Hi Kamel,
That’s such an interesting topic, I am always surprised by how sales can fluctuate so much.
We sell women’s fashion and use SEO and Facebook ads to market mostly.
From day to day sales can be 10x up and 10x down. We can have a period of a couple of days when it’s depressing then suddenly it’s all back. It really weird but I think you have to look at it over a longer period.
For me I feel that it’s to do with
A. the funnel being filled and then emptied
B. Facebook demand and algorithm. It sometime feels like they just dump a load of ads on the right audience.
C. Seasonality and time of month and weather!
D. Changes made by shop owner. Like new ads, new collections at.
E Changes made by Google SEO wise
F On occasions, problems with the checkout or website speed etc
That said I would LOVE to hear what others think about how to smooth the cycle. I am always searching this topic.
John