Case Study: Blake's

From Break-Even to Profitable: How Blake's Increased Amazon Orders by 472% in Just 30 Days

BEFORE MINDFUL GOODS

Blake's is an allergen-free kids' snack brand founded by Blake, who has a nut allergy. The company designs nut-free snacks with a focus on inclusivity across all snacking occasions for school and home. As a 4-person team handling all Amazon advertising and operations in-house, they had taken their brand as far as they felt they could on Amazon before seeking external help.

The Challenge:

• Breaking even on Amazon with minimal profitability

• Content created in-house or through various contractors lacked cohesive conversion strategy

• Knew they had a content problem but were overanalyzing advertising instead

• CPG challenges made Amazon performance unpredictable

• Needed to focus on profitability as their first key metric

Previous State:

• Break-even performance on Amazon

• Fragmented content approach without data-driven strategy

• Missing conversion-focused design elements

• Limited organic keyword ranking improvements
  
  
  

THE PROCESS

Blake's partnered with Mindful Goods for a complete holistic redesign of their Amazon presence, focusing on three major elements: A+ content, main product images, and secondary product images.

Our Proven Creative Optimization Process:

1. Pull ALL the Data First Before designing a single image, our team conducted deep analytics across multiple data sources:

• Keyword reports and Search Query Performance analysis

• Customer insights and psychographic research

• Competitor analysis through comprehensive market research

• Performance metrics evaluation

• Custom review analysis to understand customer pain points

• Identified keyword gaps in brand analytics for content optimization

2. Synthesize into Strategic Brief From the data analysis, we:

• Identified top selling points for allergen-free positioning

• Mapped key pain points around allergen concerns and school-safe snacking

• Created detailed briefs for each image based on emotive language from avatar research

• Developed psychographic insights to guide visual storytelling

• Incorporated keyword gaps and search queries into content strategy

3. Design & Test with Purpose Every creative element included data-backed reasoning:

• Mobile-first design approach (critical since 60%+ of Amazon shopping is mobile)

• Utilized conversion-focused design principles

• Created cohesive brand storytelling across all touch points

• Designed with quick feedback loops and optimization via PickFu

4. Validate with Amazon Data

• Manual upload and tracking approach (no Amazon split testing due to complete rebrand)

• 30-day data validation periods for each ASIN

• Before/after comparison using 3-month baseline periods

• Real Amazon traffic validation through organic performance tracking

Client Experience: "It was great. Super communicative. The design briefs were very in-depth and fantastic, and the feedback was pretty seamless. It definitely exceeded expectations on the first initial draft. A lot less feedback on our end than we actually needed. It was almost perfect on day one."

Source: PickFu

Methodical Implementation:

• Manual Upload Strategy: All content was uploaded manually rather than using Amazon's MYE, allowing for swifter tracking across multiple asins.

• Phased Rollout: Content was updated across different ASINs on different dates to allow for proper measurement.

• Complete Rebranding: The content was outdated which allowed for complete rebranding of all Amazon content, rather than making incremental changes.

Process Excellence:

• Comprehensive Design Briefs: Mindful Goods provided detailed, in-depth design briefs that set clear expectations and direction

• Seamless Feedback Loop: The feedback process was smooth and efficient, with better-than-expected results on initial drafts

• Exceptional First Draft Quality: Blake's team was impressed by the quality of the first draft, describing it as "almost perfect on day one" with minimal feedback required

The process demonstrated a level of expertise and communication that exceeded Blake's expectations, particularly coming from their previous experience with various contractors and in-house efforts.

SEARCH INTENT OPTIMIZATION

Our data-driven approach revealed critical opportunities in Blake's organic search performance:

Keyword Ranking Improvements:

• Comprehensive organic keyword ranking improvements across all target terms

• All keyword movements showed positive trajectory (green arrows across all tracked terms)

• Enhanced search volume performance in targeted categories

Organic Performance Results: Data from DataDive showed substantial organic ranking improvements, with green arrows indicating upward movement for multiple keywords. For example, one keyword improved from position 37 to position 22, representing a 15-position improvement in organic rankings.

Category | Grocery & Gourmet Food

Stage | Emerging Brand

RESULTS

• Enhanced Main Image

• Product Images

• A+ Content

• Brand Story

Source: DataDive

THE RESULTS

The content optimization delivered results that exceeded Blake's expectations across multiple key metrics, transforming their Amazon channel from break-even to profitable.

Traffic & Conversion Improvements

Individual ASIN Performance:

• First ASIN: 78.69% increase in sessions, 57.89% increase in orders

• Second ASIN: 9% increase in sessions, 17.86% increase in orders

• Third ASIN Group: 56.73% increase in sessions, 63.72% increase in orders

• Fourth ASIN Group: 30.76% increase in sessions, 14.72% increase in orders

• Additional ASINs showed consistent positive performance across all metrics

Cumulative Results:

• 342% increase in total sessions

• 472.58% increase in total orders

• Significant conversion rate improvements:

  • One ASIN achieved exceptional 141.7% conversion rate improvement (24% → 58%)

  • Multiple ASINs showed steady conversion rate gains (19% → 21%, 20% → 21%, 30% → 31%)

  • Overall conversion efficiency improvements across the product line

Source: Smartscout

Conversion Rate Optimization

• 7 of 8 ASINs showed improved click-through rates

• Average CTR improvement of +0.30 percentage points across optimized listings

• Best performing ASIN achieved 59.2% CTR increase

• Significant improvements across key products: +17.8%, +17.3%, and +19.3% CTR increases

Performance Consistency: All updated ASINs demonstrated improved conversion rates, with the majority showing double-digit percentage improvements in their ability to convert browsers into buyers.

Revenue & Profitability Impact

Business Transformation:

• Moved from break-even to strong profitability

• Revenue continued increasing despite reduced ad spend

• Improved channel profitability in challenging CPG environment

Advertising Efficiency:

• Reduced ad spend while maintaining revenue growth

• Shifted from break-even to profitable channel performance

• Focused budget allocation on profitability vs. pure volume

Amazon Data Validation: Amazon's own reporting graphs confirmed the performance improvements, with clear upward trends in units ordered starting from each content update date (marked with red dots on their internal graphs).

Long-term Strategic Impact

Operational Benefits:

• Holistic redesign approach eliminated need for multiple contractors

• Streamlined content strategy with conversion-focused approach

• Data-driven validation provided clear ROI metrics

Market Position:

• Enhanced organic search visibility

• Improved competitive positioning in allergen-free snack category

• Stronger brand presence across Amazon touchpoints

Client Testimonial: "I'm not surprised that the content definitely helped. I'm surprised by how much it helped. It definitely led to a lot more improvements in conversion, sessions, and orders that allowed us to make this channel far more profitable, which is super challenging in the CPG world."