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.
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