Tracking Ecommerce Conversion Rates

A very easy way to improve your Amazon ads efficiency by at least 10% Let’s say you’re spending ₹4–5 lakhs/month on Amazon ads. Your ACoS looks okay. Conversion rate seems fine. But your gut tells you—you’re still wasting some money on irrelevant traffic You’re not wrong At Atomberg, we had found that some of our Amazon spend was going toward search terms that had no business seeing our ads: - “cheap fan” -“rechargeable fan” - “usb fan under 1000” None of these users were in-market for a ₹3,000+ BLDC ceiling fan. But we were still showing up. And paying for those clicks. And it’s not just us. I’ve seen 6–7 brands' Amazon ad accounts across categories over the last few years—same problem, every single time The fix? N-gram analysis Takes less than an hour. You don’t need to be a performance marketing expert. But the results compound What’s N-gram analysis? It’s breaking down every search term into its word components—1-grams, 2-grams, 3-grams—and then identifying patterns that consistently drive waste… or conversion. Example: “cheap rechargeable fan for hostel room” turns into: 1-grams: cheap, rechargeable, fan, hostel, room 2-grams: rechargeable fan, hostel room 3-grams: fan for hostel, etc. When you do this across all your search terms, you start seeing the real picture. Why this matters more than just checking your search term report: Search terms ≠ keywords a) One keyword can trigger 100s of different queries. Some convert. Most don’t. You need to find the patterns. b) Waste is diluted across low-volume terms. Maybe “rechargeable fan for hostel” spent ₹300. You ignore it. But what if 12 other queries with “rechargeable” spent ₹6,000 in total with zero conversions? c) Long-tail is infinite. N-grams are finite. You can’t negate every bad search. But you can block the core terms—“cheap”, “usb”, “mini”—once and be done with it. d) It helps you scale campaigns too. You can find goldmine phrases like “white ceiling fan”, “silent BLDC fan”, “fan for living room”—with 5x+ ROAS. Those became exact match campaigns What you should do: a) Pull last 3 months of search term data b) Break them into unigrams, bigrams, trigrams c) Create a pivot with spend, orders, ROAS by N-gram d) Negate high-spend, low-conversion N-grams (e.g., “cheap”, “rechargeable”) e) Boost high-ROAS ones (e.g., “bldc”, “ceiling fan white”) f) Add exact match campaigns g) Rinse and repeat monthly Try it. Guaranteed to improve efficiency at whatever scale you are operating If you want to read an expanded version of the post, link is in the first comment

I’ve spoken to 250+ e-commerce founders in the last 2 years. And know their problems like they were my own. Top 3 concerns most founders have: – ads don't convert high enough  – ROAS is negative or barely there – site's conversion rate is below 2% This is AFTER they've tried everything. Different creatives, copy, targeting.  Taking traffic to different PDPs. And this only gets worse: – ad spends keep going up – competition only increases – and the website still doesn't convert If nothing is done about it,  the ad spend eats into profits, and turns it into losses. That's a place you want to avoid at all costs. ____________ So here's the 3-step solution I recommend if you're in this situation: 1. Start with fixing what gets the highest traffic. Check Google Analytics to see which page is getting the highest landing traffic. Most likely it's your product page or collection page. If it's a product page, check add-to-cart rate. You should be concerned if it's below 10%. If it's a collection page, you should be concerned if the bounce is over 30%. 2. Next, check the heat maps for that page. Use Microsoft Clarity (it's free). Otherwise use Crazyegg, since that gives overlay heat maps too (like navigation CTRs). If it's a product page, check: – what % of people even see your add to cart CTA? – what % of people read the description?  – what % of people see the images? Based on this, find the weak point and improve that. If it's a collection page, check: – how many products do people see on avg? (use scroll maps for this)  – how many products are viewed by one user? (use GA for this)  – how many user filters to narrow their results? 3. Lastly, create the solution. The solution is the design + copy combination. Which is either a new section or an improved version of an existing section. I'd suggest you make this improved version and A/B test it using tools like Intelligems, Convert. ____________ You can take inspiration from competitors on the solution. But only after you've identified what's the problem on your site. More you get comfortable with analytics and insight tools like heat maps, the more you'll move in the right direction. And if you need help, feel free to connect with me on DM. Pro tip: Run a "survey" on your most landed page type. Ask people why they don't buy. And DO NOT include "price is a concern" as an option. Rather keep this open ended first and see what responses you get. Show this on exit intent. 

