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Case Summary

Seller Goal: Break through single-digit daily sales

▲Product Category: Toys

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

▲C1 Launch Time: 2024/2/9-2024/2/22

▲C2 Launch Time: 2024/3/1-2024/3/14

▲C3 Launch Time: 2024/3/22-2024/4/4

▲Listing Price: $46.99

▲Woot Deal Price: $39.99

▲Woot Discount Rate: 15%

▲Review: 4.5

▲Ratings: 461

Summary of Results

1. Significant increase in sales and BSR ranking

During the event, sales increased round by round, breaking through the sales bottleneck and seizing market opportunities

• Average daily sales before the Deal increased from 6 to 74
• The BSR ranking in the main category increased from 30162 before the Deal to 2709, and the subcategory ranking increased from 43rd to 8th, greatly improving the listing competitiveness

2. Increase in visitor traffic

With the support of high traffic from Woot Deal and advertising, visitor traffic increased by 28.85% during the event.
 
3. Advertising KPI Optimization

Improved conversion rate, gradually decreasing ACOS and CPC

• After three rounds of Woot Deal activities, the conversion rate increased by more than 50%;
• ACOS decreased by 35.84%, effectively reducing advertising costs and improving advertising efficiency.

Data Presentation

1. Sales and BSR changes in each cycle

▲Through 3 rounds of Woot Deal, sales have steadily increased, with average daily sales increasing from 7 before BD to 74;

▲Significant improvement in main and sub-category rankings, ranking among the top 10 BSRs, currently ranked 8th in BSR subcategory;

  2. Comparison of advertising KPIs in each cycle

▲Significant improvement in various advertising KPIs during the Woot Deal period;

▲Based on the accumulation of BD weight in the first two rounds, a solid foundation was laid for the listing, resulting in the best effect in the third round of BD, with CR increasing to 10.07% and ACoS decreasing to 21.65%;

▲Given the weak initial foundation of listing promotion, in order to quickly increase the number of orders, a high bidding strategy was adopted to increase exposure and traffic, resulting in a slightly higher initial ACOS;

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

Seller Strategy Interpretation

Using the rhythm of WOOT

Timely intervention: Leveraging the advantages of Woot promotion, when old links cannot achieve new breakthroughs, use Woot to replace BD activities to achieve data breakthroughs.

More is better: Often, the data performance of a single BD cannot accumulate excellent data performance for the link. Multiple rounds (3 rounds or more are recommended, especially for red ocean products) of activities have a better effect.

Using the WOOT approach

WOOT approach — First round of BD:

l Core objective:
To address the issues of low traffic and low sales for old links, a 14-day Woot BD consecutive seconds approach is used to re-promote, revitalizing the link

l Strategy highlights:
1. Plan a 14-day BD promotion, extending 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, mainly promoting secondary keywords (one advertising campaign per keyword), and adjust strategies based on data feedback to improve advertising cost-effectiveness; Use a low bidding strategy for major 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 shown:
1. During the BD period, average daily sales were 22 orders, a 2-fold increase compared to before the activity;
2. Significant increase in main category ranking, from 30,000+ to 10,000+, and subcategory ranking from 43rd to 22nd

WOOT approach — Second round of BD:

l Core objective:
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, extending exposure and promotion time;
2. Continue and increase investment in the well-performing advertising groups from the first round, optimizing bids and adjusting position bids for key keywords to improve product exposure; improve keyword ranking;
3. Add new keywords to manual precise advertising, increasing the number of main keywords; Add new major keywords (one advertising campaign per keyword), start medium-to-high bidding, and start promoting the ranking of major 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 Amazon ranking and exposure have significantly improved, advertising performance continues to improve, and market competitiveness has strengthened

l Results shown:
1. During the BD period, average daily sales were 64 orders, a 190% increase compared to the first round of BD;
2. The main category ranking increased nearly 3 times, and the subcategory ranking entered the top 10 of BSR;
Advertising CR increased from 6.44% to 8.43% in the first round of BD, and ACoS decreased from 32.94% to 25.54%.

WOOT's Approach — Third Round BD:

l Core objective:

Achieve a significant breakthrough in product links, stabilize sales and rankings.

l Strategy highlights:
1. Maintain a 14-day BD promotion cycle;
2. Coordinate with in-site promotion of SB and SBV ads during the interval, increasing advertising investment;
3. Maximize the advertising budget during the Woot BD period, combining with the high traffic characteristics of the Woot platform to achieve perfect traffic coordination, improve product ranking and exposure;
4. Continue to use the ad groups that performed well in the previous round of BD, leverage the weight of old ads to increase exposure opportunities, improve conversion, and drive keyword ranking improvement.

l Expected results:
Gain a foothold in specific market segments, achieving significant growth in sales and market share. Further improve advertising efficiency, reduce overall advertising costs, and lay a solid foundation for future market competition.

l Results shown:
1. During the BD period, the average daily sales were 74 units, a 15.6% increase compared to the second round of BD;
2. The ranking in the major category improved to 2K+, and the ranking in the sub-category remained stable at eighth place.
3. Advertising CR increased to 10.07%, ACoS decreased to 21.65%, and advertising performance improved significantly.

WOOT's Advertising Structure

Summary — Sales and Ranking Trend Chart During and After the Woot BD Period

The three rounds of BD activities progressed layer by layer, with each round achieving new breakthroughs and improvements based on the previous round, and the product links gradually entered a stable period.
Compared to the seller's original single promotion model, this approach significantly shortens the product promotion process, reduces the seller's promotion costs, and accelerates the investment return cycle.