Listing rewrite: conversion from 6.1% to 11.4% on the same traffic
Traffic was fine, sales were not. A rewrite built from the reviews, seven new images and A+ content nearly doubled unit session percentage without touching ad spend.
Published December 4, 2025
Conversion
11.4%
from 6.1%
Units
+87%
Ad spend
unchanged
Organic sessions, +8 weeks
+22%
| Metric | Before | After | Change |
|---|---|---|---|
| Sessions / week | 2,100 | 2,140 | +2% |
| Unit session % | 6.1% | 11.4% | +87% |
| Units ordered / week | 128 | 244 | +91% |
| Ad spend / week | $620 | $620 | — |
The challenge
The hero product had 2,100 sessions a week and a 6.1% unit session percentage, below the category's typical 9–12%. The title was a keyword string, the bullets described the product instead of the result, and the images were six product-on-white shots. The 1-star reviews all asked the same two questions the listing never answered.
What we did
- Read every review and Q&A on the listing and its top five competitors; the two unanswered questions became image two and bullet one.
- Title rewritten with the main keyword first and the buying reason second, inside 200 characters.
- Seven images: main, in-use, before/after, size comparison, ingredients, how-to, and a review quote. A+ with a comparison chart across the brand's three sizes.
- Backend search terms filled to the byte limit with the terms the title could not carry.
The results
Conversion rose to 11.4% within four weeks on the same sessions, which is an 87% increase in units with no change in ad spend. Because conversion feeds rank, organic sessions grew 22% over the following two months.
Why it worked
Traffic was never the problem, so more ad spend would only have bought more visitors who did not buy. The reviews and questions already said what shoppers needed to know before ordering. Moving those answers to the second image and the first bullet removed the doubt at the moment of decision.
What to check on your own listing
- Compare your unit session percentage with the typical range for your category before touching ads.
- Read your one-star and three-star reviews and list the questions they repeat.
- Give each image one job: show scale, show use, show the result, answer an objection.
- Write bullets that lead with the outcome and follow with the feature.
Our free listing score tool points to the weakest part of a page.
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