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Case Summary

▲Product Category: Office Supplies

▲Seller Goal: Increase conversion and orders

▲Promotion Strategy: In-site BD + 3 rounds of 14-day Woot BD consecutive seconds

▲C1 Launch Time: 2024/1/22-2024/2/4

▲C2 Launch Time: 2024/2/12-2024/2/25

▲C3 Launch Time: 2024/3/4-2024/3/17

▲Listing Price: $139.99

▲Woot Deal Price: $111.99

▲Woot Discount Rate: 20%

▲Review: 4.6

▲Ratings: 862

Summary of Results

1. Significant increase in sales and BSR ranking

During the event, sales and rankings gradually increased, seizing market opportunities

• Daily sales increased from 57 before the deal to 122, an increase of 114%
• The main category BSR ranking increased from 7297 before the deal to 1859, and the subcategory ranking increased from 18th to 9th, greatly improving the listing competitiveness

2. Increase in visitor traffic

With the support of high traffic from the Woot Deal and advertising, visitor traffic increased by 33.8% during the event.

3. Advertising Optimization

Improved conversion rate, lower ACOS and CPC

• After three rounds of Woot Deal activities, the conversion rate has almost doubled;
• ACOS decreased by 84.3%, effectively reducing advertising costs and improving advertising efficiency;

Data Presentation

1. Sales and BSR Changes

▲Through 3 rounds of Woot Deal, sales have steadily increased, with daily sales increasing from 57 before BD to 122;

▲The rankings of the main and subcategories have significantly improved, ranking among the top ten BSRs, currently ranking ninth in the BSR subcategory;

2. Comparison of advertising KPIs for each period

▲Advertising KPIs have significantly improved during the Woot Deal period;

▲After the accumulation of BD weight in the first two rounds, a good foundation was laid for the listing, so that the effect of the third round of BD reached the best, CR increased to 10.49%, and ACoS decreased to 18.11%;

▲During the Woot Deal promotion period, with effective budget management and data analysis, advertising KPI indicators gradually improved, achieving the goal of increasing CR and reducing ACoS.

Seller Strategy Interpretation

Using the rhythm of WOOT

Using the WOOT approach

First round of BD: Ready to go, initial foray

l Core purpose:
To address the issues of low traffic and low sales for old links, we used the in-site BD + Woot 14-day BD consecutive seconds approach to promote the links and revitalize them.

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. 7-day in-site BD warm-up. Before participating in Woot BD, start a 7-day in-site BD warm-up to attract traffic and lay a good foundation for the subsequent Woot BD;
3. Select keywords and advertising strategies. Select well-performing keywords on Amazon, mainly promoting secondary keywords (one advertising campaign per keyword), adjust strategies based on data feedback, and improve advertising cost-effectiveness; low-bidding strategies for large keywords to pick up bargains;
4. During the interval, based on the stable activity effect, use a combination strategy of increased advertising investment and coupons to promote conversion.

l Expected results:
Quickly obtain orders, verify the effectiveness of the advertising strategy, and lay the foundation for subsequent activities.

l Results:
1. During the BD period, daily sales were 85 units, an increase of 49% compared to before the activity;
2. The main category ranking increased significantly, from 7297 to 3758, and the subcategory ranking increased from 18 to 14.

Second round of BD: Full steam ahead, unstoppable

l Core purpose:
Based on the results of the first round of Woot BD, further increase sales, seize market share, and optimize advertising indicators.

l Strategy highlights:
1. Plan a 14-day BD promotion to extend exposure and promotion time;
2. Continue and increase investment in the well-performing ad groups from the first round, optimize bids for key keywords, and adjust position bid adjustments to improve product exposure; improve keyword ranking;
3. Manually add new keywords to precise advertising, increase the main keywords; add new large keywords (one advertising campaign per keyword), start medium-to-high bidding, and start promoting the ranking of large keywords;
4. Continuously optimize advertising strategies based on the data from the first round to ensure maximum return on investment.

l Expected results:
The product's ranking and exposure on Amazon have significantly improved, advertising performance continues to improve, and market competitiveness has increased.

l Results:
1. During the BD period, daily sales were 109 units, an increase of 28% compared to the first round of BD;
2. The main category ranking increased to 2610, and the subcategory ranking entered BSR 12;
3. The advertising CR increased from 8.43% in the first round of BD to 9.87%, and the ACoS decreased from 22.72% to 19.45%.

WOOT's advertising structure

Summary: Sales and ranking trend chart during and after the Woot BD period

The three-round BD campaign progressed in stages, with each round building on the previous one to achieve new breakthroughs and improvements, and the product links gradually entered a stable period.
Compared to the seller's original single promotion model, this significantly shortened the product promotion process, reduced the seller's promotion costs, and accelerated the investment return cycle.