Case Study: How Minor Changes Helped a Seller Secure a Top 5 Ranking in a Competitive Market

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OMG!! THIS SELLER IS DOING 12,000 GBP IN SALES A MONTH:

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BUT HOWW!!!!

Lets go thorugh this case study and learn how UpThrivehelped this seller achieving this milestone:

Introduction

A seller in the pet category on Amazon UK approached us with a challenge: despite having fewer reviews than competitors, they wanted to outrank them. Through a comprehensive analysis, we identified issues beyond just the number of reviews. Problems in listing content, images, SEO, CTR, conversion rates, and keyword targeting were holding them back. Here’s how we transformed their approach and secured a top 5 ranking.

Key Learning Points

1. Importance of Value Addition
2. The Myth of High Review Counts
3. Boosting Ranking with SEO and Relevant Keywords
4. Improving CTR with Minor Image Changes
5. The Critical Role of Sourcing

1. Importance of Value Addition & Debunking the High Reviews Myth

The Challenge

The pet product market, particularly for items like “slow feeder dog bowls,” is highly saturated. Most competitors had thousands of reviews, making it seem daunting for a new seller to break in.

The Solution

We decided to offer a unique value proposition: selling two bowls at the price of one. This differentiation gave customers a compelling reason to choose our product despite having fewer reviews.

The Result

Offering a value pack increased traffic to the listing, as customers perceived a higher value for the same price. This strategic move allowed the seller, with under 1000 reviews, to outperform competitors with tens of thousands of reviews.

2. Boosting Ranking with SEO and Relevant Keywords

The Challenge

The seller was targeting broad, high-competition keywords like “dog bowls,” which attracted irrelevant traffic and drained the PPC budget.

The Solution

We refined the product title and keyword strategy. The original title was: “Dog Bowls, Dog Feeding Bowls, Slow Feeder Dog Bowl, With Non-slip Rubber Bases, Small Pet Feeder Bowls Pack of 2.”
We revised it to: “Pack of 2 Slow Feeder Dog Bowl, Anti Slip Dog Bowls to Slow Down Eating, Anti-Gulp Dog Feeding Bowls, Dog Slow Feeder Bowl.”

The Result

Prioritizing relevant keywords like “slow feeder dog bowl” improved the listing’s relevance to the target audience. This led to better CTR and conversion rates, which are crucial for ranking.

3. The Critical Role of Sourcing

The Challenge

Offering two bowls at the same price as competitors selling one posed a potential profit margin issue.

The Solution

We optimized the manufacturing process to reduce costs below those of competitors. Additionally, by studying the FBA fee chart, we adjusted the packaging dimensions to ensure we paid the same FBA fees as competitors despite offering more product.

The Result

This strategic sourcing allowed us to maintain profitability while providing a superior value proposition.

Key Takeaways

1. Provide Value: Always give customers a compelling reason to choose your product over competitors. In this case, a value pack of two bowls at the price of one was the key differentiator.

2. SEO and Keyword Placement: Effective keyword research and proper indexing are crucial. Ensure that the most relevant keywords are prominently placed in your product title to attract the right audience.

3. Optimize Sourcing: Spend time understanding and optimizing your product’s manufacturing and shipping costs. This can provide a significant competitive badvantage.

By implementing these strategies, the seller successfully secured a spot among the top 5 in their category, demonstrating that it’s not just the number of reviews but a holistic approach to listing optimization, keyword strategy, and value addition that drives success.