Clicks that finally convert: Sureance's store rethink
Sureance makes smart home plugs and sensors. They had steady ad traffic but too many shoppers bailed before buying. Their Store looked nice but left buyers lost. We rebuilt Store architecture, synced creative to intent, and linked ads directly to bundles shoppers actually wanted.
Brand Snapshot.
Industry: Electronics
Headquarters: Austin, Texas, USA
Catalog: 7 parent ASINs, 15 child variations
Price point: 21 to 59 USD, multi-pack and starter bundles
Channel mix: Amazon primary, DTC secondary
Story in short: High demand but path-to-purchase was confusing. Ads led to generic Store pages. Bundles were hidden and exit rates spiked. Creative didn’t match what shoppers cared about. Growth had stalled even with good reviews.
What we walked into.
- Store mapped for pretty, not purchase flow
- Bundles buried under too many clicks
- Ads all landed on home page, not specific products
- Creative generic and didn’t call out value or use cases
- Reporting didn’t show where shoppers dropped off
What success would look like
- Store entry points match most-searched queries
- Bundles highlighted above the fold
- Creatives call out specific use, price, and compatibility
- Exit rates drop, more buyers land where they should
How Maple made it stick.
Rethink the flow
Analyzed ad queries and traffic sources, then mapped Store entry to top use cases. Bundles moved up front, and every main tile linked to a real product or kit.
Rebuild and relaunch
Refreshed the hero image and copy, swapped in sharper value callouts, and ran new creatives that showed product in real homes. Linked every ad to the right bundle or page.
Test and optimize
Tracked time on Store, exit rates, and conversion by entry point. A/B tested hero images, headlines, and Store tiles, keeping only what boosted engagement.
Moves we made.
Store
- Entry tiles by product type and top bundle
- Bundles and kits displayed above the fold
- Clear price callouts and value stacks on each tile
Creatives
- Hero image and main video refreshed to show in-use scenes
- Headlines rewritten to call out use case and instant benefit
- Comparison blocks added for bundles vs single products
Ads
- All ads linked to Store entry pages or bundles, not generic home
- SB video targeting top use case, featured in ads and Store
- Keyword groups realigned for smarter ad spend
Analytics
- Dashboard tracked exit rate, time on Store, session-to-cart
- Weekly review of Store flow and creative impact
Impact that matters.
First two weeks
- Store exit rate down 11 percent
- Time on Store up by 0.6x
- Two bundles promoted to above the fold
Weeks three to six
- Revenue per session up 15 percent
- Add to cart rate up 12 percent
- Hero and tile test produced a clear winner
Weeks seven to twelve
- Revenue per session up 36 percent
- Time on Store up 2.2x
- Store exit rate cut by 19 percent
❝ We wanted less theory and more action. Maple shipped fixes every week and the numbers moved. Simple as that. ❞
What we brought to the table.
- Brand Store and Creatives
- PPC management
- Analytics and reporting
Tools used: Amazon Ads console, Brand Analytics, Helium 10, Looker Studio
Markets: United States
From then to now.
Before
- Store looked good but hid what buyers wanted
- Ads led to generic pages, high bounce
- Value and bundles hard to find
After
- Store mapped to real shopper needs
- Ads go to the right page, bundles front and center
- Conversion up, bounce rate down
Your move
Want clicks that actually convert? Let’s talk. We’ll review your Store and ads, show you quick wins, and map a plan to real revenue growth in 90 days.
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