Conversion rate & revenue have plummeted over the last 14 days

[FallenFront]

Hey all,

We run a streetwear/skateboarding EComm store that averages between 3-10 orders a day, steadily over the last 3-4 years. August was one of our busiest ever months, sometimes getting 15-20 orders a day.

In the last 10 days this has completely dropped off.

The site is relatively well optimised, loads fast, and has good selling product at competitive prices, as well as a large sale section etc. I know the economy is in a bit of a slump and our in store sales have been slower than usual, but it seems as if there's a bug or something that's stopping customers converting. I've placed orders through mobile & PC, Chrome & Safari, and got friends to do the same, haven't encountered any glitches with the checkout, just really confused.

Here's a link to the site: https://www.fallenfront.co.nz/

If anyone has any suggestions or can see any bugs from their end (or maybe you're going through the same stuff) - I'd love to know! Been driving myself crazy the last week trying to figure out what's going wrong.

Cheers

[K_Br4]

Hi,

The site looks good and loads fine. I guess it's not a matter of tech issue.

How about the traffic sources? Has an ad platform possibly stopped serving users on your site?

Or you had a nice post by an influencer, but it got old and it's not bringing in traffic any longer?

Check your analytics, see what led to conversions in August, and see if those sources still bring in traffic.

Good luck!

[BON_Loyalty]

Hi @FallenFront ,

I'm Tracy from BON Loyalty, the top-rated Shopify loyalty app.

It sounds like you're dealing with a frustrating situation, especially after a strong performance in August. Here are a few things you can investigate to diagnose the issue:
1. Check Traffic Patterns:
Look into your Google Analytics or other tracking tools to see if there's been a drop in traffic or changes in the behavior of visitors (e.g., high bounce rates or lower session times). This can help you determine whether the issue is traffic-related or conversion-related.

2. Ad Campaign Issues:
If you're running ads (Google, Meta, etc.), check if there were any changes in your campaigns. Sometimes minor ad adjustments can have a big impact. Verify that your targeting, budgets, and creatives are still performing well.

3. External Factors:
Since you mentioned a drop in in-store sales, it's possible that external factors (e.g., local economy, customer sentiment, or seasonal shifts) are affecting overall demand. However, if this is the case, you’d likely see a more gradual decline rather than an abrupt drop.

4. Site Speed and Performance:
Even though you mentioned that the site is optimized, check again for any slowdowns, especially on mobile devices. Sometimes issues with third-party apps or scripts can affect performance. Tools like Google PageSpeed Insights can help here.

5. Abandoned Cart and Checkout:
Set up abandoned cart email campaigns if you haven't already, and review any recent changes to your checkout process. Is there a new barrier that could be stopping customers? Reviewing your cart abandonment rate can provide insights.

6. Customer Feedback:
Consider surveying your existing customers or incentivizing feedback. They might share insights on issues you've overlooked or have feedback about the shopping experience.

7. Browser and Device Testing:
You mentioned testing across platforms and devices, which is good. However, it’s worth running a cross-browser test using tools like BrowserStack to ensure there's no subtle issue causing drops on less common devices or browsers.

8. SEO and Algorithm Updates:
Google and other platforms update their algorithms periodically. Check if your organic traffic or rankings have dropped suddenly. Tools like Google Search Console can highlight any indexing issues or warnings.

9. Re-engagement Strategy:
If the drop continues, it might be worth running a re-engagement campaign to bring back loyal customers, such as through email marketing, special promotions, or retargeting.

If everything seems in order technically, it might simply be a temporary slump due to external factors. Keeping a close eye on analytics and gathering as much feedback as possible will help you understand the underlying cause. Good luck!

If you find these suggestions helpful for you, please let me know by giving BON Loyalty  a 'LIKE' or marking it as a 'SOLUTION'. 😊

Best regards,

Tracy

[Cartpinion1]

Hi there!

Sorry to hear of the sudden drop in orders, especially when you’ve been seeing consistent sales. Definitely a frustrating situation. I think since you've already checked for bugs, and the site seems optimized, you could explore a couple of these areas below to troubleshoot the drop-off:

1. Review Analytics Deeply: Take a close look at your analytics to see if there’s been any significant change in traffic sources, page views, or exit rates. Sometimes a change in traffic quality can cause a drop in conversions.
   
   

2. Check Cart Abandonment Rates: Have you noticed an increase in cart abandonment? This is often a hidden issue that can impact conversions, especially if people are abandoning during checkout.
   
   

3. Evaluate Pricing Perception: With the economy in a bit of a slump, customer sentiment could be more price-sensitive. Even though you have competitive pricing, testing different promotions or messaging might resonate better.
   
   

4. Customer Feedback: Sometimes a quick survey on the site or follow-ups with past customers can reveal insights into potential barriers.

If you're finding it to be a problem with cart abandonment I invite you to try Cartpinion  - it's the only Shopify app that lets your customers get opinions from their friends directly from their shopping cart. This app helps reduce abandons before they happen by keeping your store as part of the feedback collection process.  While it may not solve every issue, if you’ve seen an increase in drop-offs at checkout, it might be a helpful tool to re-engage those customers and recover some of those lost conversions. Feel free to check it out if you're interested. 

Hope this helps, and best of luck getting those sales back up!

Cheers!

[Yvonne_Yoast]

Hi @FallenFront,

I'm sorry to hear about the sudden drop in your sales. Based on the context provided, here are a few suggestions that might help you identify and address potential issues:

1. Technical Check: Since you've already tested the checkout process on different devices and browsers, consider using tools like Google Analytics to check for any unusual patterns or errors in user behavior. Look for any spikes in bounce rates or drops in conversion rates.

2. Trust Signals: Ensure that your site has visible trust signals such as security seals, customer reviews, and a good contact page. These can reassure customers about the legitimacy of your store.

3. Checkout Optimization: Double-check that your checkout process is as streamlined as possible. Allow guest checkouts and minimize the number of steps required to complete a purchase.

4. Abandoned Cart Recovery: Use Shopify's feature to send email reminders to customers who have abandoned their carts. This can help recover lost sales.

5. Marketing and Promotions: Consider running targeted promotions or discounts to re-engage your audience. Make sure any discount codes are clearly visible on your site to prevent users from leaving to search for them elsewhere.

6. External Factors: As you mentioned, economic factors could be influencing consumer behavior. It might be worth exploring if there are any external events or trends affecting your target market.

If these steps don't reveal any issues, it might be helpful to consult with a digital marketing expert or a Shopify specialist who can provide a more detailed analysis of your site and marketing strategy.

You can read more in Yoast articles below:

Get more sales on Shopify with these 14 tips.

7 tips to get more traffic to your Shopify store with SEO