CATEGORY: HOUSEHOLD SUPPLIES
Zip-It® Sees a 500% Increase in Daily Amazon Sales During Month 1 with Granitsa
Zip-It® Case Study
The Zip-It® was invented and patented by the prolific inventor, Gene Luoma. According to usinventor.org, “Gene Luoma has worked on many inventions over the years and has obtained a dozen patents. One particular invention of his went big-time. Gene came up with an easier, more effective way to unclog drains, which he named Zip-It®.”
Results With Granitsa
⬆ 152.7%
Increase in Unique Visitors, MoM
(in the first 1 month with Granitsa)
⬆ 32.9%
Increase in Conversion Rate, MoM
(in the first 1 month with Granitsa)
⬆ 225.5%
Increase in Monthly Sales, MoM
(in the first 1 month with Granitsa)
This chart shows the dramatic increase in sales during Granitsa’s first month managing the Zip-It® brand.
Listing optimization had an immediate impact on conversion rate, and Granitsa’s ad strategy increased traffic to these higher converting listings at a lower cost per click. This resulted in a 519.4% increase in Zip-It’s daily Amazon sales during Granitsa’s first month.
Why the dip in sales on day 16 with Granitsa? The dip was due to an inventory shortage from selling so many units so quickly. Luckily, FBA was receiving new units the next day, and the issue was immediately corrected.
Knockoffs infringe on the Zip-It® patent
The Zip-It® was invented and patented by the prolific inventor, Gene Luoma. According to usinventor.org, “Gene Luoma has worked on many inventions over the years and has obtained a dozen patents. One particular invention of his went big-time. Gene came up with an easier, more effective way to unclog drains, which he named Zip-It®.”
Link: https://usinventor.org/gene-luoma-2/
“Zip-It® was licensed to a company with thousands of stores. Gene was receiving significant royalties as the sales for this invention continued to increase. The licensee of this agreement, even agreed to help fight any companies who dared to infringe upon his patent. Everything looked good, and Gene felt like he had achieved the American Dream. However, when the top salesman for the licensee left the company and went to work for a competitor, they immediately created a knock-off of Gene’s invention.”
“Gene, assuming the U.S. Patent System could protect him, attempted to use his patent rights to stop the infringer, but they did not back his startup. Instead, they cost him and his family enormous financial and emotional burdens. Rather than protect his patent against infringers, the USPTO revoked his patent, and the appeals court endorsed this injustice.”
Because the patent was revoked, countless knockoffs hit the market on Amazon, burying the original Zip-It® deep in the search results.
Granitsa E-commerce Solutions was hired by Zip-It® to build up the brand on Amazon and to increase sales to return Zip-It® to its dominant market position.
Challenges
❗ Competitors are illegally using “zip it” in their product copy and SEO, which is hurting branded search terms for Zip-It®
❗ Win back a large share of the “drain cleaning tool” market despite making up less than 1% at the start of the project
❗ Convince customers to pay 2x the price for a higher quality drain snake compared to the cheaper quality alternatives
❗ Differentiate from a large line-up of competitor knockoffs that are infringing on the Zip-It patent
Goals
⌖ 2x the amount of unique visitors in the first 1-2 months
⌖ Increase conversion rate by 20%
⌖ Increase the price by 30% over the first 2 months while selling 2-3x more units
⌖ Dominate the branded search results for “Zip-It” related keywords despite having many competitors using this term in their SEO
⌖ Differentiate as a premium brand compared to the cheap knockoffs, and exceed customer expectations, in order to increase the customer LTV
⌖ Report every competitor illegally using “Zip-It” in their product copy and SEO
Solutions
✓ Conduct competitor and customer research by analyzing hundreds of customer reviews on top competitor listings and on Zip-It’s existing listings to determine what visuals, product benefits, and language would best sell the Zip-It®.
✓ Re-design and optimize the Zip-It Amazon listings and Amazon brand store to convey a premium product. This includes bullet points with SEO and product benefits, HQ photography, branded listing image design, branded A+ content design and creating animated videos for the listings and brand store.
✓ Spend 30% of revenue on aggressive advertising during the first few months to increase sales velocity and promote higher organic ranking on relevant search terms, especially branded terms that include “zip it” to win customers sales who are familiar with the brand and ready to buy.
✓ In addition to Zip-It’s 3-pack product, we launched a 1-pack and 10-pack in order to run sponsored display headline ads (requires 3 ASINs) and dominate branded keyword results by filling all sponsored product results and top organic rank results
✓ Raise the price by 30% in order to position the product as a premium option. This also allowed us to aggressively run ads without making the product less profitable.
✓ Create and run high quality animated video ads on relevant keywords.
✓ Report every competitor illegally using “Zip-It” in their product copy and SEO.
Results
(in the first 1 month with Granitsa)
⬆ 519.4% increase in daily sales (MoM)
After Granitsa optimized the Amazon listings and Zip-It’s conversion rate increased, Granitsa began sending the right traffic to the listing pages for Zip-It® branded products.
⬆ 152.7% increase in unique visitors (MoM)
⬆ 32.9% increase in conversion (MoM)
⬆ 225.5% increase in monthly sales (MoM)
Amazon Listing Images
and A+ Content Optimization
From The Client:
“I want to take the time to thank the Granitsa team for the very professional Zip-It® Amazon site.
Things get hectic and I forget to thank the ones that are working so hard to get this up and running.
Granitsa does great work, and I would recommend them to anyone looking for help in getting their products moving on Amazon. It’s fun working with Granitsa.”
– Gene Luoma, Inventor of the Zip-It®
Conclusion
Granitsa was able to redesign the Amazon listings and brand store from scratch – including photography – and get all new content uploaded and live on Amazon within the first 2 weeks of beginning the project. Granitsa’s efficient optimization process accelerated the advertising process because they were able to begin sending ads to optimized listing more quickly. Granitsa was also able to capitalize on “zip it” branded search terms by launching 2 new ASINs in the first month, which allowed Zip-It® to run sponsored display headline banner ads (which require 3 ASINs), fill multiple sponsored products in search, and fill multiple organic results in search. By increasing the price of the Zip-It 3-pack by 30%, Granitsa was able to get aggressive with ads while maintaining the same margins and positioning the product as the premium option. The result was an overwhelming success in as early as the first 1-2 months, where Granitsa was able to dramatically increase Zip-It’s unique visitors, conversion rate, and total sales while maintaining the same margins.