Using funnel analysis to measure listing tests
One of the most practical uses of the funnel analysis page is tracking what happens to CTR and CVR when you run a listing test: a new main image, updated title, or revised bullet points. After making a change, check the funnel data for that specific keyword two to three weeks later. If your CTR improved, the change worked for non-branded shoppers.
This only works if you filter to non-branded terms first. If the majority of traffic to your listing is branded, the overall CTR and CVR numbers will barely move after a listing change because branded shoppers aren't responding to your content. They were going to click regardless. The funnel analysis page, filtered to non-branded keywords, gives you a clean signal of whether your listing change is actually affecting how new shoppers respond.
Step-by-step: diagnosing a specific keyword
When a keyword isn't converting, there are three distinct places the breakdown can occur:
not enough visibility (impression stage)
poor click-through rate (click stage),
poor conversion rate (purchase stage).
Each requires a completely different fix. Our report tells you exactly where your drop-off is happening so you don't waste time solving the wrong problem.
Go to Market Share & Funnel
Find the keyword you want to diagnose using the search bar
Compare your impression share, click share, and purchase share side by side
Compare your ratios to the keyword's total market ratios to benchmark yourself against the field
Understanding the funnel ratios
For each keyword, MRP lets you compare your share at each funnel stage. The ratio between stages tells you where performance is strong and where it's leaking:
Impression share higher than click share: Your listing appears but doesn't get clicked. A CTR problem. Shoppers see your product and choose competitors instead. Main image problem, keyword relevancy, price offer vs market.
Click share higher than purchase share: Shoppers click your listing but don't buy. A CVR problem. Your listing content, price, or reviews aren't closing the sale. Quite common if your average price is significantly higher than the keyword market average.
Impression share roughly equal to click share and purchase share: Consistent performance across the funnel.
Diagnosing a CTR problem (high impressions, low clicks)
If you're getting impressions but not clicks, your listing is losing the visual competition on the search results page. Likely causes:
Main image is not as strong as competitors (less clear, less compelling, smaller perceived size)
Price is meaningfully higher than competing products shown for the same keyword
Review count or star rating is significantly lower than that of top-clicked competitors
Your title doesn't confirm to the shopper that you're exactly what they searched for
Action: Firslty you need to identify which competitors have better CTR than you. Use the Amazon report to check this.
You need: Search Query Performance by ASIN report
Enter the needed ASIN
Click on the keyword
Find performance for the top 10 ASINs for that keyword
You see the Impressions and Clicks by ASIN, which will allow you to identify ASINs that have the best CTR
Based on the info above, use the best performing ASINs as references for your main image upgrade.
The main image is almost always the primary CTR driver.
Take into account that price, best seller, and external traffic can drive better CTR
Diagnosing a CVR problem (high clicks, low purchases)
If you're getting clicks but not purchases, shoppers are interested enough to visit your listing, but are leaving without buying. Likely causes:
Price is higher than competitors once on the listing page
A+ content, bullet points, or images don't answer the key purchase questions for this specific keyword's shopper intent
Review sentiment or specific negative reviews are deterring purchase (check the most recent 1-2 star reviews)
Out of stock on key variants, or delivery dates are significantly longer than those of competitors
Action 1:
Watch for keyword intent mismatch: Sometimes a CVR problem isn't a listing problem. If you're appearing for a broad keyword that covers many different product types, shoppers may be clicking out of curiosity, not genuine intent. Filter your analysis to keywords with clear category intent before drawing CVR conclusions.
Action 2:
Upgrade your A+ to A+ Premium: This can change a lot, because A+ Premium has 2 different views for mobile and desktop.