Sports & Outdoors: Conversion Rate Transformation
A 6 months engagement delivering measurable growth in the Sports & Outdoors category.
Category
Sports & Outdoors
Marketplace
Amazon US
Starting Point
CVR 6.8% vs 13.2% category avg
Engagement
6 Months
Measurable business impact
Conversion Rate
Revenue Growth
Return Rate
Avg. Page Time
What we were solving for
A high-traffic seasonal brand with premium products was getting clicks but not sales, with conversion stuck at roughly half the category average.
Traffic Without Sales
High click volume from paid and organic wasn’t converting; CVR was roughly half the category average.
Mobile Experience Failing
Detail pages weren't built mobile-first, even though most traffic arrived on mobile.
Unclear Product Scale & Use-Case
Shoppers couldn't tell sizing or real-world use from the existing images alone.
How we built the outcome
Diagnose
Weeks 1–2- Mobile session recordings and detail-page audit against the top 3 category competitors
- CVR benchmarked by traffic source to isolate exactly where the leak was happening
Rebuild
Weeks 3–8- Complete listing rebuild optimized mobile-first with dimensional scale imagery and lifestyle use-case shots
- A+ Content redesigned around use-case storytelling instead of spec sheets
- Video assets added showing the product in real use
Validate
Weeks 9–24- Hero infographic A/B tested against the original main image
- CVR and return rate tracked weekly by device type
- Winning creative rolled out across the full catalog
The tactics behind the numbers
Mobile-First Listing Rebuild
Every detail page rebuilt around how it actually renders on a phone.
Dimensional Scale Imagery
Sizing and real-world context added to the primary image set.
Use-Case A+ Content
Spec sheets replaced with storytelling built around how the product is actually used.
Product Video
Video assets added showing the product in real use, not just on a white background.
Hero Infographic A/B Testing
Main image tested against an infographic variant before rolling out the winner.
Return-Rate Reduction
Clearer sizing and use-case content used to cut confusion-driven returns.
“Our ad spend hadn't changed - our conversion rate had. That's the cheapest growth we've ever bought.”
Ecommerce Director, Sports & Outdoors Brand
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