Dark Iron Fitness

Amazon Case Study.

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The Project.

Based in Austin, Texas, Dark Iron Fitness is a retailer of dependable weightlifting accessories built for self-reliant athletes. Founded in 2015, the company found success selling their products through both their online retail store and through Amazon. They’ve generated over 9,000 5-star customer reviews on Amazon and continue to be recognized as a leader in weightlifting products.

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The Challenge.

Dark Iron Fitness turned to Visiture to help them scale their Amazon operations. The company experienced tremendous growth on the platform, but knew that their Amazon Advertising could be better managed and optimized.

Prior to our engagement, Dark Iron Fitness was managing all of their Amazon advertising efforts in-house. This was not proving to be as easy or successful as the company had hoped, but they knew the potential of Amazon Advertising. As a result, Visiture methodically built a highly segmented campaign structure to help drive greater marketing efficiency and provide a campaign structure to scale revenue.

Goals and Tactics.

Our first tactic was to perform an intensive audit of their Amazon account. We saw a number of opportunities for improvement and identified three main points of initial focus.

1. Brand vs. Non-Brand Keywords.

We completely rebuilt the account from scratch in order to improve organization, manage assets and scale performance. This included breaking out campaigns based on size and specificity of search terms. As an example, many competing products are either made of leather or synthetic materials. We built out campaigns that exclusively contained ‘Leather’ as a search modifier as well as campaigns that targeted other, non-leather terms. This type of structure allowed us to incrementally fund terms that are more relevant to user’s product searches, allowing us to better manage ad spend, categorical investments and ACoS.

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2. Manual vs. Automatic Campaigns.

Our new build was laser-focused on providing a level of manual control while utilizing automatic campaigns to collect data to target more specific keywords and ASIN searches for competitive products. While our manual campaigns provide the majority of revenue, our automatic campaigns continually feed us new data that we can use to target competitors, specific products, and identify new areas of opportunity.

3. Product vs. Category Targeting.

We recently began targeting similar competitor products as a new tactic to expand reach and further boost sales. Our product targeting initially started by selecting products which nearly mirrored the functionality of our clients' products. However, we expanded it to slightly lower-priced competitor products, gaining visibility among an audience who may spend slightly more to acquire a higher quality product and with better ratings. In addition, in Q4 of 2018, Amazon released the Beta version of category targeting. We’ve recently leveraged this tactic to further expand upper-funnel visibility while keeping efficiency top of mind.

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Results.

As a result of these actions, Dark Iron Fitness saw tremendous gains in the last year, including:

Decrease in ACoS

79%

Increase in Sales Revenue

359%

Increase in Orders

126%

Increase in ROAS

364%

Increase in CTR

100%

Increase in Conversion Rate

32%

Conclusion.

This has been a very successful partnership for Dark Iron Fitness and Visiture. In addition to delivering great results, Visiture also decreased the company’s cost per sale by 56% and boosted their click through rate by 100%. Due to the success of this venture, Dark Iron Fitness is eager to expand their Amazon Advertising to include more products, larger budgets and has renewed ambitions to be a larger player in the fitness category on Amazon.

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"Overall, Visiture has been great to work with. We needed a company who we could be confident in handling our Amazon advertising needs. After signing up with Visiture, it was immediately clear that we chose the right agency.

 

Visiture has been very professional and easy to work with. More importantly, results speak louder than words and they have been able to create profitable advertising results for our company that we were missing out on."

Alan Hayden
Owner, Dark Iron Fitness

Data Driven Marketing + Creative Commerce = Results.

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