Traffic is fine. Conversion isn't.
Sessions are up. Orders aren't following. And nothing in the dashboard says why.
Conversion usually breaks in one of three places: who you're reaching, what they see, or what you promise them.
Conversion is the number everything else depends on
Every ad dollar and every ranking position depends on it. A listing that converts at half the category rate needs twice the traffic to sell the same amount, and ranks lower while it does.
That's why low conversion rarely looks like a conversion problem. It shows up as expensive ads, flat rank, and a budget that keeps needing to go up.
The wrong people are arriving
Before the listing has a chance, the targeting decides who shows up.
- Broad and auto campaigns matching searches your product doesn't answer. Clicks from people who were never going to buy. They lower your conversion rate and tell Amazon the listing is a poor match.
- Keywords that describe the category, not your product. A shopper searching the category term often wants something your listing isn't.
- Competitor targeting on products that aren't comparable. Showing up on a listing at a third of your price earns clicks from curiosity, not intent.
- A search term report that doesn't get read. It shows exactly which searches you paid for, and which of them never had a chance of converting.
What they see when they get there
The right shopper arrives. Now the listing has to win, and it wins on the images. Shoppers decide on what they see. Few read the bullets.
- A main image that loses in search results. Before anyone opens the listing, the main image is the whole pitch, sitting next to five competitors.
- Images that list features instead of showing benefits. What the product does for the buyer, not the spec sheet.
- Nothing that shows why yours and not the one beside it. If the images could belong to any listing in the category, the shopper has no reason to pick this one.
- A+ content that repeats the bullets. Space that could handle objections, used to say the same thing twice.
- No video, in a category where competitors have it.
- The delivery promise. A four-day estimate next to a competitor's one-day can lose the sale before anyone reads a bullet. Where your stock sits decides that date.
Fifteen minutes, no call required
Search your main keyword on your phone, as a shopper would. Look at your listing next to the five around it.
Does your main image win? Is your delivery date as fast as theirs?
Then pull your search term report for the last 30 days. Sort by spend and look at the top 20 terms with no orders.
Would someone looking for your product have typed them?
If the image loses, it's creative. If the date loses, it's inventory position. If the terms look wrong, it's targeting.
How we fix this
- Images first. Shoppers decide on the images, so the image set does the selling. Every image shows a benefit, and at least one shows what makes the product different from the listings beside it.
- Images made for the searches we're going after. When we're working to rank for a specific search intent, the images are built for that intent. A shopper searching for a calming chew needs to see calm, not a list of ingredients.
- Targeting cleaned up to match. The search term report and Search Query Performance show which searches bring buyers and which only bring clicks. Terms that can't convert get cut, and the budget goes to searches where the listing is the right answer.
- Delivery, where it's costing the sale. If the delivery date is losing to competitors, the fix is where the stock sits, not the listing.
- Tracked every week. Conversion rate by product against the category benchmark, and on every call you see where each one stands.
Creative and targeting, fixed together
They sold on Meta only and worried Amazon would just move revenue around. We built the listing, fixed the creative for conversion, and put ads behind demand that already existed. Their direct sales didn't drop.
Read the full case →The creative was rebuilt for conversion, and the ads only went where people were already searching. That's both halves of this page, in one account.
Let's find where the sale is lost
We'll audit the targeting and the listing and show you where shoppers drop off, with the search term data behind it. If it's a fit, we talk about working together. If it isn't, you keep the audit.
Book a call (opens in a new tab)Engagements start at
$2,000/month
Month-to-month for the first three months.