Traffic drops are naturally an important concern for any e-commerce business. Fixing the problem is important. However, it's also important to realize that sometimes there isn't a problem to fix.
Fort example, it pays to double-check your data before you start to reinvent the wheel. Make sure to view the data from several metrics to ensure that your data pool is unpolluted. Also, make sure there are no significant gaps, like missed days. Sometimes drops are an organic part of a business cycle, which is why it pays off to have several years of data to review.
Should the drop appear legit, you'll want to consider some reasons. Has Google revamped their algorithms? Maybe you're being penalized. Is there a new competitor? Maybe the traffic drop is tied in with one particular portion of your business. Hone in on these areas and you'll get to the bottom of your drop.
- Sometimes a perceived drop is actually the result of a malfunctioning metric, or a lapse in data, such as a missed time period.
- Other times a drop can be a normal part of a businesses's cycle, which can be assessed if the business has several years of data to review.
- If the drop is real, it could indicate fresh competition, a new Google algorithm, or that a specific part of the business is underperforming.
“Before you sound the alarm and get lost down a rabbit hole, you should make sure that the drop you’re seeing is actually real. This involves answering two questions”