Next steps:

• Did you recently change your calls to action (which may have backfired on you?)
• Did you recently add new calls to action and forgot to measure them?
• Did you recently change your prices or stop promotions?
• Did you recently make major changes to site navigation or layout?
• Has there been a shift to more offline conversions, e.g. call center or stores?
• Ask Unica NetInsight: Is the issue more pronounced with certain products or visitor segments?
• Ask Unica NetInsight: Are there unusual site errors?
• Ask site performance tool: whether the site is responding slower than usual? You would then expect more visitors to bail on you.
• Ask Unica NetInsight for top drop-off pages and use voice of customer
• Also investigate social media chatter to see if the mood has turned against you or your products
• Also investigate competitors who may have improved their site or offering making you relatively less attractive now.