Step-by-Step: How to Fix a Declining Conversion Rate

1. 🔍 Diagnose the Root Cause

Use Seller Central reports + customer feedback to determine why buyers are clicking but not purchasing.

Use These Tools:

• Business Reports → “Order Item Session Percentage” (conversion)
• Buy Box % → Are you winning the Buy Box?
• Customer Reviews → Are negative themes emerging?
• Return Reasons → Any patterns in returned products?
• Price Tracking → Use Keepa/Helium 10 to monitor competitor pricing

2. 🏷️ Optimize Pricing

If you're being undercut by others:

• Reprice competitively, but intelligently (avoid race to the bottom)
• Use a repricing tool (e.g., Aura, Seller Snap) if necessary
• Consider bundling or adding value instead of cutting price

3. 📸 Improve Listing Content

Poor images or unclear descriptions kill conversions.

Upgrade:

• Main Image – Clean, clear, high-resolution, white background
• Infographics – Highlight use cases, benefits, dimensions
• Lifestyle Photos – Show product in real-world use
• Title/Bullets – Be clear, benefit-driven, and keyword-rich

4. 🌟 Boost Reviews and Ratings

Low review volume or recent negatives hurt credibility.

Action Steps:

• Use Amazon’s Request a Review button on recent orders
• Enroll in Vine Program (if Brand Registered, for new ASINs)
• Address negative reviews by improving quality or instructions

5. 🛍️ Check for Buy Box Loss

If you’re not winning the Buy Box, your conversion rate will tank even if people click your listing.

Fix it by:

• Improving fulfillment speed (use FBA or faster FBM)
• Offering competitive pricing
• Keeping stock levels high

6. 📦 Enhance Product Quality or Packaging

Check for hidden quality issues:

• Are returns increasing?
• Are reviews mentioning defects, missing parts, or confusing use?

Work with your supplier to address real defects or redesign packaging if damaged in transit.

7. 📊 Split-Test with A+ Content (Brand Registered Only)

Use Manage Your Experiments in Seller Central:

• Test new titles, images, or A+ content
• Measure which version improves conversion

8. 💡 Add Social Proof or Authority

If appropriate:

• Use A+ content to include brand story, testimonials, or awards
• Emphasize warranty, money-back guarantee, or certifications

9. 🚚 Offer Faster, Clearer Shipping

• Make shipping benefits obvious ("Ships Today", “Fast FBA delivery”)
• If FBM, upgrade to faster delivery options or improve handling time

10. 📞 Address External Factors

• Did traffic source shift (e.g., more mobile users)?
• Are you driving low-quality traffic via ads or social media?

Consider pausing poorly performing sponsored product ads to isolate organic behavior.

🔁 Summary: Tactical Fix Checklist

Area	Fix
Listing	Improve images, bullets, A+ content
Pricing	Match competitors, offer bundles
Reviews	Get more good reviews, fix root issues
Buy Box	Check pricing, stock, fulfillment method
Product	Upgrade quality, packaging, instructions
Ads	Pause low-CTR campaigns and reassess targeting