LONE CONE

STRATEGY

LONE CONE has the #1 selling kids’ rain boots on Amazon, but just a couple of years ago, all we had was an idea. We applied our years of Amazon marketing and selling experience to take our own brand from inception to best seller. Could your brand be next?

FORGET THE GLASS SLIPPER, CINDERELLA NOW WEARS A BOOT!

OVERVIEW

THE PROBLEM

To better understand Amazon, we created a sandbox brand to experiment with. We knew we could find success, but even we were surprised when it quickly grew into a $4.5 million venture.

THE RESULTS

Today, Lone Cone is the #1 selling kids’ rain boots on Amazon.  With an average product listing conversion of 9% and a 4.7 out of 5 stars rating, it’s no wonder the brand has the lowest BSR in the category.

LONE CONE BY THE NUMBERS

HOW WE DID IT

BEST SELLER RANKING (BSR)

BSR is a score Amazon provides for sales within a given product category. The lower the score, the better the performance.

For example, LONE CONE has a BSR of 22, which means that we are ranked 22nd in sales across all products in Clothing, Shoes, and Jewelry, an extremely competitive category.

In March 2020, the LONE CONE Patterned Rain Boot sustained a BSR of 11, the best among all brands of children’s rain boots.

part 1

part 2

 

PRODUCT LISTINGS THAT CONVERT

LONE CONE’s rain boot listing achieves a 9% conversion rate on average.

Conversion on a listing comes down to multiple factors. Imagery, bullet points, and enhanced brand content (EBC) all play a role.

Our team is constantly listening to shoppers' feedback and we incorporate it into our listings to reduce buyer friction.

REVIEWS AND RATINGS

LONE CONE Rain Boots have a star rating of 4.7 (out of 5), the cumulative average across our 5,500+ reviews. That’s 4x the number of reviews of our closest competitor.

What customers have to say about your product provides “social proof” and plays a significant role in convincing consumers to purchase. 

It can take up to a year to generate over 25 reviews on a single product, but with a good strategy, you can accelerate the process.

part 4

part 3

LONE CONE’s Amazon storefront boasts an 18.5% conversion rate (Q1 2020), which is 6x the 3% industry average for direct-to-consumer (DTC) sites.

Storefronts provide a branded experience for consumers and work hard to cross-sell a brand’s full product selection (i.e. LONE CONE’s mud boots, backpacks, and lunchboxes).

Storefronts can be accessed from both on and off Amazon and provide data insights into both traffic and conversion.

CROSS MERCHANDISING THROUGH

A BRANDED STOREFRONT

ADVERTISING TO SUSTAIN CATEGORY LEADERSHIP

LONE CONE uses a layered advertising approach to retain it’s “Best Seller Ranking” and strong KPIs:

PRODUCT DISPLAY ADS

Product Display ads allow you to appear right below the buy box of your competitors' products.

SPONSORED PRODUCT ADS

Sponsored Product ad placements put your product high up on the search result page, before you establish organic ranking.

SPONSORED BRAND ADS

Sponsored Brand ads allow you to have headline space at the top of search results for relevant terms. 

part 5

WINS & STATISTICS

THE RESULTS

When it comes to success on Amazon, we’ve learned that with a holistic strategy focused on delivering specific KPIs, your brand can excel beyond your wildest dreams.

#1

RAIN BOOT ON AMAZON

#22

LOWEST BSR IN IT'S

CATEGORY

$4.5

MILLION IN SALES

9%

CONVERSION ON AMAZON LISTINGS

7:1

ROAS

5,500+

REVIEWS WITH AN AVERAGE OF 4.7 OUT OF 5 STARS

IN EVERY SHOE CATEGORY

RETURN ON AD SPEND

We don’t showcase these numbers to boast, but rather illustrate the success we aim to achieve with our partner brands. You’ll be able to learn more about our approach and what it takes to succeed on the world’s largest marketplace in the upcoming white paper, “Building Your Brand on Amazon.”

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TOGETHER

RIDGELINE INSIGHTS

Ridgeline Insights is a proud member of Idaho's Boise community. We strive to educate and collaborate with like-minded businesses to make a difference environmentally and socially. 

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