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Mary Maxim Amazon CRO Case Study
:
+126% CTR Lift | +80% Unit Session | 276% Sales Growth
Executive Summary
Mary Maxim was generating traffic. But traffic wasn’t converting efficiently.
Despite strong brand recognition and steady marketplace presence, their Amazon listings were underperforming at the click and conversion level. Rising competitive search pressure meant that inefficient creative was silently suppressing revenue growth.
In April 2025, Adverio initiated a structured CRO overhaul:
Main image optimization
Infographic restructuring
SEO title & bullet repositioning
Conversion-first A+ rebuild
Revenue accelerated without increasing ad spend
Organic keyword depth improved
Profit margin strengthened
Within 3 Weeks
CTR Growth
0.93% +41%
Unit Session %
7.27% +29%
Within 3 Months
CTR Growth
1.09% +65%
Unit Session %
7.62% +35%
Within 9 Months
CTR Growth
1.49% +126%
Unit Session %
10.15% +80%
The Situation: Conversion Leakage
Low click-through rate despite visibility
Main images lacking mobile punch
Bullets written for features, not psychology
A+ content structured as catalog, not sales
SEO not positioned for intent sequencing
Pre-Optimization Analysis
Baseline Metrics
Update Start: April 2025
Visibility: Stable
Organic ranking: Inconsistent
No structured conversion hierarchy
YoY CTR trend: Stagnation
~0.66%
Pre-Opt CTR
~5.63%
Unit Session %
Strategic Insight:
Creative Suppression — Not Demand Suppression
USP (CVR) fall identified after Q1 2025 Amazon COSMO/RUFUS updates.
What We Changed
01
Main Image Optimization
The main image is the gatekeeper of CTR.
Before
- Low visual contrast
- Limited thumbnail differentiation
- Weak benefit vs. product hierarchy
After
- Improved mobile framing
- Clearer thumbnail scale
- Stronger visual focal point
- Psychological contrast adjustments
02
Infographic Stack Rebuild
Amazon shoppers do not read. They scan.
Strategic Jobs per Image:
Hook
Educate
Validate
De-risk
Upsell
- Lead with primary buying driver
- Translate features into benefits
- Address objections visually
- Improve scroll flow & comparison blocks
- No redundant lifestyle filler.
03
SEO Copy Repositioning
Keyword indexing ≠ conversion positioning.
- Intent sequencing
- Bullet scannability
- Tightened articulation
- Intent-led Title
- Reduced passive phrasing
- Benefits above specs
04
A+ Conversion Architecture
Not brand storytelling—Sales Architecture.
- Objection-handling modules
- Comparison frameworks
- Clear benefit stacking
- Conversion reinforcement
The Results (90-Day Window)
CTR Performance
0.66% → 1.09%
+65%Relative Improvement
Unit Session %
5.63% → 7.62%
+35%Relative Lift
Revenue Impact
Higher conversion efficiency per click
Stronger organic rank stabilization
Improved paid efficiency (Fixed Spend)
The Philosophy
Why This Worked
Most brands try to scale ads and paid traffic before upgrading infrastructure.
Mary Maxim and Adverio did the opposite.
The Adverio Sequence:
Diagnosed CTR suppression
Rebuilt the visual hierarchy
Repositioned SEO copy
Strengthened A+ conversion architecture
Measured Unit Session % improvements
Scaled into improved efficiency
This created a compounding effect.
What This Means for Founders & Operators
If you’re seeing: Flat CTR
Rising CPCs
Stagnant revenue despite traffic
ACoS and TACoS creeping up
Organic ranking volatility
Your problem may not be ads.
It may be conversion friction.When CTR and Unit Session % improve:
Paid traffic becomes more efficient
Lower cost per acquisition through higher relevance.
Organic rank strengthens
Velocity improvements trigger algorithmic authority.
TACoS compresses naturally
Profit margins widen as conversion efficiency grows.
Revenue scales without collapse
Growth becomes sustainable and system-driven.
The Adverio
Listing Lens CRO Program
Diagnose Click Suppression
Engineer Thumbnail Differentiation
Rebuild Conversion Stack
Optimize SEO Intent Structure
Deploy Traffic Into Improved Efficiency
Measure USP + Iterate
CRO is not aesthetic work.
It’s profit
engineering.
Infrastructure first. Scale second.
The Lesson
Mary Maxim did not need more impressions.
They needed more leverage per impression.
By upgrading creative architecture and SEO positioning, they transformed traffic from a cost center into a Compounding Asset.
Struggling with Flat CTR or Low Conversion?
If your Amazon growth feels expensive and fragile, the bottleneck may be your listing — not your budget.
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