Case Studies - eComCatalyst - Amazon, e-Commerce Growth Agency

Ruff Liners Case Study

Increase in Weekly Sales

Average weekly sales increased nearly four-fold compared to onboarding

Increase in Sessions

Since onboarding, sessions have increased over six times over in less than a year

Increase in Conversion Rate

Updated images, copywriting and A+ content improved conversion rates since onboarding

Days with My Amazon Guy

Onboarded on July, 2023

Overview

Industry: Dog Car Seat Covers

Location: USA

Links: ruff-liners.myshopify.com

After purchasing a brand new truck and wanting to get some camping in with his dogs, The owner, Brandon, grew frustrated with the level of protection provided by current dog seat covers on the market. He decided to do his own research and development to create Ruff Liners.

Ruff liners is dedicated to providing the best quality dog seat cover on the market for fellow dog lovers who also want to preserve the interior of their cars and trucks.

My Amazon Guy Services

The Challenges

New Brand to the Market – Ruff Liners was a brand new product competing against numerous competitors in the pet category which can have a very demanding demographic

PPC – Higher price point makes conversion a challenge

Supply Chain & Logistics – Three different sizes with updating versions going from manufacturer, to 3PL, to FBA; Difficulty keeping enough inventory at FBA to fulfill growing demand

The Approach

In order to define our strategy, we started by analyzing our target market and competitors.

We then followed a plan integrated with the following elements:

Marketing & Design

We first identified the top competitors within the niche and the keywords most relevant to the category
We used the aforementioned data, to create our A+ Content, Infographics and Copywriting. We leaned into the product features that make Ruff Liners unique.
Updated A+ from Basic to Premium in order to include video content

New Version Launches

Needed to time out design completion, shipments, and PPC to release new versions that featured improvements
Launch dates needed to be set to the future so we could delay the honeymoon launch period if the older versions were still in stock after new versions arrived at FBA
Launched an XL size to great success separated from the parent in order to target different keywords, then set to be reparented in order to combine reviews and BSR

Logistics

Advertisement & PPC

We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings
We optimize the campaigns accordingly to make sure the account makes the best use of the ad spend
Ran Brand Tailored Promotions to increase organic sales and build greater customer loyalty

Conversion Rate

The Impact

MAG’s strategy combined with Ruff Liner’s quality products lead to a 378% increase to the weekly average, a firm position in the top 75 for BSR, and we continue to see growth for the brand.

With the impressive increase in sales on Amazon, Ruff Liners owner Brandon Himmel shared an invigorating posts on LinkedIn about his experience working with My Amazon Guy.

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Ruff Liners Case Study

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