The Objective & Challenge
A leading European brand renowned for its high-quality welding machines and commitment to innovation, sought to strengthen its market position in the competitive Central European markets.
The brand faced intense price competition, which negatively impacted their conversion rates (CVR) and increased their Advertising Cost of Sale (ACoS) on Amazon. The challenge was to improve CVR and overall campaign performance without compromising their premium pricing strategy.
The primary objective was to boost conversion rates and improve the efficiency of Amazon Ads campaigns, ultimately driving sales growth and strengthening their market position.
The Approach
Aleph provided expert consulting to support the client in developing and executing a comprehensive strategy to overcome these challenges:
Product Differentiation:
Enhanced Product Listings: Aleph recommended improvements for product pages, including A+ Content and SEO-optimized descriptions to better highlight product features and benefits.
Value-Added Offers: Suggested introducing exclusive bundles and special offers to add value for customers and encourage purchases.
High-Quality Visuals: Recommended the use of high-quality images and videos to showcase the functionality and quality of the brands' welding machines.
Advertising Optimization:
Targeted Keyword Strategy: Aleph advised focusing on niche and long-tail keywords through Amazon Sponsored Ads to target highly relevant audiences.
Brand Building and Retargeting: Encouraged the use of Sponsored Brand and Display Ads to enhance brand visibility and reconnect with potential customers.
Strategic Campaign Approach: Aleph proposed a phased advertising strategy for the Black Friday/Cyber Monday (BFCM) period to optimize impact during this key shopping time.
Data-Driven Optimization: Recommended leveraging Amazon Brand Analytics to refine targeting and keyword strategies based on customer behavior insights.
Customer Trust Building:
Highlighting Positive Reviews: Advised showcasing positive customer reviews to foster trust and credibility.
Encouraging Feedback: Suggested implementing follow-up processes to encourage new reviews and enhance customer engagement.
The Results
The strategic initiatives delivered impressive results for the client:
Conversion Rate: Increased by 14%, demonstrating the effectiveness of the strategy in driving more customers to purchase.
Return on Ad Spend (ROAS): Improved by 23%, showcasing the increased efficiency and profitability of the optimized campaigns.
Advertising Cost of Sale (ACoS): Decreased by 18%, reflecting the improved cost-effectiveness of the advertising efforts.
Sales Growth: Rose by 21%, demonstrating the positive impact on overall revenue.