Metrics are an important part of any business and measuring is something you need to do in order to stay on top and ahead. If you run a business or online shop which is supported by a website, then you’ll know how important your conversion rates are. However, there are times when these rates drop and this could be a cause for concern. But this is not always the case. There are certain steps you can take to check that your site is working optimally. Here, we take a look at three of these. 

What to do when your conversion rates drop

Here are 3 of the most important things to do when there’s an unexpected drop in your conversion rates:

1. Check your tracking code for errors

The first factor is tracking codes. With so many changes taking place on your website such as new landing pages, new promotions/sales/discounts or the implementation of new campaigns, tracking codes can get tweaked in the process and will not provide you with accurate data. This is why it’s crucial to examine your tracking codes with each change you implement on your website. Doing this regularly and consistently will yield more current and accurate results.

2. Investigate for website performance issues

The second factor is website performance. Here, you may need to dig into a slowdown in average server response time to see why your page speed has declined. This is crucial in order to improve your user’s experience on your site and ultimately, the conversion rates. Long waiting times are likely to frustrate your users, causing them to navigate away from a poorly and slowly performing site. And as we all know, the Page Experience update is set to roll out in June, so you better be ready! 

3. See if conversion rate is dropping while traffic increases

Last but certainly not least, you need to consider checking why your conversion rate is declining despite a spike in traffic. Heat maps are an excellent source in determining which parts of your site your users hover over, click and remain for a period of time. 

Also, you might see more paid traffic but lower conversion rates. This could be a result of your customers comparing prices against your competitors, especially if it’s a seasonal sale such as Black Friday. Optimising your prices for your specific target group is a great idea. 

Furthermore, if you see a sudden surge in social or organic traffic, make sure you determine whether this is a direct result of clickbait-style blogs. The latter, while they can tend to increase traffic, are slow to convert users. 

In addition, check how you’re doing with your email lists. If you’re emailing less frequently than you used to, this could also lead to a decline in conversion rates. Emails are said to be one of the most effective sources of conversions as they tend to offer discounts and sales and a very high number of adults use email as a form of communication. 


A drop in a website’s conversion rate can be a concerning situation, but there are ways to circumvent it. Marketers, as a starting point, need to take the first steps in re-examining their sites to determine what the problem is and when re-examining, it’s critical to look at several factors.