Oh eCommerce conversion rate, you fickle beast. Why have you suddenly dropped?!?!?!?
Identifying why your eCommerce conversion rate has tanked is never easy, and to be frank almost impossible to pick exactly why.
There is one approach that I’ve only ever seen really smart eCommerce stores do, and it can be a life saver. It’s a little known feature in Google Analytics. It’s called “Annotaions”.
Google Analytics annotations allow you to leave a note about a changed made on a specific day in Google Analytics. You can look back and see what went wrong.
For example, if you changed the layout of your site on Tuesday the 18th of October, you can leave a note in GA. Then look at a conversion rate report and match up your annoation to around the date that conversions drop.
In GA go to Acquisition > All Traffic >(Any report, i.e. Source/Medium) Then pick a date range you want to add an annotation to > Then click the tiny little down arrow in the middle of your screen (Told you it was hidden)
It will reveal “+Create new annotation”
Pick the date you made a change and add in a detailed note.
Learn a new discipline
You’re going to have to get in the habit of keeping this updated, everytime you make a change to your eCommerce store. Then you can look back when your conversion rate drops and get better insight into why it may of dropped.
Tomorrow you will thank you.
Warning eCommerce conversion rate issue are very hard to diagnose, for more info on averages and other ways to fix it read this.