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Why is my conversion rate dropping?

Has your conversion rate (CVR) dropped drastically week over week? Well, this seems like a matter of concern, after all a drop in CVR means that your visitors are not converting after visiting your website. And understanding the reason for the drop as soon as possible can help you bring your conversion rate back to normal.

Here are some issues that you need to check when your conversion rate drops.

1. Landing Page Error

Whenever you notice a conversion rate drop, the first thing that you should do is check if there is an error in the Landing Page. Suppose a potential clicks on your ad and experiences a 404 error, which means that your landing page is not loading. Some reasons for it can be that there is a broken link or the page has been deleted.

Always keep an eye for such issues and regularly audit your website for such issues.

2. Product Out of Stock

Nothing can be disappointing for a user more than finding out that the product is out of stock after clicking on your ad.

From time to time check for such issues. If the product is out of stock, it is better that the respective ad or ad group be paused. Even minor issues could have a big impact on your conversion rate, and can result in any drops.

3. Ad Message not matching Landing Page Message

The offer on your ad should match the offer on your landing page. There are instances when the offer on the website has ended but the ads regarding it are still running. In such cases those ads need to paused and ads with relevant messages need to be active.

4. Traffic Quality

The obvious solution to non-converting traffic is to add negative keywords to filter them out. But we wouldn’t exactly be breaking new ground with a tip like that. And let’s be honest, you’ve probably already added negatives.

Make sure that you are using the right match types while adding the negatives. For example if you are running services for car washing then search term like “car washing jobs” is definitely not getting you any conversions. So better add “jobs” as a broad negative rather than “car washing jobs” in exact negative.

Also, there are instances when you are running social media awareness campaigns, chances are that a lot of unwanted traffic visit your website. In such cases this traffic is included in your re – marketing lists, and when these lists are used in your re – marketing campaigns – conversion rate drops.

5. Site Speed

Delay in your site speed can definitely lead to visitors leaving the site without converting. According to study by google 53% of mobile site visits leave a page that takes longer than three seconds to load.

Be sure to test site speed regularly and ensure images are compressed and all the plugins work properly to keep site optimised.

Speed equals Revenue.

These were a few checklists to go through when you observe a drop in your conversion rate.

Few methods to implement:

  • First, analyse the problem
  • Run split tests to determine what is working
  • Analyse weekly performance
  • Optimise your landing page

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