Listing Optimisation · Amazon · Etsy · eBay
Listing Optimisation That Actually
Converts — Not Just Ranks
How I turned underperforming product listings into high-converting assets across multiple marketplaces — using data, not guesswork.
Context
- Niche: Baby & pet keepsakes — inkless print kits, personalised frames, gift sets
- Platforms: Amazon UK/US/EU, Etsy, eBay
- Starting point: Generic titles stuffed with keywords, feature-dump bullet points, stock photography, no A+ content
- Goal: Increase conversion rate and organic ranking without increasing ad spend
Before vs After
Before
- Keyword-stuffed titles that read like a search query
- Bullets listing specs: "Size: 14cm × 10cm. Material: non-toxic ink."
- White-background stock photos
- No brand story or A+ content
After
- Clean titles with primary keyword front-loaded + benefit
- Benefit-led bullets answering "why should I buy this?"
- Lifestyle images, infographics, "what's included" shots
- A+ content with comparison charts and brand story
What I Did
1. Keyword Research & Title Structure
Started with search term reports and marketplace analytics to find the actual keywords buyers use — not what tools guess. Restructured titles to front-load the primary keyword, include a benefit, and stay readable. Each marketplace got its own title format: Amazon rewards keyword density, Etsy rewards long-tail specificity, eBay rewards clarity and item specifics.
2. Benefit-Driven Copy
Rewrote every bullet point to lead with the benefit, not the feature. "Non-toxic ink" became "100% safe for newborns — non-toxic, mess-free ink that wipes clean in seconds." Used customer reviews, Q&A, and return reasons to identify the actual hesitations buyers have — then addressed them directly in the copy.
3. Image Strategy
Replaced stock photography with lifestyle images showing real use: families using the kits, finished prints on display, pets being printed. Added infographic images for size/contents and a "what's in the box" shot to reduce pre-purchase questions. Main image optimised for click-through on search results — clean, high-contrast, readable at thumbnail size.
4. A+ Content & Brand Storefront
Built A+ (Enhanced Brand Content) modules on Amazon: comparison charts between product variations, lifestyle banners, and a brand story section. This increased time-on-page, reduced bounce rate, and gave customers the confidence to buy without leaving the listing to compare alternatives.
5. Platform-Specific Optimisation
Each marketplace has different rules. Amazon: backend search terms, subject matter fields, browse nodes. Etsy: tags, categories, attributes, and the crucial first 40 characters of the title. eBay: item specifics, catalogue matching, promoted listings. I optimised for each platform's algorithm individually rather than copy-pasting one listing everywhere.
Results
- Click-through rate improved 2–3× across key listings after image and title changes
- Conversion rate on hero listings reached ~20% (vs category average of 10–12%)
- Organic ranking improved on primary keywords — less reliance on paid ads to drive sales
- Customer questions and returns dropped after addressing common concerns directly in copy and images
- Same approach replicated across 30+ SKUs and multiple marketplaces with consistent results
Key Takeaway
Most sellers write listings for the algorithm. The best listings are written for the buyer and the algorithm. When your listing answers the customer's question before they ask it, conversion rate takes care of itself — and the algorithm rewards you with better organic ranking.
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