We’ve had a drop in conversion after we migrated platforms and redesigned our website. It would be useful if we could get insights into the issue.
Hi @LauraGS
Doing a redesign and replatforming at the same time can be risky because you’re changing multiple elements at once, making it much harder to diagnose and fix issues. It can affect your SEO & traffic, performance & speed, UX & functionality etc. Without knowing the extent of the changes it’s rather complicated to diagnose what happened.
The first thing that I would do, is to review tracking - make sure that your conversions & events are firing correctly after migration. Then continue with broader diagnostic questions like: Which pages have seen the biggest drop in conversions? How has user engagement changed? Where is the biggest dropoff? Is there a difference how new or returning visitors are experiencing the page?
If the redesign included copy & content changes, then you may want to review what you had before on pages that were performing well. You might have removed content that was previously valuable or helpful to your site visitors. Or maybe you changed the prominence of element in a way that is less oriented towards conversions? Again, hard to tell what you are missing, but hopefully, this sparked some ideas on how to start investing in the issues!
Kairi