Last week a client asked me why their Amazon listing wasn’t selling. They had traffic. But their conversion rate was stuck at 5%. We didn’t touch the price. We didn’t touch the ads. We focused on the listing itself. The first image was cluttered. The title was stuffed with keywords. And the bullets? They were just features. Here’s what we did. We swapped the first image for a clean product shot on a white background with one bold benefit overlay. We rewrote the title to highlight the outcome, not just the specs. We flipped the bullets from “what it is” to “what it does for you.” Example: Instead of “Stainless steel, 500ml capacity” → “Holds a full day’s hydration without leaving a metallic taste.” Small changes. Big impact. The result? Conversion rate lifted from 5% to 11% within two weeks. That’s more than double the sales with the same traffic. The lesson? Most ecomm businesses don’t need more clicks. They need product pages that tell a story and solve a problem. What’s the one thing you’d change first on your own listing?

Amazon dropped one of the biggest Sponsored Products updates we’ve seen in a long time (and personally was waiting for): ->audience targeting inside SP and the ability to create custom ones with AMC. Most advertisers are going to butcher this. They’ll pile audience bid boosts on top of existing ranking structures, placement modifiers, legacy bids — and then wonder why their campaigns nosedive. That’s how you torch your signals and bleed efficiency. Here’s the approach — the same structure we’re running across multiple brands: 1. Build your audiences inside AMC. This is the only place you’ll get truly clean data. Do not be lazy and use the ones you have available by default, they are mid to upper funnel audiences (which might work if that is what you wanna go after). But now you have access to AMC, so no excuse not to customize the audience based on your target. How to: Go to your ad console -> measurement and reports ->AMC → Use Cases → Audiences → pick the behaviour (ATC, PDP views, click-no-purchase, etc.) → create to Audience Hub. 2. Do not slap audience modifiers onto existing campaigns. If a campaign has a purpose — ranking, defence, etc — stacking audiences on top of it just corrupts the whole bidding logic. And if you’re already using placement modifiers, mixing them with audience modifiers is a guaranteed mess. 3. Create a separate SP campaign built only for the audience. Low base bid - start with half of the lowest suggested. Attach the AMC audience. Modifier applies only to that audience (at least 100% and increase this as needed). This isolates the traffic, preserves signal quality, and gives you a clean testing lane. The outcome across every brand using this structure has been identical: higher conversion rate, lower CPC, better margin. Same budget — just higher-quality traffic. The rule is straightforward: pick the audience that aligns with your objective. Don’t target everything. Fix the biggest gap in your funnel first. I’ve mapped out every audience, organized them by funnel stage, and included recommended starting points. Comment ME and share this post, and I’ll send you the file. #amazonad #amazonadvertising

Traffic vs Conversion — Why Fixing the Listing Beats Buying Ads 🎯 Here's a math problem most e-commerce brands get wrong: You're spending ₹50,000/month on ads. Your listing converts at 5%. You get 10,000 visits → 500 orders. Now instead of doubling your ad spend, you fix the listing: Better title. Sharper bullets. Stronger images. A+ content that actually sells. Conversion jumps to 8%. Same 10,000 visits → 800 orders. That's 300 extra orders — without spending a single extra rupee on ads. 💡 The uncomfortable truth: Most brands are pouring money into a leaky bucket. They're buying traffic to a listing that: ❌ Has a title stuffed with keywords but says nothing compelling ❌ Uses stock-quality images that don't differentiate ❌ Has bullet points that read like a spec sheet, not a sales pitch ❌ Has zero A+ content or a generic brand story nobody reads Ads bring people to your door. Your listing decides if they walk in — or walk away. What we've seen after optimizing 200+ listings at Backbone Consultancy 📈 Average conversion lift: 40-60% (without touching ad spend) 📉 ACoS drops naturally when more clicks convert 🔁 Organic rank improves because Amazon rewards conversion Fix the foundation first. Then scale with ads. Not the other way around. The next time you're about to increase your PPC budget, ask yourself: "Is my listing actually ready to convert that traffic?" If the answer isn't a confident YES — you know where to start. 💬 What's your experience — have you seen better ROI from listing optimization vs. ad spend? Drop your thoughts below. #Ecommerce #AmazonSelling #ConversionOptimization #D2C #AmazonIndia #PPCStrategy #ListingOptimization #BackboneIndia #EcommerceGrowth #DigitalCommerce

