Up Circle
Seven

Yoga for Better Life

UpCircleSeven Yoga Wheel was created in 2016 with the goal of taking yoga to the next level. It started in the yoga market and quickly found that most of its customers loved the wheels for back pain relief.

After discovering a compression sensitive mat material, they transitioned their focus from yoga to back pain to improve posture and reduce strain. Made of premium, eco-friendly thermoplastic elastomer (TPE) and 100% PVC-free has helped over 100,000 customers relieve their daily aches and pains. They only using materials and factories that adhere to strict guidelines for safety and efficacy.

Their mission is to help you feel good and do more.

Improving the Consumer Experience

Amazon optimization was required to address customers pain points to improve conversion rate. All this while staying on top of new marketing trends and customer behaviors.

Brand Recognition

Creating A+ Content and PPC for Business growth and for increasing sales conversion. One of the big differences between Upcircleseven and other yoga wheels is the spinal canal that cushions the spine while in use. This is the main feature that was needed to highlight.

Product Pivoting

The Upcirclseven is designed to compete against the long foam rollers that you see in fitness stores. However, all the products similar to it are categorized as yoga wheels. Though it was ranked #5 in this category but it was much smaller than the Foam Rollers category. Finding a new and bigger market was crucial to support the sales increase we were having.

Maintaining Relevance

The listings were good and the brand strong enough that we did not saw a keyword drop off from removing words from the title. Our focus was to generate a proper strategy without risking product devaluation.

PPC

Upcircleseven is a well-known brand in the foam roller wheel/ yoga wheel category. So their PPC terms are expensive due to competitors driving up the price.

To define our strategy, we started by analyzing our target market and its size.

We then followed a plan integrated by the following elements:

Marketing

We optimize the listings accordingly by appealing to that market’s main pain points and concerns. To solve the customers’ questions, we created relevant content consist of infographics, Photos A+ listing, Brand Story and a Brand Store.

Category Change

We switched to the Foam Rollers category. Even though UpCircleSeven no longer had the #1 rank badge (ranked #5 in the new category), we saw a 20% increase in sales after a few short weeks. They are currently ranked #2 in this much larger category.

Conversion Rate

We ran AB title tests and discovered that a short title increased conversion rate for these items. We also calculated that the cost of lightning deals was a small investment compared to the benefit generated and began running weekly lightning deals. This method helped to increase the conversion rate on the thousands of sessions that are generated on these listings.

PPC

we focused on cheaper advertising options like video ads and longer tail brand keywords to continue to defend the brand. We also went on the offensive and focused on target competitor brand terms and listings themselves. With our well-known brand next to theirs, we were able to steal thousands of dollars in sales and gain market share.

Significant Sales Boost

Areto started services from April but listing optimization and Enhanced Brand Content was created in the month of May. With the correct lifestyle appeal, we managed to reduce the customer friction and obtain a quick growth in conversion rate. We did the keyword research on product and after that number of Sessions increased by 110% as compared to the previous month. Along with that page views also got increased by 200% as compared to the previous month.

Listing optimization and PPC advertisement played the major role in achieving the goal. From April to Sep, total sales got increased by 18% to 20%. ASIN ranking also went up.

With an average of $7 returned for every dollar we invested in advertising, our proprietary process has successfully grown the brand from $0.8 Million per year to $2.3 Million, in a two-year period.

Areto made sure to respond to the customers complaint proactively and monitor the listing. This helped in increasing the Buy Box percentages. Sub cold Buy Box percentage got increased in one month.

We have successfully made UpcircleSeven yoga wheel a key player in the Amazon health & fitness space. Growth to date is over 200%.