1) Listing Optimization
2) Advertising Management
3) Review Generation
HairZing is a women-owned business that creates handcrafted hair accessories. They design beautiful hair clips for women with different types and textures of hair. Three important products they sell are the Banana Clip, Butterfly Clip and Stretch Comb. Each is multi-patented and offers a new solution for helping women get their hair up and out of the way.
HairZing published their products on Amazon in early 2017. Using traditional sales techniques the employees launched HairZing’s products hoping they would sell. After being in the marketplace for about a year they achieved decent monthly sales but found themselves hitting a plateau. Knowing their products could perform better, but lacking the knowledge and coding skills to optimize and market their products they reached out to Rank N Bank for help.
Rank N Bank performed their Opportunity Analysis and uncovered three areas of opportunity for HairZing to capitalize on:
Rank N Bank began by optimizing HairZing’s three main product listings. Next they consulted and updated their images, making sure they had the three main categories of images (product shot, lifestyle, and info-graphic). Once the images were complete, Rank N Bank updated the sales copy within the listing. Rank N Bank conducted customer and keyword research by studying competitors products and reviews as well as similar items purchased by their target customers. Rank N Bank developed a target customer avatar and defined the exact customer wants and desires. Rank N Bank then wrote new titles, bullet points, descriptions, back-end search-terms and filled out all of the other backend details based on the browse tree guide for the hair accessory category.
Once the listing optimization were complete, Rank N Bank built out pay-per click advertising campaigns in Sponsored Products and Sponsored Brands, using the research they discovered during the listing optimization phase to structure the advertising campaigns to target the best keywords. After the advertising campaigns were up and running, Rank N Bank set up a schedule to harvest and isolate winning keywords on a routine basis as well as remove bad keywords and add them as negative match types or down bid them so that they would not keep spending money. Rank N Bank continued to perform keyword analysis on a weekly basis creating new campaigns and adding new keywords as they were discovered to increase HairZing’s brand awareness and product reach.
To complete the system, Rank N Bank created a fully-branded seller feedback and product review generation system using HairZing’s logo, pictures of the product and a unique selling proposition in each message to help make the messages stand out from their competitors. Rank N Bank continuously tested sales copy within the messages to work on getting the highest conversion rate and then programmed the messages to continue sending for each new order.
Twelve months after Rank N Bank engaged in services for HairZing the results were in:
117% Increase in Traffic Sessions
107% Increase in Total Revenue
200+ Seller Feedback Generated
200+ Product Reviews Generated
HairZing was able to go from confused, frustrated and stagnant to focused, enthusiastic and driven. They took control of their future by investing in a sales and marketing system for their Amazon business. Rank N Bank got their products ranked for top volume keywords, drove traffic through paid advertising and generated verified seller feedback and product reviews. HairZing no longer has to take on Amazon alone and feels confident their Amazon business is heading in the right direction.
"My experience working with Rank N Bank has been amazing, their communication is on-point and they have helped me and my team grow through this whole process""