Before You Blame the Clicks...

Every time a seller tells me,

Not because I’m happy about their pain.

But because 9 times outta 10?

They’re about to discover their biggest breakthrough. 👊

Your ads are working.
The traffic is flowing.
Clicks are coming in hot.

But guess what?

📉 No conversions.
🧊 Crickets on the buy button.
🔥 Ad spend going up in flames.

Here’s the deal…

The problem isn’t the ads. The problem is your funnel.
And when you fix the funnel, profits follow like bees to honey. 🍯

🧠 A Real Seller’s Story: The Curious Case of the Clicks That Didn’t Convert

Meet Jessica.
Mid-30s. Side-hustlin’ Amazon warrior. Selling eco-friendly lunch containers.

She came to me after blowing $1,263 on PPC.
Her ACoS was higher than Willie Nelson at Coachella.

She had:

• Great reviews ✅

• Decent price ✅

• Ad clicks pouring in like rain in Seattle ☔

But conversions?

Nada. Zip. Zilch.

We dug in.

The ads were spot on.

What wasn’t?

Her listing was a hot mess.

• No lifestyle photos 😬

• Bullets sounded like a legal contract 🧾

• Title was stuffed like a Thanksgiving turkey 🦃

• Her “About This Item” section could’ve put a toddler to sleep 😴

Bottom line?

People were getting to her listing… and running like she’d asked them to attend a timeshare seminar in Ohio. 🏃‍♂️

So we fixed it. Here's how.

🧭 Mapping the Click-to-Conversion Funnel (And Where It Breaks)

Let’s break this sucker down like a kindergartener’s LEGO set:

1. The Click (Your Ad)

Congrats, you nailed the first step.
People want your thing. That’s why they clicked.

But remember: a click is a curiosity, not a commitment.
Don’t pop the champagne yet. 🍾

2. The Hook (Your Hero Image + Title)

This is your 3-second audition.
If your image doesn’t scream “BUY ME!”—they’re gone.

Fix it:

• Clean, crisp image on white ✅

• One killer lifestyle photo ✅

• No clutter, no confusion

3. The Trust Builder (Your Reviews + Social Proof)

If reviews are under 4 stars or less than 10 total, you’re in “stranger danger” territory.

Fix it:

• Run a product tester campaign

• Get authentic UGC (user-generated content)

• Ask happy customers to upload images in reviews

4. The Brain Candy (Your Bullets + Description)

People scan bullets, not read novels.
So make it snappy.

Fix it:

• Turn features into benefits

• Make it personal (“Perfect for busy moms…”)

• Use emojis like seasoning—just enough 🌶️

5. The Close (Your Price + Offer + Urgency)

Is your price aligned with value?
Are you using coupons, bundles, or limited-time promos?

Fix it:

• Test pricing psychology (e.g., $19.97 vs $20.00)

• Add urgency (“Only 6 left in stock!”)

• Offer value stacks: bonus items, e-guides, etc.

💡 The Big Lesson: Fix the Funnel, Not the Ad

Jessica revamped her funnel.

• New images

• Punchy bullets

• Customer review requests

• A/B tested pricing

Guess what?

💥 ACoS dropped by 42%
💥 Conversion rate jumped from 6% to 18%
💥 Profit margins finally got to breathe

Now she’s scaling up—adding SKUs, building a brand, and (finally) smiling at her ad dashboard.

📈 Funnel Fix Formula (The “Click-to-Cash” Checklist)

Here’s my go-to checklist for EVERY client when conversions stall:

✅ Is your hero image eye-popping?
✅ Does your title match the buyer’s search intent?
✅ Are your bullets selling the outcome, not the specs?
✅ Do your reviews scream trust?
✅ Is your price believable based on visuals + benefits?
✅ Are you using urgency + value stacking?

Run through this list like a pilot before takeoff.
Because if you don’t?

Your ad dollars are flying straight into the Bermuda Triangle. 🛬

📜 Amazon Proverb of the Day:

👉 “Clicks don’t equal customers—your funnel makes the sale.” 👈

🔚 Final Takeaway Before You Kill Your Ads:

Alright partner, that’s all for today.
Next time someone tells you their ads are broken, just smile and say:

“Or maybe your funnel just needs a little TLC.”

Always remember to make each click count,
🧢
Andy Splichal
Amazon Growth Guy | Funnel Fixer | Ad Spend Whisperer