On the other hand, if it comes from the organic channel, a more in-depth analysis should be done, addressing some key points such as:
see if it is due to a loss of positioning of keywords (the positioning of my pages in Google) by analyzing the behavior of the keywords that bring traffic to the website.
Another point to consider is whether it is a more seasonal factor in searches related to the sector of activity. For example, searches for fireplaces in summer will drop no matter how well positioned your website is, since the search intention of users during the warmest months of the year is lower with respect to heating options.
We also need to find out if it's a sharp drop on one specific page , for example a specific post, or if it's a general drop across the site. You may be dependent on one post or page for traffic to your site and a drop on it could have a big impact on you.
In addition to all of the above, you should also consider whether the drop in visits comes from the market you are targeting or if it is due to other markets. For example, imagine that the market you are targeting is Spain, and, upon analysis, you see that your organic traffic has dropped from another country. A priori, this will not have the same importance as if the drop comes from Spain, since it is not the main market you are targeting.
Finally, you always have to put all this into context with Google's algorithm , since its changes can affect the positioning of the website as a whole. You have to understand what changes can occur in order to act accordingly.
- Fall in record capture
If you have a case of a drop in leads, you need to find out at what point in the funnel this drop in results has occurred. It can occur on the landing page or article in question (since fewer visitors have arrived), or in the CTA with a drop in the CTR, but, in this case, in the form conversion.
In light of this, what questions need to be asked?
% conversion vs. number of visits . Imagine that the conversion rate remains the same, but there are far fewer visits, so there are fewer leads and we will have to work on improving the number of visits.
Which channel and which page? Analyze which channel or which pages are experiencing these drops in registration acquisition to analyze each of them separately.
Alignment with the ebook? You have a large increase in visits but south africa numbers no downloads of your ebook. Have you considered that perhaps the content of the post or the landing page is not in line with the ebook or resource you are offering? It is important that both are related to achieve better results.
CTR of the call to action . If the CTR of the CTA drops, you will have to test optimizing the image and/or copy.
Landing page conversion . The same thing happens when the conversion on the landing page is not as expected. Here you will also have to work on the copy, image and even the form, since it should not be too long. The offer on the landing page must be clear, not cause confusion and be aligned with everything else that is offered, that is, it must guarantee a good user experience.
General or centralized drop in leads in one element . Another point to study is to see if the drop in leads comes from a specific element, for example, an ebook, or if, on the contrary, it comes from all the resources and ebooks that you are offering.
- Decrease in the quality of records
Another case you can observe is that the volume of your leads has not decreased, but you have noticed a decrease in the quality of these leads. To do this, you can answer three clear questions:
Where do these leads come from? It is important to know the origin of these records, as they may come from an article that is far from our product, so the user's interest in our service or product will not be very high and, therefore, the quality of this lead will be lower.
What profile do the leads we capture have? What qualitative characteristic has been most affected? It is necessary to analyse the profile of the leads we are capturing: profession, country, age, etc. This can help us to see what type of content is best suited to each segment and, therefore, we will be able to better focus the following contents, so that we can once again capture leads from the target audience segment we want to capture.
In which campaign has the quality dropped? In this regard, you will need to see if the quality has dropped in all your campaigns or just in a specific resource, since the way you act will be very different.
- Fall in the acquisition of business opportunities
If you have noticed a drop in SQLs or potential clients, there are three points to review:
Which channel or campaign? As usual, you will have to analyze the channel or campaign that is not reporting good data. It is not the same if the decrease comes from Social Media than from the referral commercial offer.
General decline or a decline focused on a specific campaign.
Conversion . At this point, you need to check whether the drop in conversion is due to a drop in lead quality.
- Fall in customer acquisition
We have reached one of the last stages of the funnel, and you may notice a drop in customer acquisition. In this case, the first thing to do is to see where this drop is, that is, at what point in the funnel it occurs.