Picture this: You have your website launched, you’re running analytics on a weekly or monthly basis and everything is going great. Your website receives steady traffic from sources you have cultivated, ad campaigns you’ve purchased and from popular search engines. Then — suddenly — traffic slows. Where you were once seeing dozens or hundreds of hits per day, you’re now seeing far fewer. What went wrong? There are four common causes of website traffic decline that may help explain your conundrum.
A Campaign Recently Ended
Perhaps you’ve been focusing extra marketing efforts on a recently introduced product, expanded into a new market or launched a new service. Until now, all of that hard work has been garnering site views. People want to check out the next hot topic. Especially with long campaigns, you may get used to the inflated numbers and think that the higher rate of traffic is your new normal. If you’ve been seeing less traffic and your campaign has ended, things are probably getting back to normal until you ramp up for your next major campaign.
Branded keywords are no longer Working
A review of past reports can help determine what percentage of website traffic used brand-specific keyword. If fewer and fewer people are searching for your brand or product, you have a larger issue to consider: Why? Perhaps you sell seasonal items and it’s currently the off season, or consumers are finding your services less relevant today than they were three months ago. You can’t make someone search for your company with SEO tactics but you can use this insight to drive marketing and social communications.
Seasonal ebb and Flow of Traffic
If your business is seasonal, perhaps slow season just started. To get a perspective on why traffic has dropped, look at the past few months and review the traffic those months received to that same time period during a previous year. If the numbers match up, you might be in for a slow period. Not to worry, traffic shuold rebound to normal levels at some point down the road. It’s completely normal to have slow seasons and busy seasons, no matter what industry you’re in.
Website or Web Host Problems
If you recently launched or updated your website, check to ensure that all of our pages made the transition. If search engines have yet to index your website, you’ll see a drop in SERPs until they catch up with your new site. If your web host has been experiencing down time, you’ll see a corresponding drop in traffic. If you forgot to add the proper analytic tracking codes onto pages, you’ll see a zero traffic count until you rectify this specific trouble spot. If these problems arose because the website transition was incomplete, taking steps to complete those forgotten tasks should bring traffic back to projected levels. If it seems to be a host issue, you may want to find a new web hosting company.
If any of these factors are causing a lower traffic rate, stay calm. Things will turn around. In the meantime, use your creative energy to write new blog posts, generate social content. Continue to get your business’ name out there so you can generate more leads and improve your ROI.