product analytics

Why Is My Conversion Rate Dropping For No Reason?

May 30, 2024

10 mins read

conversion rate dropping

As a business owner, you might be wondering why your conversion rate is decreasing. 

Don't worry; there are simple explanations for this. 

In this blog post, we will discuss common reasons for a drop in your conversion rate and provide solutions to improve it. 

Stay tuned to learn how Usermaven can efficiently monitor your conversion rate and help you boost your business success.

Why is my conversion rate dropping?

A conversion rate is the percentage of visitors who take a desired action, like buying a product or signing up for a service. There are many reasons why a conversion rate might drop, including:

  • Changes to your target audience or website: This could include anything from a shift in marketing strategy to a redesign of your website.
  • External factors: These could be things like changes in the economy, new competition, or even seasonality.

It's important to investigate the specific reasons behind your conversion rate drop so you can take steps to address them.

conversion rate dropping

An example of Usermaven's platform tracking a decline in conversion rate. 

5 reasons for dropping conversion rate

There are five main reasons why your conversion rates are not where you want them to be.

1. Lack of interest in your product

  • One possibility is that your target audience is no longer interested in what you're selling. This could be because you're selling a seasonal product and it's now out of season or because your target market has changed and your product is no longer relevant to them.
  • If you're seeing a sudden drop in your conversion rates during a certain time of year, it could be due to seasonal changes. For example, people might be less likely to convert during the holidays when they're busy with family and friends.
 dropping conversion rate
  • Another possible reason behind those conversion rate drops is that your competition has increased, and they're now offering a better product or service. This could be why your potential customers are choosing to go with them instead of you.
  • Whatever the reason, it's important to take action to try to improve your eCommerce conversion rates. This could involve changing your product offering, revamping your marketing strategy, or even just taking a closer look at your sales process to see where you can make improvements.
  • If you're not sure why your conversion rates are dropping, take a look at your data and try to identify any trends. This can give you a good starting point for figuring out how to turn things around.

2. Poor quality leads

One of the most common reasons why your conversions may be slipping is that you're simply getting poor-quality leads.

What are poor-quality leads?

These are people who come to your website or call your business but who aren't really interested in what you have to offer. They're tire-kickers and time-wasters, and they're not going to convert into paying customers no matter how hard you try.

How can you tell if you're getting more poor-quality leads?

There are a few telltale signs.

  • You're getting more web traffic but fewer leads: If you're seeing a lot of traffic but there's a drop in conversions, it's a sign that you're attracting people who aren't really interested in what you're selling.
  • Your leads are less qualified: Qualified leads are people who have a need for your product or service and who have the budget to buy it. If you're getting more leads but they're less qualified, it's a sign that you're attracting tire-kickers.
  • You're getting more leads, but they're not converting: If you're getting more leads but they're not converting into paying customers, it's a sign that you're attracting people who aren't ready to buy.

If you're seeing any of these signs, it's a good indication that you're getting more poor-quality leads.

conversion rate dropping

So, what can you do about it?

There are a few things you can do to attract poor-quality leads:

  • Improve your marketing: If you're getting more poor-quality leads, it's likely because your marketing isn't as effective as it could be. Take a look at your marketing campaigns and see if there's anything you can change to attract more qualified leads.

Related: 15 Digital Marketing Metrics and KPIs to Track in 2024

  • Target your marketing: Make sure you're targeting your ad copy to the right audience. If your eCommerce store is selling products for businesses, for example, you won't attract many leads if you're marketing to consumers.
  • Improve your website: Your website is often the first impression people have of your business, so make sure it's doing a good job of representing you. If your website is outdated or difficult to navigate, it may be turning people off.

3. Poor website design

poor website design

Another reason why your conversion rate is dropping is that your landing pages are confusing or complicated to navigate. Maybe you're not offering enough incentives on your eCommerce store to encourage people to buy from you. Or it could be that your prices are too high.

4. Negative reviews

negative reviews

If you're getting a lot of negative reviews – whether from social media or word-of-mouth – that can definitely impact your conversion rate. People are more likely to trust their friends and family's opinions than they are to trust advertising, so if you're getting bad buzz, it can hurt your business.

Related: The Benefits of Behavior Data Tracking Software

5. Changing customer preferences

  • If you're noticing a sudden drop in conversion rate, it could be due to changing customer needs or preferences. It's important to stay on top of these changes so that you can make the necessary adjustments to keep your conversion rate high.
  • One reason why the customer needs or preferences might be changing is because of the current economic climate. With so much uncertainty, people are more careful with their money and may be more reluctant to make a purchase. They may also be looking for more value for their money, so it's important to make sure that your pricing is competitive and that your products or services are offering good value.
changing customer prefrences
  • Demographic shifts could be another reason why there is a drop in conversion rate. If you're noticing that your target market is changing, it's important to adjust your marketing strategy to reach them. For example, if you're targeting a younger audience, you'll need to use different channels and messaging than if you were targeting an older audience.
  • Finally, keep in mind that customer needs and preferences can also change over time. What was popular a few years ago might not be as popular now. It's important to stay up-to-date with trends so that you can adjust your offering accordingly.
  • If you're noticing a drop in your conversion rate, it's important to take a closer look at your customer base to see if there have been any changes in their needs or preferences. By understanding why your conversion rate is dropping, you can make the necessary changes to keep it high.
  • Whatever the reason, it's important to identify the problem so you can fix it. Otherwise, you'll continue to lose business to your competitors.

