Question: A well-established online retailer notices high product page views and cart additions but low purchase completion rates. Which campaign goal should they prioritize to address this challenge?
- Consideration - to highlight product features
- Conversion - to encourage customers to complete their purchases
- Awareness - to increase brand visibility
Explanation
Conversion fits the situation because the shopping signals already show strong intent near the purchase stage. High product page views and cart additions indicate that awareness and consideration are not the main gap. The priority is reducing drop-off after shoppers have evaluated products and moved close to buying. Amazon Ads aligns conversion with lower-funnel actions such as purchases and sales outcomes.
Why the other options are incorrect
Consideration addresses product research and evaluation, but the activity already shows shoppers are engaging with product detail pages.
Awareness focuses on visibility and discovery, which does not address abandonment after cart activity.
Source for verification
https://advertising.amazon.com/library/guides/measure-improve-campaigns
https://advertising.amazon.com/library/guides/marketing-funnel
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