In this case study, you will learn how Goat Consulting adopted our continuous improvement ethos in order to continually achieve Amazon selling goals for Minor Decliner. At Goat Consulting we believe the work is never done on an Amazon account. We act for our clients in a continual feedback loop of responding to feedback from customers, implementing those changes in merchandising & advertising, and measuring the results against our client's goals. This snowball effect builds compounding interest in product listing and Amazon Ad performance improvement that grows sales, helps in new product development, and creates happy customers. This case study will shine a spotlight on our success on Amazon with our client, Minor Decliner.
Minor Decliner is on a mission to provide the most robust, advanced, easy-to-use age verification systems and technology. They have created age verification systems and software that restaurants, bars, liquor stores, and retailers are able to use that keeps them compliant from ever increasing penalties and enforcement of age minimum sale of products. Minor Decliner reached out to Goat Consulting for help launching their store ensuring proper product identification set-up, Brand Registry, merchandising, Amazon Ads, and fulfillment support. What started as a successful launch turned into years of continuous improvement of listening to Amazon customer feedback and metrics that help Goat Consulting make product listing merchandising updates, improve Amazon Ads targeting, and implement new programs offered to Amazon.
Merchandising Continuous Improvement
Merchandising is especially important for a technology product like an age verification scanner. As Minor Decliner continues to release software updates and expand ID compatibility, it’s critical that Amazon listings reflect those updates and improvements. Goat Consulting helped build a strong Amazon brand presence by continuously refining key value propositions and utilizing rich media like images and video to better educate consumers on product capabilities. This feedback loop has helped inform future hardware and software development for Minor Decliner.
Keyword and Market Research
Using both Amazon tools and external software, Goat Consulting helped Minor Decliner understand what search terms customers are searching to find and purchase the ID Verification systems. This has helped us index our product on the search results page so customers can find the product we are offering to fulfill their need.
Key Value Proposition Testing
Throughout the years, we have continuously refined the product listing bullet points based on customer feedback, emphasizing key features, addressing pain points, and highlighting the capabilities our buyers care about most. This ongoing optimization helps Amazon customers make confident, informed purchase decisions when buying the age-verification system.
New Product Development
We continually use customer feedback to guide product improvements and new development. In 2024, Minor Decliner launched several new products and features to increase the value of the product for customers. This was a direct result of listening to customer feedback of what they want from products.
Amazon Ads Continuous Improvement
When we first launched on Amazon, Minor Decliner had never run any Amazon Ads. With a limited budget, our strategy was to start small and build upon our learnings. We began by running a limited number of Amazon Ad campaigns. As we gained data, we slowly scaled and refined the strategy by testing new campaigns and optimizing existing campaigns. This has helped us grow sales and reach our targeted customers more effectively. This is direct cost savings for Minor Decliner by only spending towards our goals.
Testing New Ad Campaigns
We're constantly testing campaigns and looking for new Amazon Ad formats to stay ahead. This ongoing testing helps us uncover what drives the best results and ensures we’re always adapting to Amazon’s evolving ad landscape. Utilizing different campaign types has allowed us to reach Amazon customers at different stages of the shopping journey, from awareness to purchase.
Finding New Targeting Keywords
We follow a recurring process of scraping keyword and search term discovery to find new and highly relevant keywords. This ongoing process helps us expand reach, improve targeting, and stay competitive by constantly updating campaigns with fresh, relevant search terms. We are always learning and responding to how Amazon customers are finding our products.
Optimizing Targeting
In order to use our Amazon Ads budget most efficiently, we review Ad reports to prevent wasted ad spend, improve efficiency, and ensure our budget is focused only on search terms that convert and align with our target audience and the goals of each campaign. This helps Minor Decliner be a more profitable business.
Amazon Reporting and Listening to Customers
We consistently monitor performance and customer feedback to guide improvements. We start by defining the key metrics or signals that are important to listen to, and then have a recurring system of tracking the metrics that guides us in the actions to take to reach our goals on Amazon.
Tracking Performance and Market Position
We use Amazon growth tools to discover new search terms shoppers use to find us and to analyze market share for our top-performing keywords. It also helps us track competitor performance, giving us valuable insights to refine our strategy and stay competitive in our category.
Listening and Responding to Customers
Both positive and negative feedback from Amazon customers is invaluable for understanding what our customers care most about. Reviews, questions, and support messages all provide us insight into where we make product listing improvements and content updates. When we find trends or similar feedback, we can take the appropriate action to proactively help the next customer.
Cycle of Continuous Improvement
Every touchpoint with Amazon customers is a signal for feedback. It tells us both what we are doing right and what we can improve on. We look beyond just the initial purchase but also measure the entire experience from order fulfillment to product use. Identifying trends in satisfaction or recurring issues allows us to continually raise the standard for our customer experience.
Word from our Client
"Goat Consulting has been a true partner in helping us navigate and grow on Amazon. Their professionalism, responsiveness, and focus on continuous improvement have made a big impact." - Ron Tobb, Founder of Minor Decliner
Conclusion
We hope that you have learned how Goat Consulting never stops its efforts in improving the merchandising and advertising performance for Minor Decliner and our clients. We implement best practices for product listings and Amazon Ad campaign set-ups, then continue to test our assumptions objectively through Amazon customer feedback and reporting. Through compounding small improvements over time, we can reach even the loftiest of client goals for selling on Amazon. If this case study resonated with you or you need help selling on Amazon, please reach out to Goat Consulting.