The conversion rate lie. When I first started working on funnels, I thought low conversion rates were a design problem, the wrong colour CTA, a headline that needed tightening, a layout tweak. I’d jump straight into optimisation. Testing lots. And every time, not much changed. Here’s the truth I was too slow to learn… a bad conversion rate might well be a positioning problem pretending to be a performance issue. If the audience who arrives on your page doesn’t believe the offer is for them, or doesn’t believe it’s worth the cost, you can change the button from blue to green all you like. Nothing moves. And you can see this assumption often: • ads attracting the wrong audience, then blaming the landing page • offers that sound generic, then wondering why nobody converts • teams debating micro copy while the core value proposition is still vague • stakeholders demanding “more traffic” when relevance is the real missing piece Here’s what actually works… fix the why before you optimise the how. 1. Know exactly who it’s for. Be specific. Don’t try to sell to “everyone.” Speak directly to the person who actually needs what you’re offering. 2. Explain the value clearly. Make the benefit feel bigger than what they have to give up (time, money, effort). They should instantly think, “That’s worth it.” 3. Send people to the right place. Don’t send people who barely know you to a page asking them to make a big commitment. Warm people up first. 4. Make sure your ad and your page say the same thing. If the advert promises X but the page delivers Y, people leave. Fast. Keep the story consistent. Check everything, and test. 5. Fix the message before fixing the design. Pretty pages don’t convert bad ideas. Only tweak layout and colours after you’re sure the offer and audience match. If the audience isn’t right, or the promise isn’t strong, no amount of performance marketing can save you. You can’t optimise your way out of a positioning problem. Where in your funnel are you treating a strategic issue like a performance issue, and what would change if you fixed the “why” first? If you want your funnel to convert because it’s positioned properly, not just decorated nicely, DM me, I help teams fix the strategic foundations before they touch the buttons.

You can't fix a low-star Amazon product with more ad spend. I watch sellers do this constantly. Sales are soft, so they turn up the PPC. More traffic, same weak conversion, and now they're just paying to send more people to a page that wasn't converting in the first place. It's like pouring water into a leaky bucket. The BUCKET itself is the problem, not the hose. Before you scale spend, seal the listing. That means three things working together: The imagery has to carry the weight a physical product can't. Shoppers can't touch it, so your main image, your lifestyle shots, and your video are the product as far as their decision goes. The copy has to answer the real questions (what it is, why it's better, and what's making them hesitate) instead of reading like a pile of search terms. And the reviews have to earn trust, because a wall of complaints about packaging will sink conversion no matter how good your ad targeting is. Once the bucket holds water, then you pour. Ad spend amplifies a listing that already converts. It can't rescue one that doesn't... it just drains faster. So the order matters. Fix the page, then fund the traffic.

