Can Your Conversion Numbers Decrease?
By Matt Bacak
Testing and tracking your website stats is extremely important. It allows you to not only make improvements to your website, but it also allows you to increase your sales and profits simply because you know what’s working and what’s not working. It’s essential that you test and tweak various elements of your website so that you can make the most amount of money possible. Unfortunately many people fail to do this. However, if you are one of the few that does test and track your website stats, then you’re definitely on the right track!
I was recently asked by one of my students who tested and tracked various elements of his website why his conversion rate went down on his opt-in page. He wanted to know if it was caused by the time of year. He also wanted to know if I noticed any seasonal changes in my own online business over the years. Are there actually good months and bad months in the information market?
Well, in my opinion it doesn’t make sense why you’re conversion rate would drop. I could see how your traffic could drop. And I do agree that yes, there are good months and bad months. For example, November is a time. There are also actually good days and bad days. Actually, Mondays aren’t very good days for me. Sundays are really interesting days. My big traffic actually happens on Sundays, Tuesdays and Thursdays. Fridays and Mondays are really low days. But when I refer to these high and low days, I’m referring to my traffic numbers and not my conversion rates. I don’t really think your conversion rate can change based upon a season or day. The only thing that can change your conversion rate is another factor.
When referring to conversions rates, that really means that some sort of change has happened on your website to cause your conversion rates to either go up or down. The question remains, did you make any changes to your page? Secondly, did one of your traffic sources go away or do you have a new traffic source that came into play? My guess it that it sounds like you’re not referring to your conversion numbers decreasing but rather your traffic numbers are decreasing. It’s definitely more of a traffic problem. Maybe the quality of traffic is not as good if the conversion rate on your website is going down.
So, if you’re noticing changes in your conversion rates, it could most possibly be the time of the year. But remember your traffic is what’s being affected not your conversion rate. I don’t really see it as being possible that seasonally you’d really see a dramatic drop in your conversion. I would see it that seasonally that you would see a dramatic drop in your traffic simply because people have different needs in different seasons. For example, if you’re selling weight loss pills, I could see sales increasing more in January – the New Year, rather then at the end of summer when the bikinis and swim trunks are going into storage. People want to start working out early in the year so that they can fit into that bikini or look buff in their designer swim trunks.
So, if you’re noticing changes in your conversion rate, look at what changes you’ve made to your page in recent months to know what’s really going on. If your traffic numbers have died, look at your sources of traffic. Have any of those dwindled away? Your best bet is to consistently test and track various elements on your website to determine what successes or failures are occurring and why. This will help you build a more profitable business in the long run.
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