EZ2C
Bullseye Results: How We Boosted EZ2C’s Conversion Rate by 70% Through Listing Optimization
Client
EZ2C
Category
Shooting Targets
Website
EZ2C.com
Timeline
Ongoing
Service
Listing Optimization
Problems
EZ2C, a brand focused on high-quality shooting targets for recreational and professional use, had a solid product line but lacked the expertise and strategy to stand out on Amazon. While their products were already appreciated offline and through other sales channels, their Amazon presence was underwhelming. Their listings were outdated, poorly structured, and lacked any kind of conversion-focused design or keyword strategy. Their main images were cluttered, missing visual impact, and failed to clearly communicate the core benefits of the targets—like visibility, durability, and precision printing. Bullet points were written in blocks of text, hard to scan, and did not effectively highlight what set EZ2C apart from the sea of generic target brands. Worse, the lack of keyword-optimized titles and backend SEO meant they weren’t ranking for top-performing, high-intent searches like “splatter targets,” “sight-in shooting targets,” or “pistol paper targets.” Without advertising or a solid SEO foundation, their organic traffic was weak, and CTR (click-through rate) was below industry benchmarks. They were also missing out on vital trust-building assets like A+ Content and a Brand Story section. The bottom line: EZ2C was stuck with great products but listings that didn’t sell. They knew they needed help but had no internal Amazon experience—and that’s where we came in.
Challenges
Working with EZ2C meant navigating several core challenges—each of which had to be addressed strategically and quickly. First, the shooting target category is a specialized, yet saturated niche. Competitors were already dominating page one with optimized listings, high-volume reviews, and solid brand positioning. EZ2C’s outdated visuals and vague descriptions were simply not resonating with Amazon customers who scan fast, click even faster, and convert only when the value is crystal clear. Our second challenge was their click-through rate (CTR), which was suffering due to lackluster main images and a lack of visual hierarchy. Their original images did not showcase the key benefits such as target grid clarity, color contrast, or durability—and were not tailored for mobile users. Third, their listings were missing strategic SEO structure. None of the major keywords were present in the right places, and they were not ranking on the first page for their most relevant terms. The final hurdle was education—like many of our clients, EZ2C had no prior knowledge of Amazon’s backend systems or ranking strategies, so we needed to handle everything A–Z while explaining key performance indicators in a way that was clear and measurable to the client. The stakes were clear: improve conversion, increase discoverability, and reposition the brand as a top-tier Amazon seller.
Solution
Our approach for EZ2C was a 360° listing transformation designed to hit performance targets—pun intended. We kicked off with a comprehensive SEO audit and keyword deep dive using advanced tools like DataDive and Helium 10. This helped us uncover untapped search terms and competitor gaps. Armed with data, we rewrote all of EZ2C’s titles, bullet points, and descriptions to be SEO-rich, clean, and highly scannable. The tone was adjusted to appeal to both casual hobbyists and serious marksmen—emphasizing precision, quality, and reliability. Next, our design team reimagined their visual presence. We created crisp, high-contrast main images that stood out on search results, and built supporting images that clearly demonstrated use cases, range effectiveness, and product dimensions. Lifestyle graphics and benefit callouts were added for clarity and impact. For A+ Content, we crafted a compelling brand story and modular visuals that established EZ2C as an authority in the shooting space, while also optimizing for mobile view. Within weeks of launch, the results began speaking for themselves: a 70% increase in conversion rate, a 56% improvement in click-through rate, and significant improvements in organic keyword rankings, all tracked and validated through DataDive’s Rank Radar. EZ2C is now positioned as a visually and strategically optimized brand—ready to dominate on Amazon long term.