5 Tips to get conversion rate back on track

Here are a few tips to help you troubleshoot the problem and get your conversion rate back on track.

1. Make sure your website is user-friendly

Your landing pages should be easy to navigate and understand. If it's not, your website visitors will quickly become frustrated and leave.

To see if your eCommerce store is user-friendly, put yourself in the shoes of a potential customer. Try to find the information you're looking for, and see how easy or difficult it is to navigate your site.

If you find yourself getting lost or confused by the checkout process, it's likely that your website is too complicated. Simplify your website design and make sure the most important information is easy to find.

2. Offer incentives

People are more likely to buy from you if they feel like they're getting a good deal. If you notice a drop in conversions, it could be because you're not offering enough incentives on your eCommerce site.

offer incentives

Consider offering discounts, free shipping, or other deals to encourage people to buy from you. Just make sure you don't offer too many incentives that you're not making a profit.

3. Review your prices

If your prices are too high, people will simply go to your competitors. Make sure your prices are competitive by doing some research on your industry.

You should also make sure that your prices are clearly listed on your website. Don't make potential customers search for your prices; give them the information they need upfront.

4. Analyze your traffic sources

It's important to know where your website traffic is coming from. If most of your traffic is coming from organic search, then you know that your SEO efforts are paying off.

On the other hand, if you're getting a lot of traffic from paid ads, then you know that your ad campaigns are working.

Knowing where your traffic sources are, will help you identify which marketing channels are most effective. You can then focus your efforts on the channels that are bringing you the most traffic such as email marketing for example.

Usermaven is a great tool for tracking your website's traffic as it shows you your top conversion sources.

top traffic sources

5. Pay attention to your bounce rate

Your bounce rate is the percentage of people who leave your website after viewing only one page. A high bounce rate is a sign that people are leaving your site without taking any action.

There are a number of potential reasons why people might leave your site without converting. Maybe your website is slow to load, or maybe the content isn't relevant to what they're looking for.

Whatever the reason, you need to identify the problem and fix it. Otherwise, you'll continue to lose potential customers.

How Usermaven helps with conversion rates

Usermaven is a web analytics tool that can help you track and analyze your website's conversion rates. By understanding where your conversions are coming from and what factors are influencing them, you can take steps to improve your conversion rate.

Here are some of the ways Usermaven can help:

  • Set up conversion goals: Conversion goals are specific actions that you want visitors to take on your website, such as making a purchase, signing up for a newsletter, or downloading a white paper. Usermaven allows you to easily set up conversion goals and track how often they are being met.
Conversion goals

Related: A Guide to Setting Up Conversion Goals in Usermaven

  • Track conversion rates: Once you have set up your conversion goals, Usermaven will track your conversion rates for you. This will give you a clear picture of how well your website is performing in terms of converting visitors into customers.
Usermaven dashboard
  • Analyze user behavior: Usermaven allows you to track user behavior on your website, such as which pages they visit, how long they stay on each page, and what they click on. This information can help you identify areas of your website that need improvement and make changes to optimize your conversion rate.
analyzing user behavior

Here are some specific features of Usermaven that can be helpful for improving conversion rates:

  • Funnels: Funnels allow you to see the path that users take on your website before they convert. This can help you identify any bottlenecks in your conversion process and make changes to improve it.
funnels
  • Detailed insights: By offering pre-built reports for SaaS businesses, Usermaven provides detailed insights into customer behavior, acquisition, product engagement, feature adoption, power users, and retention metrics. This information helps businesses make informed decisions that lead to increased conversions and growth.
Usermaven detailed insights
  • Accurate data: Usermaven's pixel white labeling technology bypasses adblockers, providing 99% accurate stats compared to other analytics tools. This accuracy in data tracking helps businesses make precise decisions to improve conversion rates.
data accuracy
  • Auto-capturing of events: Usermaven's auto-tracking capabilities allow businesses to track all front-end events without the need for additional developer assistance. This feature simplifies data collection and analysis, aiding in optimizing conversion rates.
Usermaven events
  • Marketing attribution: With Usermaven's website analytics and attribution features, marketing teams can measure campaign impact, pinpoint critical conversion points, and enhance their marketing strategies for better conversion rates.
marketing attribution

By using Usermaven, you can gain valuable insights into your website's conversion rates and take steps to improve them. This can ultimately lead to increased sales, leads, or other desired outcomes for your business.

Conclusion

There are a number of potential reasons your conversion rate may be dropping. 

However, by troubleshooting the issue and implementing some best practices, you can get your conversions back on track. 

By regularly monitoring your conversion rate with Usermaven, you can identify areas of improvement in your marketing strategy and optimize your website. 

This can lead to an increase in the number of visitors who take a desired action, such as making a purchase or filling out a form. 

FAQs

1. What is the conversion rate?

Conversion rate is the percentage of website visitors who complete a desired action, such as making a purchase or signing up for a service.

2. What is the reason for the decreased conversion rate?

There are many factors that can lead to a decrease in conversion rate, such as changes to your website, shifts in your target audience, or increased competition.

3. What is a good conversion rate?

A "good" conversion rate depends on several factors, including your industry, the specific action you're looking for visitors to take, and the stage of your business. While there are industry benchmarks (for example, the average conversion rate for e-commerce websites is around 2%), the most important thing is to track your own conversion rate over time and work to improve it.

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