What did you do when your off-Amazon traffic wasn’t converting?

Has anyone here experienced this?

You’re running off-Amazon ads Meta, TikTok, maybe even your DTC and the traffic looks decent… but conversions just aren’t there.

We’ve been seeing this a lot lately with brands we work with, and one thing that’s consistently made a difference is looking at where that traffic is actually landing.

Here’s the process that’s been working:

• Pulled the last 30 days of off-Amazon ad spend
• Flagged channels with low ROAS or high bounce rates
• Routed that traffic through Amazon Attribution to actually track what’s happening
• And instead of pushing to a PDP, sent it to a custom Storefront

That one change led to a 2–3x lift in storefront traffic. And with sales/visitors holding steady at ~$5.02, that meant more revenue without increasing spend.

If you’re still pointing cold traffic to a PDP, it might be worth testing where you’re sending people before you tweak the ads themselves.

Has anyone else dealt with this?
What did you do when your off-Amazon traffic wasn’t converting?