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Amazon Growth Analysis

ORNANDI

MODERN TRAVEL ESSENTIALS

GOALS

  • Get Amazon optimized before driving sales via other markets
  • Build a brand to sell

  • Ton of opportunity

  • Focus on a select few activities
  • Review brand data Amazon shares
    • Take the business to the next level.
    • Optimize the running of the business overall.
  • To discuss a plan to review overall growth opportunities.
  • Increase conversions and marketing on and off Amazon to the current customer base demographic profitably.

PPC GOAL

  • Optimize my Amazon PPC campaigns.
  • Add new campaigns for missed opportunities
  • Monthly spend is currently approx. $800- $1000 spend ACOS 12-14% 

Advertising: Internal Target Tests

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  • Good job on Listing Defense on above listing. 
  • More opportunity
  • This shows the economic viability of paying for those ads (if they didn't work, they wouldn't keep paying). 
  • You are not returning the favor
  • Brands to start an initial test on:
    • Manual Target
    • Produt Targeting
    • Add the ASIN
    •  
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Advertising: Affinity Target Tests

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  • Affinity targets are on your page, let's return the favor (and target some more)
  • This shows the economic viability of paying for those ads (if they didn't work, they wouldn't keep paying). 

Margin Increasing Strategy

Animated Amazon LISTING SIMULATION Parts (for video) Title, Reviews, Bullets, Descri (13)
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BOOST YOUR AOV WITH COMPARISON CHART UPSELLS
  • Set up an upsell pathway
  • May require bundling or add-ons to increase pricing (use virtual bundles)
  • Use a similar Upsell process via Brand Stories. 
  • Check Market Basket Analysis report to figure out these bundles.

Brand Stories Moves for AOV

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  • Brand Stories rest higher on the page than A+ Content So, in addition to A+ content we should....
  • Create multiple Brand Stories for all 7 product groups
  • Cross-sell, or upsell groups
  • This increases AOV - for FREE!
  • Goal: Improve margins

Organic Attraction Move: Bought With

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  • Bought With Hack used for AFFINITY TARGETS 
  • Get placement on Affinity Product (takes time, but gold mine when found)
  • Use the Bought With Hack on own products to increase upsells/wishlist/crosssell

BRAND ANALYTICS

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  • Offer 20% to cart abandoned
  • Offer 15% to returning customers


OFF AMAZON

Walmart_logo.svg
  • Use Google via Walmart Connect
  • Drive traffic to your listing

Strategic Moves For Your Brand

  • 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.

  • 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

  • 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. 

  • 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

OBJECTIVE: Expand Brand Reach

  1.  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
  2. 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
  3. 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+)
  4. 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
  5. Brand Store Improvement
    1. Goal: Create a quiet place with great UX to drive ads 
  6. 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
  7. 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
  8. 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. 


 

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