Website conversion rate suddenly flat-lined? Try these 10 tips first!




Bugger…. If you’re here then something bad has happened. But not necessarily something that is hard to fix. If your website is still getting the same amount of traffic but your conversion rates have bottomed out throw out the thoughts of buyer behaviour, seasonality and new competitors and go through these basics first.

1. Broken Links, 404’s

This is so obvious but it has to be here because it has made so many marketing managers look like idiots. Check the actual urls to see if they are live.

2. Tracking Codes

It might seem obvious but is your tracking working properly? A good way to check this is to use ‘Tag Assistant by Google’ Chrome extension and work through your conversion funnel checking each step yourself.

3. IT Problems

Are you just not receiving conversions? Get your team to check their spam folders and run a sendmail test on your web servers. Ring your own phone numbers and mystery shop your own call centers. Make sure you do this from a number of devices and use a variety of email addresses.

4. Malware

Check your webmaster tools notices for malware warnings but still check the site yourself and do it from multiple regions in multiple browsers – some hacks actually use user agent referrers to only present malware to visitors from search engines (or even only AdWords) or only mobile devices making them not as immediately noticeable to site owners, so enter your site via search engines and click on your own ads and browse your own site for a few minutes and do this from a number of devices and browsers.

5. SSL certificates

It is very common for business owners to forget to renew their SSL certificate and while you might not notice yourself some of your users can have a warning appear in their browser that says ‘unsafe site ahead’ which obviously will put them off converting.

6. Ad Copy Changes or Disapprovals

If you are running multiple ads in your PPC campaigns the advertising networks can actually decide a particular ad is more profitable for them than another and stop serving your high converting ad all together. Check any ad that has had a drop in traffic in the date range that you are seeing a drop in conversions.

7. Organic Landing Page

I have avoided listing causes which might cause a drop in traffic AND conversion rate but it can be common for Google to change which page of your website is serving for a particular keyword in your organic rankings. For instance if you have a blog post you have written on the same topic as a commercial page that somehow gained a lot of popularity you might find your info page serving in organic listings instead of your commercial, converting page.

8. Design, Form or Copy Changes

Audit your website change history and pay particular attention to any headlines, banners or form field changes that may have taken place. Presuming you are looking at a drastic conversion rate drop then these really are the only elements that could cause it. One of the most common is the sales team deciding they need to add an obscure required field to a conversion form without investigating the impact that this might have.

9. Campaign Parameter Change

Presuming roughly equal traffic the key things to check first are campaign settings. Key things to look for are your geographic settings, traffic sources and device. Did someone update the Australia setting to Austria? It has happened. Was a key search campaign turned off? Or did a bid adjustment suddenly use all your budget on mobile?.

10. Get a second opinion

One thing I have learnt from employing and meeting so many online marketers is the only thing they love more than talking about themselves is proving their expertise on a problem like this. Get a professional to look over the problem, or get a few professional to do it.

Can we assist?

If you are struggling with a sudden conversion rate drop please let us know, we would be more than happy to see how we could assist you.

Do you have any other tips to add? Let me know in the comments below!

Every Client is a Partner

Every Client is a Partner

We Create Happy Business Owners, See For Yourself

Click Click Media has been such a pleasure to work with over the past few years. They have cut our CPA by over 70% over 1 year. Very easy to communicate with and they are always available to answer any questions that we have. Such a friendly, honest and reliable team and I highly recommend them!
Martin Perelman
SILK Laser Clinics
I have used Click Click Media as a retainer for multiple clients and I have to say, at a time where we thought we would lose business, we gained a lot through the marketing expertise of Click Click Media. They were very responsive towards requests and advice and allowed myself and my team to have our highest growth ever in the 2020/2021 period.
Bassam Saleem
Kirana Education
The team at Click Click Media have always provide excellent service and have achieved superior results when benchmarking against other companies in the same field.
Craig Kenchington
Crown Forklifts
I have found the team at Click Click Media to be friendly, passionate and responsive to our online marketing requirements. They have proven they know their stuff and I highly recommend them.
Rebecca Hunt
Click Click Media have transformed the way we work with our digital media. They provide a very solid and transparent service with incredibly knowledgeable people who are always available. Results speak for themselves and our digital marketing increase can be directly attributed to the work undertaken since June by Click Click Media. Highly recommended.
Kevin Peters
1300 Smiles
We've been working with Click Click for over 5 years now. They've created 6 of our sites and manage all of our SEO. Every project has been delivered exactly to our requirements and they let us work exactly how we want. They remove all the jargon and have become an integral extension of our Marketing team, I cannot recommend them highly enough.
Sarah Gonzalez
Redback Conferencing
Click Click Media make for a great one-stop-shop when it comes to online marketing. With their knowledge of SEO, SEM, Adwords and web design, Click Click Media come highly recommended.
Michael Burford
The team at ClickClick Media are always so helpful and extremely good at what they do. I had several issues with web developers until I came across ClickClick, they are honest and very fair with their pricing. After setting up an awesome landing page they then setup an ad words campaign that literally saved our business. There after sale service is second to none. Looking forward to using Click Click for all my future online projects. Thanks to Ben, Rik, Adriel & the rest of the team
Leon Wills
Lamb Finance
We’ve had several different marketing teams before coming across Click Click Media and were never quiet satisfied with the process or the outcome. Until we started working with Click Click Media, Ricky and his team are amazing at what they do and deliver exactly what they say they would and beyond! From website to SEO management and to SEO work! We are in really good hands. We have never been this satisfied with such an outstanding work, communication and great outcome from a marketing company. Thank you Click Click Media!
Alessandro Poon
Sydney Paws Pet Doors
Click Click designed and setup my website a few years ago after a rebranding. They manage my SEO and website content to ensure i get as many new leads as possible and i have seen great results and increased customer enquiries.. They constantly update and check my site, and keep me posted with any new ideas. Highly recommend!
Darren Kerr
Appleseed Gardening
Sydney CBD
Level 35, Tower One International Towers
100 Barangaroo Avenue, Sydney, NSW, 2000, Australia
Level 35, Tower One International Towers
100 Barangaroo Avenue, Sydney,
NSW, 2000, Australia
Norwest Business Park
Lexington Corporate Centre, Building A, Level 2, A30/24 – 32
Lexington Dr, Bella Vista, NSW, 2153, Australia
Lexington Corporate Center Building A,
Level 2 a30/24 – 32 Lexington Dr, Bella
Vista, NSW, 2153, Australia
Google Rating