Keyword count and revenue have zero correlation on Amazon, but sellers keep optimizing for the wrong metric anyway The listing ranking for 300 keywords just got outsold five to one by a competitor with 30 indexed terms Amazon's algorithm doesn't grade the quality of listing content It doesn't care how clever the bullet points are or how many A plus modules got built The algorithm tracks one thing: conversion rate per keyword When Amazon shows a listing for a search term and shoppers click but don't buy, the algorithm learns that product isn't the right match for that query Keep sending non converting traffic and Amazon stops showing the listing entirely, even with perfect indexing The disconnect happens because sellers treat keyword optimization and conversion optimization as separate projects They build massive keyword lists targeting every possible search variation, then watch organic rank drop despite perfect indexing across hundreds of terms Amazon gives limited traffic to prove a listing deserves more Each keyword gets tested with a small batch of impressions to see if that traffic converts into sales Pass the test and Amazon expands reach Fail and the listing gets throttled back or removed from that search result entirely The practical fix starts with the search term report sorted by conversion rate Identify which keywords actually close sales above account average Those are the terms where the listing solves the exact problem the searcher has and the offer beats the competition Everything below average conversion rate needs surgical removal Either negate those terms in PPC or deliberately de optimize to stop ranking organically Low converting keywords drain overall listing performance and train Amazon's algorithm to reduce visibility Build keyword strategy around conversion performance, not search volume or indexing count

How we took a coffee brand from $48K/month to $171K/month in 11 months This coffee brand had a product customers genuinely loved. On its own website, buyers kept coming back. But on Amazon, almost nobody could find it. The listing was thin. The Store page did not exist. More than half of sales came from ads. And ad spend was being wasted on searches like “coffee maker” and “coffee grinder” that were never going to convert. The problem was not the coffee. It was the lack of an Amazon growth system. So instead of immediately changing bids, we rebuilt the foundation first. We focused on: • Demand intelligence to identify searches with real purchase intent • Listing optimization using the language shoppers were already typing • Rich brand content, a Store page, stronger images, and video • A restructured PPC engine across brand, category, and competitor campaigns • Multipacks and Subscribe & Save to turn one-time buyers into repeat customers • External demand through email, creators, Google Shopping, and Amazon Attribution The results after 11 months: Before Monthly revenue: $48K ACOS: 41% TACOS: 24% Conversion rate: 9.1% Subscribe & Save customers: 610 Organic sales: 42% Reviews: 240 After Monthly revenue: $171K (+256%) ACOS: 24% TACOS: 8.6% Conversion rate: 14.6% Subscribe & Save customers: 4,900 Organic sales: 64% 2,100+ reviews Click-through rate increased by 65%. And the brand became the #1 Best Seller in its coffee subcategory. The takeaway: Amazon growth is not one tactic. It is the compound effect of better demand, conversion, advertising, retention, and profitability. Build the foundation first. Then scale the system. #AmazonSeller #AmazonFBA #AmazonPPC #CoffeeBrand #EcommerceGrowth

Your conversion rate dropped. And your first instinct was to blame the ads. That is exactly how brands make the problem worse. They cut bids. Rewrite copy. Swap images. Pause keywords. Meanwhile, the real issue is sitting in their inventory dashboard. We see this constantly. Once a brand drops below 30 days of inventory coverage, conversion rate can fall fast. Not because the product became less appealing. Because Amazon has less inventory available to distribute across the country. That changes delivery speed by region. One shopper sees 2-day delivery. Another sees 5–7 days. Same product. Same listing. Very different buying experience. And slower delivery quietly kills conversion. Our preferred target is 45 days of inventory checked into Amazon. Here is how we manage it: We calculate a 30-day unit run rate. When velocity changes quickly, we use the last 14 days. Then we calculate days of coverage. Below 45 days, we flag it. At 30 days, we start getting uncomfortable. Below 30? You are no longer managing inventory. You are gambling with conversion rate, ranking, and ad efficiency. One brand we worked with reached a top-10 BSR in under a month after launch. Strong demand. Aggressive budgets. Great momentum. Then inventory started running low. So we reduced daily ad spend. That felt wrong in the moment. But burning through the remaining stock would have been worse. Protecting the rank we had already built mattered more than forcing another few days of revenue. Here is the hard truth: Your ads cannot fix slow delivery. Your keywords cannot fix poor inventory placement. And your bids cannot fix a product Amazon cannot distribute properly. Before you touch the campaigns... check your days on hand. Sometimes the ads are not the problem. They are just where the damage becomes visible.