It happens to everyone at some point. The conversion rate on your site drops, and you are not sure why. Conversion rates are widely used as a â€śsuccessÂ gaugeâ€ť these days. â€śHow well is my site converting?â€ť is a popular question for merchants to ask themselves. Some companies actually look at their siteâ€™s conversion rateÂ beforeÂ revenue as a measure of their online success. So you can imagine, when that number goes down, people start to panic.
What is a Conversion Rate?
For those of you who donâ€™t know, the conversion rate isÂ the ratio of visits to a desired goal or action, most commonly a sale. So, if you get 100 visitors and 1 order, your conversion rate would be 1%. Simple math.
First thing to remember, is that a drop in your conversion rate isnâ€™t always a reason to panic. There are many reasons why a conversion rate might drop like a new rush of traffic to the site based on new marketing.
Nevertheless, if youâ€™ve noticed a drop in your siteâ€™s conversion rate, here some things to consider:
Has your traffic had a sudden spike? Has a marketing campaign, or a referrer link suddenly driven many more people to your site? It is important to remember that new traffic isnâ€™t always â€śqualifiedâ€ť traffic. Iâ€™ve seen retailers use their site to drive in-store traffic. Imagine what â€śbring a print-out from our site to a store and get 10% offâ€ť does to your traffic, and on-site conversions. Also, has traffic dropped? A change in an SEM campaign or bad SEO ranking can have a serious impact in site traffic.
Has your catalog seen a major change in the items available? Often right after a big sale, many popular items are left in odd sizes, or with little inventory. This can have a serious impact on your conversion. People canâ€™t find what they are looking for. The same goes for pricing, sometimes sale items drive the conversions.
3. Site Changes
When we haveÂ a customerÂ whoâ€™s conversion rate shifts, one of the first things we ask ourselves is â€śWhat changes have been made to the site?â€ť. There is a possibility that a change to the site has caused an error, or had a negative impact on the user experience, thus stopping people from completing their order. Sometimes it is a simple thing like a password has changed on the payment processor.
In The Endâ€¦
No matter what, conversion rates willÂ alwaysÂ fluctuate. Itâ€™s part of the fun of doing business online. The key thing isÂ notÂ to panic, and keep an eye out. Consider what the causes might be and make a change, or take preventative action in the future. Remember, if you were converting once, you can be again!