I created a brand that I’m genuinely proud of and I think our product is very high quality. We’ve got a Shopify store and we’ve been doing Amazon FBA. I understand why our Shopify site has been pretty dead, we don’t drive traffic to it. We had a plan to create a ton of content, but my business partner who is supposed to be in charge of that hasn’t followed through. It’s frustrating, but I wanted to focus on nailing Amazon anyway since it’s such a large channel. We’re totally failing at Amazon though and I can’t figure out where we are going so wrong.
Price - Our COGS is pretty high and as a result we have to price high. Over the past month I’ve slashed the price and even tried a fire sale of sorts because I want to avoid paying long term storage fees. I’ve thought the issue is that we’re so much more expensive than the competition, but dropping the price doesn’t help at this point.
PPC - I re-tooled our PPC campaign. I had something like 22 keywords and it seemed like that actually caused it to flatline. Essentially we only have one keyword that converts so I narrowed it down to 6 variations on that. We’ve got a budget of $10 a day, but don’t get anywhere close to spending that. I know people can majorly geek out over PPC, but we literally only have success with one keyword so I don’t feel like I can learn my way out of it.
Listing Copy - I just changed it recently so that it is less optimized for keywords and more in our brand voice. I felt like it wasn’t getting us anywhere previously so why not try to actually make the copy relatable to our target demographic. I’ve filled in all of the back end keywords too and used a tool like Keyword Inspector or something to get them.
Photos - Our lifestyle photos are pretty good I think. The white background ones admittedly suck. I know the thumbnail one needs to be re-done. I can’t imagine that is what is killing us though.
Reviews - I sincerely hope this is the biggest reason we’ve failed to get traction. I’ve exhausted asking my friends and family. I recently changed the copy on our auto responder to see if that could get us better conversions. With all of the review programs getting knocked out, it’s been slow going trying to build them up. 11 reviews is pretty pathetic after one year though.
Summary - I listen to all of the podcasts, I took a very expensive training, and I feel like nothing I do works. My thought recently is that I need to make a Facebook ad promoting the sale. At the same time I’m realistic enough to realize that if Amazon PPC isn’t working trying to learn FB and get conversions from cold leads is not easy.
On one hand I just want to clear out our FBA inventory so that we can either be out of Amazon, or keep very little inventory. I feel like our brand doesn’t really translate to Amazon. We’re in a few retail stores and we get great reactions when consumers actually see and feel the product. We haven’t made a big push to wholesale so I’m not super worried about pissing them off with our current sale price, but it is stopping me from promoting our Shopify store where we are also selling t-shirts because we can’t afford to do a sale there.
On the other hand, I would love to make Amazon work since it’s such a powerful channel. If we could get the reviews up maybe we could make consistent sales. I know for sure we would do well during holiday because we did last year without having any reviews established.
Question / Seeking Feedback - If you have any advice, I’d love to hear it! I want to get out of the BSR nosebleed section and get some momentum going.
Here is a link to our Amazon listing if you want to check out: http://ift.tt/2qG57LP
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