How to Do Stellar Listing CRO — The BoldAds Way
Let’s get straight to the point: conversion rate optimisation (CRO) is the single most important lever for Amazon growth that most brands fudge or phone in. It’s the difference between listings that compound free organic sales and those that keep you trapped, forever over-spending on ads.
At BoldAds, CRO isn’t some afterthought. It’s the foundation. And there’s a method to the madness — here’s exactly how we do it.
Why Listing CRO Matters (Way More Than You Think)
Success on Amazon = Traffic × CTR × CVR × AOV/CLV.
- Traffic: How many shoppers see your listing.
- CTR (Click-Through Rate): What % actually click.
- CVR (Conversion Rate): What % actually buy.
- AOV/CLV: How much each order or customer is worth.
Everyone obsesses over traffic. But if your listing’s leaky — low CTR, rubbish conversion — all you’re doing is pouring budget into a sieve. CRO plugs the holes.
- Higher CTR = more shoppers land on your page.
- Higher CVR = more buyers, not just browsers.
- Both together? More sales, more ranking juice, less wasted ad spend.
Dial this in and you can outspend, outrank, and outlast most of your competition — simple as.
The BoldAds CRO Playbook (Step by Step, No Fluff)
This is exactly how we tear down and rebuild client listings — and why it works.
1. Creative Assets: The Silent Sales Machine
a) Max Out Image Slots
- Use all 9 image slots Amazon gives you. Not 3, not 6 — all 9.
- If you don’t, you’re leaving trust and conversion on the table.
b) Main Image: CTR King
- Forget what Amazon says about 1:1 ratio. Use a 4:5 aspect ratio (taller image) for mobile. Makes your product look bigger, bolder in search.
- The product should take up as much space as possible. No sad white borders.
- Add props that communicate features, intended use, or size — makes it “pop”.
- If possible, get your main keyword clearly on the product or packaging. Instant match with what customers are searching for.
c) Secondary Images: Each One With a Job
- Every image must hammer home one benefit or feature. Five-second test: Can a stranger tell what you’re selling and why it’s good, in five seconds per image?
- Use infographics to teach, compare, or explain — but keep text bold and minimal.
- Lifestyle images: Show your product being used by real people, in real situations. Aspirational > boring.
- Include a comparison image showing why your product slaps the competition.
- Every image is branded, cohesive, and mobile-optimised.
d) Video (If You Can Swing It)
- A basic video beats no video. Demo, unbox, or show the product in action.
- Increases engagement and conversions, especially for anything that needs “explaining”.
2. Real Estate & Module Utilisation: Be Everywhere
- Variation Grouping: Combine as many relevant variations as possible. Keeps shoppers on your listing, boosts AOV.
- Virtual Bundles: In the US, use them to cross-sell without physically bundling. More value, higher spend, less bounce.
- A+ Content: Use every module Amazon allows. This is not “nice to have” — a properly built A+ block can boost conversion by 15–25%. Think landing page, not just pretty filler.
- Comparison Table/Brand Story: Cross-sell, up-sell, reinforce your brand story. Every pixel is an opportunity.
3. Defensive Advertising: Keep the Wolves Out
- Run Sponsored Brands, Sponsored Products, and Sponsored Display ads on your own listings. This blocks competitors from stealing real estate on your own page.
- Defensive ads aren’t optional — you’re leaking sales otherwise.
- Target your own products for “frequently bought together” placements.
4. Copy & SEO: Speak Human, Rank High
- Title: Cram in the biggest keywords but keep it readable. Most brands botch this and sound like robots.
- Bullets: Focus on benefits, not just specs. Use clear structure — nobody reads a wall of text.
- Description: Still matters for SEO even if “hidden” under A+.
- Image Alt Text: Yes, it helps with SEO. Fill it in for every image.
- Backend Keywords: Use every character — but only for genuinely relevant terms, not random keyword soup.
Pro tip: Don’t keyword-stuff your customer-facing copy. Use backend fields and description for “bonus” keywords.
5. Copywriting: Move Them to Buy
- Use copywriting frameworks that suit your product (AIDA, PAS, etc), but always focus on the benefit of the benefit.
- Write for humans, not Amazon bots. If it sounds like ChatGPT or a cheap Fiverr gig, bin it and start again.
- Every word must earn its spot. Cut the fluff.
6. Relentless Testing: No Room for Guesswork
- Split-test your main image, secondary images, A+ modules, even bullets.
- Use Amazon’s built-in Experiments or run polls with real target customers (PickFu, PollFish etc).
- Iterate based on real results, not gut feel. What should work doesn’t always.
The Spicy Bit: Most Brands Are Doing It Wrong
Let’s not kid ourselves. The average Amazon listing is absolute mid. Blurry images, generic copy, A+ content that looks like a 2015 PowerPoint. Their loss is your opportunity — if you’re willing to outwork and out-iterate.
BoldAds rule: “If you’re not embarrassed by your old listing in 90 days, you’re not optimising hard enough.”
Wrap Up: Get Ruthless, Get Results
Listing CRO isn’t “nice to have”. It’s your moat. Do it the BoldAds way and you’ll squeeze more out of every click, crush your ACOS, and build a flywheel that compounds over time.
Want to see this in action or need help turning your dead listing into a killer?
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