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Case Summary

▲Product Category: Healthy Home

▲Seller Goal: Relaunch after stockout (Product was in the top 10 BSR before stockout, and delisted due to special reasons).

▲Promotion Strategy: Woot 14-day BD

▲Launch Time: 2024/03/10-2024/03/23

▲Listing Price: $33.99

▲Woot Deal Price: $24.61

▲Woot Discount Rate: 27.6%

▲Review: 4.6

▲Ratings: 531

Summary of Results

1. Sales Growth and BSR Ranking Significantly Improved

Leveraging the high traffic and high authority of the Woot account to quickly increase sales and ranking, restoring market leadership

• Daily sales increased from 23 before the deal to 173
• Main category BSR ranking increased from 41207 before the deal to 8757, subcategory ranking increased from 48 to 8, greatly improving listing competitiveness

2. Increase in Visitor Traffic

Through advertising and simultaneous promotion of external resources, visitor traffic increased by 47.8% during the campaign

 
3. Advertising KPI Optimization

Improved conversion rate, lower ACOS and CPC

• CR increased by 22.9% compared to internal advertising, ACOS decreased by 7.7% compared to internal advertising, and CPC decreased by 18%

Data Presentation

1. Sales Comparison

▲ Sales Surge ：Product sales increased rapidly by leveraging the high traffic and exposure of the Woot Deal;

▲ Significant Increase ：Daily sales increased from 23 before the BD to 173, showing a huge increase of 650%;

▲ Strengthened Market Performance ：Significantly strengthened the product's market position and may have a positive impact on its Amazon search ranking and Best Seller Ranking (BSR)

2. BSR Ranking Comparison

▲ Ranking Significantly Improved ：By participating in the Woot Deal event, the product achieved significant improvements in Amazon's main and subcategory rankings, with the main category ranking increasing from 41207 to 8757, and the subcategory ranking increasing from 48 to 8;

▲ Entered Top BSR ：The product successfully entered the top 10 BSR, restoring its market leadership;

3. Core Keyword Ranking Trend

▲ Keyword Ranking Improvement ：During the event, the ranking of the product's core keywords in the search results improved significantly;

▲ Increased Competitive Advantage ：The improved keyword ranking gave the product a greater competitive advantage, helping to increase organic traffic and sales

4. Advertising KPI Comparison

▲ Improved Advertising Efficiency ：During the Woot Deal, key performance indicators (KPIs) for advertising improved significantly compared to before the BD;

▲ Conversion Rate Growth ：The conversion rate (CR) of advertising increased from 14.3% to 17.58%, an increase of 22.9%;

▲ Reduced Advertising Costs ：During the Woot Deal, increased sales and improved conversion rates helped improve the product's ranking in search results, driving an increase in organic traffic, thereby reducing the proportion of advertising orders, lowering CPC, and helping sellers achieve the goal of reducing advertising costs

Seller Strategy Interpretation

Using the rhythm of WOOT

Timely intervention: Leveraging Woot's promotional advantages, linking products that need to be re-promoted due to special reasons, using the Woot platform to accelerate product sales growth, improve its market ranking, and use Woot instead of BD activities to achieve data breakthroughs.

Using WOOT's approach

Dual-track parallel ：Determine Woot promotion goals, using both Woot BD and Woot advertising to achieve success. BD can bring improved conversion rates and a certain increase in organic traffic; advertising can actively intervene in keyword ranking.

Building on past successes:
1. During the BD process, the link achieves good data performance, and in the interval period of the BD, greater advertising investment and internal promotion are used to maintain the effect;
2. Through advertising optimization (budget control/keywords, etc.), make each round of BD activities better than the previous one.

Poised for action:

l Core objective:
In response to the product being out of stock and sales experiencing a cliff-like decline, a 14-day Woot BD consecutive promotion is used to re-promote the product, giving it new life.

l Strategy highlights:
1. Plan a 14-day BD promotion to extend exposure and promotion time to ensure maximum utilization of traffic from the promotion;
2. Reasonably arrange the advertising structure, focusing on exposure and clicks, to quickly obtain orders and increase sales;
3. Select well-performing keywords on Amazon, focusing on main keywords and secondary keywords (one advertising campaign per keyword), and adjust and optimize based on data feedback to improve order placement and ranking;
4. During the interval period, based on the stable activity effect, use a combination of increased advertising investment and coupons to promote conversion.

l Expected results:
Quickly obtain orders, verify the effectiveness of advertising strategies, improve keyword rankings through concentrated promotional efforts, and lay the foundation for subsequent activities.

Results:
1. During the BD period, the average daily sales volume was 173 orders, an increase of more than 6 times compared to before the activity;
2. The ranking in the major category increased significantly, from 40,000+ to 8,000+, and the ranking in the subcategory increased from 48th to 8th.

WOOT's advertising structure

Summary — Sales and Ranking Trend Chart during Woot BD Period

▲ Significant Sales Growth ：After participating in the Woot BD activity, product sales achieved a significant breakthrough and increase, growing by more than 6 times;

▲ Sustained Growth Trend ：Although sales decreased after the BD activity ended, compared to before the activity, sales still remain in a growth state, with an increase of more than 300%;

▲ Improved Cost-Effectiveness ：Using the high authority and high traffic characteristics of the Woot platform, sellers can shorten the promotion process and reduce promotion costs when promoting products;

▲ Accelerated Return on Investment ：Through the boost effect of the Woot BD activity, sellers can accelerate the market penetration rate of their products, thereby accelerating the return on investment cycle