Have you noticed a drop in traffic to your website? For many companies, this is a big problem. In today’s digital environment, a significant drop in website visits could put your business at risk.
But it does happen from time to time, so it’s important to be able to spot it and fix it quickly when it happens.
First step = identify the problem
Be sure to track activity on your website regularly. A simple Google Analytics account is enough to keep an eye on the number of visitors to your website. This is how you will know when traffic is increasing or decreasing so you can react to it.
Second step = Diagnose the problem
After seeing a drop in traffic, the next thing you need to do is figure out where that drop is coming from. Usually, a drop in visitors can be attributed to one or two traffic sources.
Here you can use the acquisition reports from your Google Analytics account to sort traffic by channel. You can see if the drop in traffic is coming from direct sources (perhaps your email programs or offline ads), organic (search results), social media, or any number of paid sources. When you know which source is failing, you’ll better understand why your traffic is down and what you can do to fix it.
Step Three = Solve the problem
Most of the time, it’s up to you to fix the problem. Sometimes it can take longer than others, but a good marketer should be able to fix the problem once they identify it.
If the problem is paid traffic, ask yourself what you are doing differently. Maybe you start running different ads? Have you reduced your budget? Maybe you advertise somewhere else? This is usually the easiest problem to solve, because you have complete control over where you advertise and how much you spend.
If the problem is social media traffic, the solution is usually the same as paid traffic. Something is different in what you post, where you post or when you post. Maybe your content isn’t as engaging as it used to be. It’s easy to fix with better content.
If the problem is referral traffic from other websites, follow it to a specific website. Maybe they removed a link to your site that was getting a lot of clicks. Maybe they themselves lost traffic and therefore send you fewer visitors. This can be difficult to troubleshoot, but identifying the problem site allows you to contact it or do something about it.
Finally, if the problem is organic traffic, you may need to review your organic rankings. tools like Driver Where SEMRush allow you to monitor your rankings for a set of keywords. If your rankings start to fall from the top positions or the first page, it will almost always cause a drop in traffic. This is usually a sign of increased competition or poor website strategy on your part. This means it’s time to spend more on PPC ads or develop a search engine optimization strategy to improve your rankings as quickly as possible.
If your business is suffering from a drop in traffic, that’s no fun. You must act quickly. And marketers who have the tools and know-how at their disposal to quickly identify and fix the problem will be better off.