Case Study : Feel Good Foods
Dumplings to Dollars: Feel Good Foods' 2484% Growth in Tough CPG Market
BEFORE MINDFUL GOODS
Feel Good Foods, known for its inclusive gluten-free snacks, was facing a tough year in the competitive CPG space. Despite a recent rebrand and a strong relationship with Whole Foods, rising competition on Amazon and in stores led to a dip in sales. The brand’s founder, inspired by her own celiac diagnosis, was determined to offer gluten-free snacks that didn’t compromise on taste or inclusivity. But with market changes and new competitors, they needed a more strategic approach to regain their momentum.
While they outperformed Whole Foods' 365 line in snacks and appetizers, Amazon’s complexity made maintaining visibility and sales increasingly difficult. VP of Marketing Sabrina Kautz recently underwent a rebrand with Feel Good Foods and said it presented the perfect moment to reassess their content approach. She realized that simply refreshing their content wouldn’t be enough without expert guidance on Amazon’s best practices. That’s when Sabrina turned to Mindful Goods for listing optimization, ensuring they made the most of their rebrand and boosted their results.
THE PROCESS
Feel Good Foods was guided through a strategic approach that focused on building a stronger presence on Amazon by leveraging SEO, Images and A+ content, and best practices for listing optimization. Given their extensive product portfolio of 27 SKUs, we worked closely with them to ensure each listing was optimized for performance. This included refreshing content with their new packaging, creating detailed, engaging product descriptions, and using data-driven SEO strategies to improve their rankings and then split testing along the way. We prioritized their most important retail partner, Whole Foods, ensuring that the listings on Amazon matched the in-store branding and consumer experience.
Category | Grocery & Gourmet Food
Stage | Emerging Brand
RESULTS
Enhanced Main Image
Product Images
A+ Content
Brand Story
THE RESULTS
The results were incredibly exciting. Despite a challenging year for CPG brands, Feel Good Foods saw impressive gains, with a 2478% increase in orders from the optimized A+ content, and an additional 6% increase from the updated images, bringing the total increase to 2484%. The A+ content alone drove an additional $18,731 in revenue compared to the original version.
Furthermore, Amazon projected that the optimized images would yield an additional $6,798 in revenue per ASIN over the course of a year, securing long-term growth potential for their product portfolio.
THE MAIN IMAGE SPLIT TESTING
Crafting the Perfect First Impression
Understanding the critical role of the main product image in capturing shopper attention, Mindful Goods implemented a strategic split testing approach for Feel Good Foods' listings. This process aimed to optimize visual appeal while emphasizing key product features.
The Testing Process
Multiple image variants were created, each designed to test specific elements and tested off Amazon in a safe environment on PickFu:
Visual appeal with eye-catching props (chopsticks)
Product presentation (food displayed in front of the box vs angled box)
Keyword callouts for quick information related to high intent search queries
The split test revealed a clear preference among shoppers for the third version, which was promptly implemented across the listings.
Refining for Maximum Impact
Building on these insights, we built an image to test on Amazon in a second round of testing combining the winning elements:
The popular "chopsticks" visual
A "gluten-free" badge for immediate product differentiation
During this time conversion perfomance was trending in the right direction and ad spend stayed relatively steady month to month for 60 days prior.
Impressive Results
This meticulous approach to main image optimization yielded significant results:
29% increase in sales within 30 days
By leveraging data-driven insights and iterative testing, Feel Good Foods was able to create a main image that not only caught the eye but also effectively communicated key product benefits, directly contributing to the brand's impressive growth on Amazon.
By the end of our partnership, Feel Good Foods was fully optimized for Amazon success and gained valuable insights to drive continued growth across all channels. Consumers responded positively to the clean ingredient list and chef-inspired convenience, solidifying Feel Good Foods as a top choice in their category and deepening the brands relationship with Amazon.
Beyond Creatives & On to PPC
After optimizing Feel Good Foods' creative content and SEO strategy, the brand enhanced their Amazon presence with a strategic PPC campaign led by digital marketing expert Niccolo Gloazzo from QBR Media.
This move significantly amplified their success on the platform.The refreshed creatives, particularly the A+ content, played a crucial role in the PPC strategy's success. Niccolo emphasizes the importance of quality content:
"I believe creatives are the #1 reason a brand can stand out from competition and create a competitive advantage."
Niccolo also shraed that the updated creatives had a substantial impact on Feel Good Foods' PPC campaigns, resulting in an 11% increase in conversion rate (CVR). Additionally, the performance of their PPC campaigns improved cumulatively by 385.1% after the listing copy and graphics were updated, driving even greater efficiency and returns.
The transition to elevated A+ content made running advertisements significantly more effective, as the enhanced product pages provided a more compelling destination for ad clicks.
In the competitive CPG space, elevated content often becomes the differentiating factor between brands. By combining their refreshed creatives with QBR Media's strategic PPC approach, Feel Good Foods not only improved their organic presence on Amazon but also significantly boosted their paid advertising performance, setting the stage for continued market share growth in the competitive gluten-free snack market for a brand that was already #1 in their category.
