Low Conversion? It Might Be the Traffic, Not the Listing

When conversion rates drop, most brands start changing their copy, images, or A+ content.

Sometimes, that’s the right move.

However, often the issue isn’t the listing, but rather the traffic.

If your traffic doesn’t align with shopper intent, even the most effective will struggle to convert at a profitable rate.

Here’s how to know if traffic, not your listing, is the real problem.

1. CVR Breakdown by Keyword

Blended CVR doesn’t tell you much.

If one keyword converts at 18% and another at 2%, they shouldn’t be treated the same.

Low-performing terms drag down overall performance and distort reporting.

✅ Action:

Pull a search term report- segment by CVR. Pause or isolate any terms that consistently underperform.

2. CTR High, CVR Low? You’ve Got a Mismatch

If people are clicking but not buying, your offer is attracting the wrong intent.

This often happens with overly broad targeting, non-relevant search terms, or unnecessarily high bid placements.

✅ Action:

Audit top-click drivers. If they don’t align with your product’s actual use case, consider dropping or repositioning them.

3. Traffic Sources Are Mixed

Running Sponsored Products, Sponsored Brands, and DSP?

This approach draws traffic from very different sources, and not all of them convert at the same rate.  

✅ Action:

Segment performance by campaign type and placement. Not all channels should be held to the same KPIs.

4. High Spend, Low Session Value

When spend rises but session value drops, you're paying for traffic that either doesn’t convert or converts at a discount.

✅ Action:

Check session value across your top SKUs. Combine this with CVR and contribution margin data to identify where your traffic quality is falling short.

Before you rework your listing for the fifth time, take a moment to analyze your traffic.

Most of the time, it’s not about better copy. It’s about better targeting.

Want a breakdown of where your traffic is working and where it’s not?

We’ll review your keyword performance, traffic sources, and conversion funnels.

You’ll get a same-day action plan to cut waste and tighten targeting.

👉 Book your free audit at www.jumpstartaudits.com

Better traffic. Higher conversions. Fewer guesses.