Extremely Small Increases In Traffic = Big Gains

Let’s assume you have a product that you want to improve your main image on.

The product currently sells $30,000 per month. It has a CTR of 2%.

You increase the CTR by 1%.

That is a 50% increase in traffic. That means, all other things remaining the same, your listing will go from making $30,000 per month to $45,000 per month.

What about a 2% increase?

$60,000/mo

What about a 3% increase?

$75,000/mo

At the end of the day…

When 100 people view your listing, you’re just asking a couple more people to click on the listing. Seems simple, no? It is. How hard could it really be to get two more people to click? Get the CTR Calculator here

How to Calculate the Revenue Impact of CTR Improvements

The math behind CTR improvements is compelling, but you need to understand how to calculate it for your specific products. Here is the formula:

Additional Monthly Revenue = Monthly Impressions x CTR Increase x Conversion Rate x Average Selling Price

Let us work through a real example:

• Your product gets 15,000 impressions per day (450,000/month)
• Current CTR: 2.0%
• You improve CTR to 2.5% (a 0.5% absolute increase)
• Conversion rate: 12%
• Average selling price: $28

Additional clicks per month: 450,000 x 0.005 = 2,250. Additional sales: 2,250 x 0.12 = 270. Additional revenue: 270 x $28 = $7,560 per month.

That is over $90,000 per year from a half-percent CTR improvement. And the best part: this extra traffic is free. Unlike PPC where every click costs money, organic clicks from a better main image cost you nothing.

Frequently Asked Questions

How do I find my Amazon listing impressions and click-through rate?

Use Brand Analytics under Search Query Performance if you have Brand Registry. It shows impressions, clicks, and click share for each keyword. You can also estimate CTR from your PPC campaigns since Sponsored Products report impressions and clicks directly.

What is the average CTR for Amazon product listings?

Average CTR varies widely by category and search position. Products in positions 1-3 typically see 3-8% CTR. Positions 4-10 see 1-3%. Below position 10, CTR drops below 1%. Improving your main image is the fastest way to outperform your position's typical CTR.

Is CTR or conversion rate more important for Amazon sales?

CTR is the bigger lever for most sellers because it is upstream of everything else. You cannot convert a visitor who never clicks. A 50% improvement in CTR has the same revenue impact as a 50% improvement in conversion rate, but CTR improvements are usually easier to achieve.