The blk. company, headquartered in southern California, was founded in 2011 by two sisters—Jacqueline and Louise Wilkie—who were researching health products to assist their mother who had been diagnosed with cancer. While evaluating many so-called “miracle” aids that made dubious claims to relieve pain and boost the immune system, they finally discovered a product—fulvic acid—that significantly improved their mother’s overall energy level while battling the disease.
They were so impressed with the effect it had on their mother, that the sisters eventually decided to bottle the fulvic acid as a functional mineral water for improving health and increasing optimal performance. Their new beverage infused with fulvic acid naturally turned the water black. Rather than conceal it, the sisters decided to fully go with the black color and brand the drink blk. The black mineral water became an instant hit.
Today, their fulvic acid enriched products come in a variety of flavors such as black & blueberry, black cherry, and dirty lemonade. All blk. water is alkaline with a ph8+ and has zero calories, zero sugar, and zero carbs. blk. also has concentrated drops to quickly deliver the fulvic acid formula for restoring energy, increasing nutrient absorption, and support a healthy gut. The black mineral-infused water is sourced from multiple locales that include springs and aquifers in the United States and Canada.
While black mineral water was clearly making a significant impact within the health and lifestyle market, blk. wanted to optimize and improve their overall online sales, especially in the giant Amazon marketplace. However, blk. was unsure of the exact strategy or specific tactics required to best accomplish this goal effectively without expert guidance.
During the course of their research, they connected with SellerSlice and its founder/CEO, Duke Kroll. Duke, a former Amazon executive, said, “We were very excited to work with this unique brand and help them increase their traffic and optimize their listings for conversions in the competitive Amazon digital space.”
“With an enhanced online marketing strategy coupled with our expertise in advanced product optimization, Diono should place near the top of their category in the Amazon Marketplace and as a result enjoy significant increases in sales.”
Duke Kroll, CEO of SellerSlice
The SellerSlice Impact
SellerSlice was eager to get started with reviewing and optimizing all of blk.’s black mineral water products in the Amazon marketplace. They went to work on these listings in May 2021. The first order of business was to create best-in-class Amazon listings for these products that would increase consumer impressions via search engines and drive conversion rates at Amazon’s product pages.
To do so, SellerSlice focused its efforts on reengineering the listings by making them more informative while simultaneously streamlining the overall consumer shopping experience. Duke Kroll said, “Eye-catching visual assets were incorporated into the product listings along with optimized text placement that included the top keywords searched for by consumers of health drinks.”
In addition to adjusting major components of each brand listing such as the title and description, the metadata for the individual listings were also fine-tuned to make every black mineral water product easier to find in Amazon’s competitive and comprehensive catalog. Lastly, SellerSlice optimized “A+ Content” for blk. products. This is an advanced Amazon feature that enables brands—such as blk.—to call out product specific features by including a unique brand story, enhanced images, and text placements.
After the optimization process was completed by SellerSlice, blk. began to rapidly experience positive results. For the months of May and June 2021, revenues increased by 25% compared to the prior two months. The number of orders increased by 24% for the same time period along with a 17% increase in conversions of blk. products. Moreover, the average order value (AOV) increased from $28.19 to $29.36.
As a result of SellerSlice’s strategy and optimization tactics, blk. experienced its largest sales day ever on Amazon’s Prime Day—an annual event for Amazon Prime members with more than one million deals worldwide. Also, by working with SellerSlice, blk. was able to gain access to exclusive Amazon beta programs not ordinarily available to other sellers.
The success of working with SellerSlice has now been expanded into other exciting spaces such as Amazon Canada, Amazon Mexico, and Walmart’s online marketplace. Duke Kroll said, “We are very excited to take blk. products into these digital markets and further increase their market share over the coming months.”