Case Study · Tafura
How we raised a product's conversion rate by 5 percentage points
"After applying their research, sales went up, and I saw a 5 percentage point conversion rate increase."
Tafura sells food storage containers on Amazon. Their products were already converting, just not as well as they could.
The trouble was pinning down what held buyers back. Change the product photos? The title? The description? With shoppers deciding in seconds, every guess was an expensive one.
What we did
We surveyed people screened to match Tafura's core buyer — a married woman, 45 to 65+, buying for her own household rather than as a gift.
We showed them the live listing and asked them a series of questions to discover what stopped them from buying.
What we found
The problem wasn't the copy. It was the product photos failing to answer basic questions.
Unanswered questions. Shoppers wanted confirmation the images never gave.
No sense of real use. Every photo was a plain product shot. Buyers wanted to see real use cases of it.
A weak lead image. The first photo showed noodles in a container and it backfired: "The food in containers looks unappetizing."
A language mismatch. When asked what they'd type into Amazon to find a product like this, shoppers used phrases like "leak preventative," "freeze friendly," and "BPA free." None of that reassurance appeared in the images, so the listing didn't match the words buyers arrived with.
What we recommended
Each recommendation we gave answered a specific hesitation buyers had named, and none of it was guessable from the inside. The data showed them what buyers were quietly walking away from.
None of these were cosmetic guesses. Each one closed a gap a real buyer had pointed to.
The results
+5pp conversion rate increase after implementing the findings.
No months of blind testing. Every change was backed by real buyer feedback from the start.
A precise diagnosis. Tafura learned exactly which elements were costing conversions, plus a glass-variant opportunity they hadn't considered.