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Correlation Between Rise in Traffic and Drop in Conversion Rate

Shlomo 02-18-15

Correlation Between Rise in Traffic and Drop in Conversion Rate

Can anyone explian why when there is increase in traffic CVR drops? Even within same quality traffic. Example: 136% increase in organic traffic to a landing page caused 42% decrease in CVR YoY. Same type of organic traffic going to same page .... Shouldnt CVR be flat?

Level 2

greg 02-18-15
 

Re: Correlation Between Rise in Traffic and Drop in Conversion Rate

A lot can happen in a year...

 

  • You might have better competition that people know about.
  • People might expect more from a solution than they did last year.
  • The content on your landing page may have become obsolete.
  • The design of your landing page may now look dated.
  • Etc

And this is assuming the traffic quality has indeed stayed the same... Not an easy thing to prove.

 

This is what makes A/B testing valuable; you can run controlled experiments, instead of comparing to last year's metrics which, in Internet years, may already be irrelevant.

Level 2

Re: Correlation Between Rise in Traffic and Drop in Conversion Rate

When you say you're getting the "same type of organic traffic", what does that mean? Was your page ranking for a couple of keywords and the ranking improved so the traffic did as well? Or it now ranking for many new keywords that it wasn't ranking for before?

My guess would be that since the page saw such a huge increase in organic traffic that it's now ranking for many more keywords than it was before, and that those keywords are more broad than the current ones. For example, maybe previously your page only ranked for the phrase "blue widgets" and since the page was well targeted for that phrase then your conversion rate was really high. But now let's say Google shifts their algorithm and decides your page should also rank for "green widgets" and "red widgets" too. From a traffic perspective that's great. But from a conversion perspective your rates are probably going to drop b/c your page isn't as relevant to those terms as it is for "blue widgets."

I don't know if that's what's going on here but considering the big organic traffic jump it seems plausible.