WHO ARE LU BELLA JEWELLERY?
Lu Bella is a jewellery company founded in Jersey (Channel Islands) in 2017 by Dom Beckford. He started out by making handmade beaded bracelets as gifts for friends.
He found a gap in the market for affordable but elegant everyday jewellery and Lu Bella was launched.
Their stylish bracelets and necklaces are made out of genuine high-quality materials and are designed to be stacked and layered, enabling you to build your unique collection and form a bespoke, individual look to suit your style.
WHAT ARE THEIR ISSUES?
Lu Bella is part of the gifting industry and wanted to relaunch their business on Amazon UK. This category has some big players within it and we needed to make them stand out and maximise their ad spend while growing the account.
As a gifting website, customers would be searching for specific jewellery for specific events including birthdays, the birth of babies, mothers day etc. The average price of their jewellery is £17.99 and the cost per click is very high in this category and on-page conversion rates a relatively low.
Huge household names like Ted Baker, Pandora and JOMA own this category and command that any new jewellery business starting on Amazon will have to pay a premium in advertising spend to even sit next to them.
Lu Bella's high ACOS was making it almost impossible to turn a profit, Lu Bella knew they had to take action.
Their products are affordable and of great quality. They come in beautiful gift packaging making them look like the gift anyone would want to receive.
The initial launch was in their own word a "bit of a disaster". 
Lots of money was spent on advertising and not much came back in. We put this down to poor account structure.
Although their team was experienced with online marketing, Adwords, Instagram, Etsy, and TikTok they quickly realised Amazon advertising was a different beast and sought our help from 'Consultancy Worx'
HOW WE FIXED IT
Following our initial consultation, we saw their basic listing, bullet points and description. We knew that their products would require new titles, bullet points and descriptions.
We needed to showcase their beautiful jewellery with 'Amazon-specific' imagery.
We registered their brand into the "brand registry" program.
This gave us the opportunity to tell the company's story using the image-rich A+ content modules, showcasing their products, great branding and other offerings from their catalogue.
We used comparison modules so we can display their best sellers and link them to other Lu Bella products within Amazon.
Once we had the A+ pages built out, we then updated their images to make them more "Amazon" typical so we can get the "click" onto the product page.
Once the customer clicks through they are met with detailed bullet points and sales copy which had been written in collaboration with their marketing team.
The on-page sales copy is keyword rich which helps with the organic and paid product SEO.
As well as great copy, great images, and A+ content we also suggested that the team at Lu Bella make some Amazon-specific videos that we could feature within their product pages and also use these videos as brand videos in our PPC campaigns.
We needed to get the click to their products pages as we were confident that once the customers saw in detail the product we knew the chance of conversion would now be higher than before.
WHAT HAPPENED NEXT
Lu Bella in our opinion now had some of the finest-looking pages on Amazon complete with amazing lifestyle videos and rich imagery.
Now we just had to figure out the marketing side of things.
We started with a deep dive into their existing data and account structure and quickly saw that there were also lots of Dracula search terms just sucking up the ad spend on keywords that just were not converting. We knew we had to plug some holes ASAP and build out their negative keywords database.
Our lead analyst took the converting keywords on an 'SKU by SKU' basis and rebuilt the campaigns in a way that they can be managed more effectively as we needed to get the ACOS down asap and optimise the ad spend.
We separated each SKU into its own portfolio and we can then achieve the 'best view' by analysing where our PPC budget would be best going.
As well as sponsored products, we also leveraged automatic campaigns and sponsored brands with sponsored videos.
THE RESULTS
Within just 4 weeks we had halved their ACOS from 70% to 35% and the increase in sales and reviews resulted in Amazon giving us better traffic to their product pages.
Sales literally doubled which left us with another issue. Stock and stock flow.
The new display pages were working a treat, even better than initially predicted.
Regular sales followed up with review acquisition increased on-page conversion rates and brought the average cost per click down significantly due to the relevancy of the targeted keywords.
Month on month we have been achieving 93% NTB (new to brand) sales, connecting a new customer database to the Lu Bella brand.
With more new customers familiar with the Lu Bella brand we were beginning to notice multiple single purchases for special occasions.
We continue to work with Lu Bella and have plans to continue to grow and scale their business.
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