Are website traffic and conversion rate changes making your head spin? One morning you’re number 1 and the next you can’t even be found - what gives? Keep reading to find out!
Any time a search engine updates its core algorithm, they are defining what criteria its search engines are looking for when deciding which websites it will display to whom. When these updates occur, they will usually come with details about how you can add or adjust content to keep your traffic and conversions consistent.
Search engine updates aren’t the only reason for traffic and conversion changes though. Check out these tips to help you narrow down what might be making your analytics look like a roller coaster:
- Check for Technical Issues - No site will stay online 100% of the time. Whether that’s due to an internet provider, a host, or a security issue, check on your website often. Look through the pages for broken links, and pagespeed or loading concerns. Be sure to look at both your desktop and mobile versions!
- Analyze Your SEO Strategies - Monitor your keyword rankings, a drop could indicate you need to update your content to focus on placing those keywords within. A content audit and refresh should be done every 4-5 years.
- Evaluate Marketing Efforts - Ads are a great way to drive traffic to your website. That is, assuming your content is helpful and informative. If you are seeing low conversions from ads traffic, this is a good indicator that your audience isn’t getting what they need from your website.
- Examine Conversion Pathways - A complicated checkout process or poor navigation can deter conversions. Streamline the user journey, and make sure CTAs are clear and compelling.
- Monitor External Factors - Industry trends, competitors upping their game in the ad space and economic downturns can all play a role in dropped traffic and conversions. Stay in touch with industry blogs like Search Engine Roundtable and keep an eye on your competitors - adjusting your offerings and messaging may help you stay relevant.
Identifying the problem is the first step to fixing it. If you’d like a deeper dive into your website’s performance, reach out or hit reply - let the experts at Epic Web make your website the shining star it’s meant to be!