Strategies

Organic Attraction Move: Bought With

These Brands Are Already On Your Listing...

See!

Maybe we return the favor?

Advertising: Affinity Target Tests

Repurpose SM for Amazon Posts

You already have social media posts, let's use them on Amazon!

Margin Increasing Strategy

Amazon is comparing your product to others...

Let's beat them to the punch!

Brand Stories Moves for AOV

Strategic Moves For Your Brand

Presence:

Get a minimally viable Product Page established to capture current brand searches. Iterate from there.

SEO Path:

Use Amazon and Google search data along with KW monthly sales to establish a SEO-path forward that will last for years.

Back-End Keywords:

Pick relevant long-tail and short-tail keywords that enhance product discoverability.

Create Main Image Curiosity:

Curiosity gets clicks. Find eye-catching elements to cheat into main images, that are within TOS. Track CTR changes.

Sales-Process Stack:

62% of your sales will close in the image stack. Create an AIDA stack (that overcomes sales objections). Track Unit Session Percentage changes.

Keyword-Optimize Copy:

The Amazon robot (A10 Algorithm) scours copy for Keyword Density to determine relevance and initial placement. Monitor KW density against top category ranking listings.

A+ Content:

Manipulate the full array of A+ modules to craft a customizable UX (user experience), featuring captivating HD Images, Comparison Charts, and videos.

Amazon Branded Storefront:

Create an uncluttered (read: advertising-free space) to showcase your products, with a cohesive shopping experience. A storefront not only helps increase your brand’s visibility on Amazon. But opens up SBA advertising.

Comparison Chart Margin Boost:

Deploy A+ comparison chart modules to start cross-selling your product offerings. Also, build a value ladder, moving shoppers toward higher-margin products (left to right).

Pull A Benchmarker Report:

A Benchmarker report helps you to see how the performance of their ads stacks up against category competitors. With detailed insights into costs, clicks, and conversions. Use it to set initial Ads performance targets.

Moves To Scale Amazon Sales

Maximize A+ Content:

Deploy A+ comparison chart modules to start cross-selling your product offerings. And/or build a value ladder, moving shoppers toward higher-margin products (left to right).

Test Affinity Campaigns:

Target products, categories, and brands that share your demographic (not competitors) as a flexible pathway into new audiences on the Amazon platform.

Bought-With Hack:

Use Amazon "Bought With" feature to get placement on Affinity products - for Free. This can be done manually or with Affinity campaigns.

Organic Push-Over Technique:

Use highly-targeted paid placement for your high-value keywords to push your listing to the top of the page in organic ranking.

Brand Store Design:

While Amazon seems stringent, it is actually very adaptable when you know how. Such as your Branded Storefront which has many options to craft a tailored appearance, functionality, and user experience.

Inserts to Lander:

Place inserts in your products and drive incentivized traffic to a lander page - useful for getting reviews and gathering customer emails.

SBA Video:

With an average 11.63% conversion rate, it is time to test Sponsored Brands Video to drive traffic to your Brand Store (requires store build).

Test DSP Retargeting:

If you have the budget, deploy Amazon DSP (Amazon demand-side platform) to retarget shoppers who have interacted with your brand on Amazon, as well as those who have visited your website. Ads are shown on and off Amazon.

UGC Assets On Amazon:

Gather your User-generated content (UGC) and use it on Amazon. These can be video assets or testimonials. Leverage them to show potential buyers what others think about your products to boost brand visibility and build trust.

Amazon Posts:

Use Amazon's latest social push (an attempt to take on Instagram) to your favor, by targeting Posts at your demographic.

Brand Referral & Attribution Boost:

Get a 50% refund on your Amazon fees. If you generat traffic off-Amazon, consider the Brand Referral program to monetize traffic for better margins on Amazon. Use Attribution to track the economics.

Targeted Growth Strategy

NEXT STEP...

You're In Good Hands

Ecom Optimization is proud to partner with life-changing companies and publications around our groundbreaking account management services and expertise that truly unlocks the power of Amazon

Book a meeting to get a free consultation

A suite of specialists at your disposal

Your Amazon Account Manager

Graphic & Video Designers

Sales Optimization Specialists