At inde wild, we noticed that most sales on Amazon were primarily due to the fact that the brand was influencer backed but not from any competitor Keyword or ASIN. In the latter we noticed both the CTR and conversion was poorer than the category avg.

So, before getting to the ads, we fixed the entire funnel - PDP Main images, Coupons, Ratings (used a free API review automation tool and more hacks) and Amazon Prime Delivery via EasyShip and FBA. We got into the IXD program too, bumping our conversion from a 6-6.5% to ~12%. Then we started scaling our ad spends on Generic and Comp targets.

Over the next 2 months, we were able to scale the account to approx $65k/month - and setup SOPs to prevent any stockout or excess inventory storage (maintained inventory only upto 30 days of cover at each location).

Post this, we also figured that to become a category leader we will have to introduce a lower price variant into the system as the biggest competitor KWs in the category were 70% cheaper than us. For the same we launched small samplers for our bestsellers and sold them individually and via kits. With 2-3 weeks of heavy spend on top placements - we were able to get the 7-8th organic position on those high impression comp KW's

Situation: At Be Bodywise (Mosaic Wellness) Our M0-M3 retention was platued at 30-32% even with drop in monthly acquisition numbers

Task: Post speaking to 100+ customers, we realised there are three main issues faced by our users:- a. Wrong Expectation Setting: Thinking they will reverse hairfall/get hair growth in 2 weeks and getting disappointed when they don't see results b. Wrong product choice: Users didn't know which stage of hairfall they are in (fairly new concept in India) and hence were choosing the low value products (meant only for Stage 1 hairfall) to "try" if it works. c. Inconsistency in medication: Users used to skip taking the gummies etc multiple days in a week. Hence, naturally they were not seeing results in the expected timeline

Solution:- a. We changed all ad hooks (first 3 seconds) to include the expectation of getting results after 3 months. b. We AB tested multiple variant display options. 1 - where we mentioned possible signs of Stage 1/2/3 hairfall to help users to understand which stage they are in. 2 - we showed placards with the kind of hairfall/hair patterns on the head so people can see and compare with their hair patterns and decide.  c. launched Habit Tracker (on app) for users. Now users used to get a reward (wallet money) for coming in and marking that they have taken the medication for 30 days consistently.

Output:- a. Ad level retention increased by 30%, leading to overall M0-M3 retention increase to 45% b. Variant Adoption increased from 10% to 40%. This also meant we could run ads on low CAC products and people converted on the high AOV LP's. hence, ROAS improved significantly. c. DAU's boosted up by 95% and overall gap between purchases reduced to 40 days from 54 days