How Upriver increased sales for a Speciality Chemicals client by 400% a 6-month period

Initial Situation
  • The client is a well-known specialty-chemicals (B2C & B2B) manufacturing company serving the industry for more than 40 years
  • The client had started selling online, but sales were moderate
  • The primary objective of engagement was to increase sales on marketplaces. A 360-degree optimization was needed for existing and new products along with an increased focus on advertising
The Challenge:
  • Low awareness and visibility of newly introduced products
  • Many broken variations, which caused missing ASIN reviews
  • High Advertising Cost of Sales (ACoS) and low impressions
  • Very few new customers acquired over the last few months. 70% of the buyers on marketplaces were those who were aware of Client’s brand in the specialty chemicals space
The Solution
  • Improved Visibility: Upriver team understood the broken communication and hence, fixed the same through a range of efforts including fixing Titles for highly relevant search terms, Short bullet points with Headers, Question-answer trail for new buyers’ wanting to get answers to peculiar questions, and Fixing broken variations in turn boosting product sales rank
  • Advertising Optimization: Set up a new campaign structure with the ratio of Automatic campaigns to Manual campaigns changed from 5:1 to 2:3. Further, focus on including only a few comparable ASINs within a single campaign and set up different campaigns for each search term type (brand specific, generic and competitor-oriented search terms) to easily track performance by search term type
The Result