Diagnosing Website Traffic Drops
From a simple design update to technical issues, there are a million and one reasons why you could be seeing a dip in the traffic that comes to your website. This, ultimately, could mean lower revenue for your business. Fortunately, we understand the stress sudden declines can stir and, as such, have pulled together the most common reasons behind website traffic drops.
Google Algorithm Update
The first thing you want to do when your website traffic drops is to check if Google has released any algorithm updates. While they do this to improve the quality of the search results for their users, it can cause temporary issues for your audience if you get penalised by poor quality content or bad links. These penalties come from Google Panda and Penguin, whose duty it is to ensure the high-quality sites get to and remain at the top of the search engine results pages.
It’s imperative that when conducting a website redesign, you continue to check the status of your website’s functionality. It’s entirely possible that one simple change to the design of your website can cause a slower load speed which can increase your bounce rate and drop your rankings, decreasing the amount of traffic you receive. You also need to ensure if you change the location of your web pages that it is carried out properly so that search engines can index it and all links redirect to the new one.
Failing Tracking Code
One of the most overlooked causes of website traffic drops comes from the site’s tracking code itself. Any changes made to an Analytics plug-in or the like can lead to haywire reports. It can also come from your tracking code not being in the right place, the incorrect snippet, or extra, unwanted and unnecessary characters.
For a few select industries, you may have to come to terms with the fact that holidays will always mean a drop in your sales and traffic — unless you decide to get creative! Email marketing campaigns can be a way to get those visits back up — but ensure what you’re sending your clients is still valuable to them and relates to the particular upcoming event or holiday. If you can’t find a way to make it work, you can at least rest easy knowing it’s only temporary and work on improving your campaigns or website during this time, ready for when the traffic picks up again. There’s always a silver lining.
Website traffic drops result in less traffic which decreases your sales. It’s simple logic. What’s not simple, however, is knowing how to fix these issues. With the common errors listed above, you may be able to resolve any problems efficiently to get your traffic back in place before you start ranking lower in search engine result pages. Keeping an eye on your analytics is imperative to the success of your business so don’t forget to note what works, what doesn’t and any recurring issues so that they can be addressed immediately.
Need some help implementing a marketing campaign that will bring you more qualified and motivated traffic? At Disrupt Digital, that’s our speciality. Call our experts today on 1300 859 600 to get your business converting!