Lani Athletics

Home & Lifestyle Amazon Performance Case Study

One Bowl, Endless Possibilities

A February–May Amazon performance turnaround for a handmade concrete décor brand — UGC-driven ad creative and funnel restructuring cut TACoS 36.5% and lifted conversion rate 25.9%.

Lani Athletics handmade concrete decorative bowl in black, filled with fruit, on a marble counter
+4.5%
Total Sales Growth
−37.8%
PPC Spend Reduction
+25.9%
CVR Improvement
−36.5%
TACoS Reduction
Feb → May  |  $1,335 → $1,395 in Total Sales, on 38% less ad spend
The Challenge

Ad spend was outpacing revenue

In February, Lani Athletics’ Amazon account was structurally unprofitable: ad spend ($1,551) exceeded total sales ($1,335) for the month. Creative built around polished studio shots wasn’t converting enough of that paid traffic into orders to change the math.

Diagnosis: This wasn’t a traffic problem — it was a trust problem. Paid clicks weren’t converting because nothing in the ad creative or listing addressed why a shopper should believe a handmade concrete bowl was worth the price.
Total Sales$1,335.38
Ad Spend$1,551.47
TACoS (Real ACoS)116.18%
CVR (Unit Session %)8.32%
Net Profit Margin−108.47%
Strategy Implemented

A funnel-driven, framework-based UGC strategy

01

Framework-Based Content

Polished studio shots were replaced with authentic Problem/Solution unboxing videos built on a Hook-Body-CTA framework, addressing real customer pain points pulled directly from competitor reviews.

02

Strategized Ad Funnel

UGC was deployed across the entire shopper journey — high-energy hooks in Top-of-Funnel Sponsored Brand Videos, and detailed testimonial UGC in the Image Gallery to close the sale.

03

Outlined Social Proof

A+ Content was rebuilt around real-life usage cases — the bowl as fruit bowl, snack bowl, decorative piece, and key holder — so every piece of content served a strategic purpose in lowering the barrier to purchase.

04

Targeting Efficiency

Higher click-through rates from the new creative improved ad quality scores, lowered CPCs, and increased traffic relevancy — compounding directly into the PPC spend reduction below.

The Sequencing Principle
Trust content earns the click before price ever has to. Once the creative did the convincing, the same — and eventually lower — ad spend produced a healthier account, without discounting the product.
One SKU, Four Buying Occasions
The real usage cases the UGC and A+ Content were organized around
Lani Athletics concrete bowl shown styled as a fruit bowl, snack bowl, decorative bowl, and key holder
The Impact

Month-by-month performance

Total Sales
Revenue held steady and grew 4.5% while ad spend fell 37.8%
Conversion Rate
Ad clicks turning into orders
Overall CVR
PPC CVR
Advertising Cost of Sale
Lower is better — the "ad tax" falling
TACOS
ACOS
All KPIs, One View
Percent improvement vs. the February baseline — ad-cost metrics show their reduction
MonthSalesOverall Conv.PPC Conv.ACOSTACOS
February$1,3358.32%6.15%156.83%116.33%
March$1,88510.44%9.77%122.19%104.73%
April$1,72810.48%8.98%93.52%73.89%
May$1,39510.48%8.98%93.52%73.89%
TACoS fell from 116% to 74% — not by spending more, but by giving shoppers a reason to trust the product before they ever clicked buy.

Ready to turn ad spend into trust, not just traffic?

Partner with Vortex Wise