WHO ARE SEEP CLEANING?
Laura Harnett of SEEP cleaning wants to revolutionise household essentials for the good of people and the planet. Her goal with Seep is to build a business model, mindset, and offer that does no harm to the environment and that's accessible to all.
A note from the Founder of SEEP;
"Seep was born out of frustration after lots of trips to the supermarket."
Over the years, it was becoming easier to find greener alternatives - cleaning sprays, toilet paper, and washing detergent. But I noticed just how many cloths and sponges I was using and just how quickly they’d end up in my bin. I asked myself why, two decades after sustainable cleaning liquids became available, am I still having to apply them with a polluting plastic cloth or sponge?
I knew I couldn’t wait any longer for someone else to ‘do’ something. I decided I could remain part of the pollution or become part of the solution, and that’s how Seep came to be born.
WHAT ARE THEIR ISSUES?
SEEP cleaning was making waves online and wanted to expand its business onto the Amazon platform. Very quickly they realised just how competitive this category is.
The SEEP website had been built knowing that the traffic that was being directed there was primed to receive a premium-priced, eco-friendly, B corp experience and product. They had cleverly built product bundles which increased the basket value and had upsells & down-sells post purchase which netted them a tidy sum and not forgetting the repeat subscription sales.
Amazon is known best for affordable products at amazing prices, so, positioning high-priced cleaning tools would be our biggest challenge.
From the initial launch, they received lots of clicks and not many sales.
Initially, they began to notice a worrying trend of negative Amazon product reviews from customers comparing their eco-friendly products against traditional plastic-heavy alternatives. This was a serious issue from the outset as negative reviews and ratings affect every aspect of a seller’s account—from organic ranking to PPC advertising and conversions.
This meant that the initial good grace of the Amazon algorithm quickly turned out of their favour.
Even for the shoppers looking for an eco-friendly product, these negative reviews were just too much and they also decided not to buy.
HOW WE FIXED IT
We knew they had a trademark for their brand "SEEP" and quickly went to work registering their brand into the "brand registry" program. Doing this immediately gave us the opportunity to tell the company's brand story in the "brand story" module and gave us access to A+ content.
In order to get customers to understand the premium price of their products the customers needed to be educated. We worked very closely with Laura and her team to fully understand her brand so we could build out beautiful image-rich product display pages which told potential customers just why ordering a SEEP product would be helping to save our planet.
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 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, a brand story, and A+ content we also suggested that the team at SEEP make some Amazon-specific videos. They were already doing this for TikTok but had no content specifically for Amazon already created.
WHAT HAPPENED NEXT
Now that we had SEEP primed for success the next step was to build out scalable Amazon PPC sponsored-products & sponsored brands PPC campaigns.
Our data scientists quickly went to work and through their research and competitor research and also using in-house keyword tools & even third [party tools they compiled a list of targeting keywords and a robust group of negative keywords.
Alongside sponsored products, we also leveraged automatic campaigns as well as sponsored brands and sponsored videos.
THE RESULTS
Within 3 months of working with Consultancy Worx we worked hard to raise the star ratings from the 3's comfortably into the 4's. Some products even at and above 4.5*s. This meant increased on-page conversions and sales doubling for most products.
Many of the products were enrolled in the subscription program which meant more regular revenue coming in at a lower CPA. The average CPC for this category was £0.95 which meant that we would need to convert customers immediately.
It turns out our winning product display pages aided with conversions and brought the average cost per click down significantly.
Month on month we have been achieving 90% NTB (new to brand) sales, connecting a new customer database to the SEEP brand.
With more new customers coming in and our growing subscription database, our sales, conversion rates, product reviews and organic rankings have increased. Pair this with regularly winning "Amazon Choice" badges and I would say we are on the right track.
We continue to work with SEEP and have plans to continue to grow and scale their business.
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