Pawbreakers
From Meow to Wow: How We Broke Pawbreaker’s Daily Sales Record Through SEO & Smart Split Testing
Client
Pawbreakers
Category
Full Account Management
Website
pawbreakers.com
Timeline
3 months
Service
Pets
Problems
Pawbreaker, a brand offering all-natural catnip balls for feline enrichment, had a fun and functional product but was hitting a plateau in daily sales and organic visibility. While the product itself had great potential, sales were fluctuating unpredictably and lacked the momentum needed to scale. Despite previously running PPC campaigns, results had become stagnant, and performance had started to depend too heavily on paid visibility rather than organic traction. Additionally, backend SEO was outdated, keyword targeting did not reflect recent search trends, and conversion rates on the listing had flattened. The team knew they needed to adapt to evolving shopper behavior and competition, but lacked the internal tools and expertise to run rigorous SEO testing, listing experiments, or keyword strategy updates. Their main image had never been tested for performance, and backend optimization had been untouched for months—meaning the listing was under-leveraged despite good reviews and product-market fit. Without immediate intervention, Pawbreaker risked getting buried by trendier alternatives and losing momentum right before key seasonal windows. That’s when we stepped in to refresh the brand’s Amazon presence with a data-driven, algorithm-aligned strategy to push past previous performance ceilings.
Challenges
Working with Pawbreaker presented some very specific challenges, especially considering we had to grow sales without relying on traditional advertising levers. First, the product existed in a highly competitive category—pet toys, and more specifically, catnip-based enrichment items. Competing listings had already built strong organic foundations and keyword rankings, while Pawbreaker had seen its own rankings fall due to SEO neglect and PPC phase-out. Our task was to reverse-engineer that drop and inject new keyword vitality into the listing through backend updates alone. Secondly, there was no existing A/B testing history for images, which meant we had no insight into how much of their traffic was being lost at the CTR level. Third, we had to find a way to boost conversion rate and visibility organically, as PPC had been turned off entirely to preserve margins. It was critical that any changes we made had an immediate and measurable effect. Lastly, success depended on precise keyword targeting—we had to identify and inject the exact terms people were actively searching (like “catnip ball” or “natural cat toys”) and then monitor ranking shifts in real time to confirm uplift. This required close tracking, smart diagnostics, and timely implementation to deliver meaningful sales impact.
Solution&Results
We took a dual-pronged approach to revitalize Pawbreaker’s performance: first through a second round of backend SEO injection, and second via main image split testing. The SEO overhaul was grounded in the latest Amazon search trends—we reviewed fresh data on emerging keyword traffic, identified high-opportunity terms with 10,000+ monthly search volume (such as “catnip balls”), and seamlessly embedded them into the backend of the listing. This aligned the product with current shopper behavior and boosted its relevance across Amazon’s ranking algorithm. Simultaneously, we launched a new main image split test, using lifestyle elements and visual focus enhancements to elevate click-through rate. The results were immediate and dramatic. Pawbreaker hit a new all-time daily sales record of $450, with organic ranking gains visible across major keywords. In just 7 days, the listing gained 15 organic ranks, particularly for its most competitive term, without any PPC spend. This surge in performance proved that our SEO strategy and visual testing were working hand in hand to drive visibility and conversion. The brand is now scaling with a stronger organic foundation than ever before. Our plan going forward? Keep testing, keep optimizing, and keep breaking records—one catnip ball at a time.
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