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A sudden drop in your eCommerce store’s conversion rate can seem worrying at first. After all, a drop in your conversion rate means visitors suddenly aren’t buying.
But a drop in your conversion rate can often be caused by one of a number of simple issues, and understanding the reason for the fall as quickly as possible is the key to bringing your conversion rate back up and getting the orders flowing again.
Here are six things to look out for when your eCommerce store’s conversion rate drops.
When your conversion rate drops, the first thing you should do is check your store for on-site errors and issues.
Is your cart functioning correctly? Is something slowing your site down? Is any of your store’s functionality broken? Check for common issues that could have an impact on conversion.
On-site problems are one of the most common causes of conversion issues, so test your site’s functionality thoroughly to diagnose any errors.
Have you made any changes to your site recently?
Whether it’s a design tweak or a new app, on-site changes can have a big impact on your store’s conversion rate.
It’s important to monitor conversions after any significant site change. That way, you’ll be able to spot potentially damaging drops before they become a problem.
Check your store’s log of site changes and see if any recent alterations correlate with your fall in conversion rate.
Even something that seems innocuous at first may be discouraging visitors.
If you’ve recently made changes to pricing, this could also be the cause of your fall in conversion rate.
Maybe a sale has recently ended? Maybe you’ve had to increase pricing for key lines, or perhaps a competitor has altered their pricing.
Changes to both your’s and competitor's pricing can have an impact on how many of your visitors convert.
You may have moved your pricing out of range for some shoppers, you may have had an inflated conversion rate due to a sale, or suffered from a competitor price drop.
You may not have seen a drop in traffic, but this doesn’t mean your store’s traffic isn’t the problem.
Take a look at your top traffic sources and see if there’s been any significant change. Traffic from your marketing campaigns just might not be ready to buy, or you might be attracting a large amount of blog traffic that doesn’t fit your target market.
Analyse your traffic sources. You may be attracting lower quality traffic that just isn’t converting.
You might still be selling the same products, but how customers perceive and view your products can change, and this can have an impact on your conversion rate.
If your product is seasonal, you’d expect to see a drop in conversion rate once the line is out of season. You might also see changes in your conversion rate based on PR and press.
Has there been any negative publicity for your product recently? Has a huge craze for your best selling line fizzled out? These have the potential to really damage your conversion rate.
Finally, always make sure to review your digital advertising campaigns when conversion rate is down.
If social ads or search ads make up a big part of your current marketing strategy, the visitors they bring to your store will have a big impact on your conversion rate.
Check to see if the messaging in your ads carries through to your store. If there’s a disconnect between what visitors expect after seeing your ads, and what they’re actually faced with on your store, they won’t convert.
You should also check for any recent changes to the targeting of your ads, as this will have an impact on the quality of the traffic they bring in.
If a fall in the conversion rate of your ads matches the drop on-site, this could be the cause of your change in conversion rate.
There are many potential causes of a drop in your eCommerce store’s conversion rate. But the five factors in this article are a great place to start.
Keep a log of any changes to your store, whether on-site or elsewhere, and you’ll be able to quickly identify the cause of a drop in conversion rate in future.
Your next steps should be to;