I was able to see exactly which keywords were generating traffic, but not converting well. The tool also provided me with suggestions for improving my title tags as well as other aspects of my listing that could help improve conversion rate. It is very easy to use once you understand how it works. There are some features that can only be accessed by paying extra (which we didn't want). But overall this has been an effective tool in our arsenal. We have seen significant improvements since implementing many changes suggested by the software!