Web Analytics Question Support System

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Significant drop in direct traffic to your site (or traffic from all sources dropped)

Learned so far:

  • Site conversions are down
  • Your traffic is down but your competitors' traffic is stable or even up
  • Direct traffic to your site had a significant drop (or traffic from all/most sources dropped

Next steps:


This wizard ends here. But you should check the following
  • Did you stop ads or other on- or offline marketing initiatives recently? If so, your 'view-throughs' will likely have gone down
  • Did you significantly change marketing / ad messages or calls to action? If so, maybe your 'view-throughs' have gone down
  • Did competitors launch new ad campaigns or products or promotions?
  • Ask social and other media monitoring tools about increased negative buzz about you or positive buzz about your competitors
  • Has customer satisfaction soured so that word of mouth referrals dropped?
  • Meanwhile, you can also work to achieve more results with your remaining traffic, i.e.1.) site and ad optimization, and 2.) interactive marketing and targeting with individuals
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Comments and thoughts that have been submitted on this wizard page:


Name: Akin Arikan
URL: MultichannelMetrics.com
Comment:

In a situation where Direct traffic to a site was down, Romy Misra also had following recommendations today on the Yahoo Web Analytics discussion board:

"I would first check to see if the pages are tagged properly. One of our clients experienced a drop in traffic and found a couple of pages not tagged well.

Then,try and segment across different factors to try and identify where the problem is. Is there any particular region, keywords, referring sites, new vs
returning visitors which is particularly affected?Then dig deeper and find out what the cause could be."

See http://tech.groups.yahoo.com/group/webanalytics/message/24213


Name: Akin
URL: http://multichannelmetrics.com
Comment:

Another rather obvious possibility that I neglected to consider in the wizard's content is that repeat visits by existing site visitors may be trending down. Check in your web analytics solution whether the frequency of visits by visitors is trending down.

If so, is the content on the site getting stale?





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