MachuPicchu
In one of Amazon's most competitive niches, we rebuilt the funnel end to end - cutting TACoS from 66% to 22% without sacrificing top-line.
Rising click costs in a saturated niche.
In a highly competitive niche, the cost-per-click continues to rise, making it increasingly expensive to drive traffic to product listings - despite significant investments in advertising.
Below-category conversion meant wasted traffic.
The conversion rate remained below the category median, leading to inefficiencies in turning clicks into actual sales. Every click that didn't convert was margin walking out the door.
Profitability was the real problem.
Elevated total advertising cost of sales was directly impacting overall profitability and limiting the ability to scale. These challenges strained the marketing budget and hindered long-term growth, necessitating a strategic approach to optimizing ad spend, enhancing targeting, and improving conversion.
Tiered incentives across the funnel.
To incentivize customers, we layered offers across the journey: a discount on first purchase, brand-tailored 10% promotions targeted at cart abandoners, and quantity discounts that lifted Average Order Value by encouraging multi-unit baskets.
Revamped creatives and copy that converts.
We implemented a strategic approach focused on revamping creatives and optimizing copy. This involved A/B testing on product titles to determine the most effective variations for click-through and conversion. By analyzing engagement and response patterns, we identified high-performing titles that improved visibility and sales, ultimately contributing to a more compelling, conversion-driven listing.
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