First & Foremost, Don’t Panic!
Experiencing a 60% drop in sales can be terrifying, but it’s important to stay calm and approach the situation with a clear mind. Panicking will only cloud your judgment and make it more difficult to recover.
Place A Real Test Order Right Now!
One of the first things you should do when you notice a significant drop in sales is to place a real test order on your website. This will allow you to experience the customer journey firsthand and identify any potential issues or obstacles that may be causing the drop in sales.
Houston, We Have A Problem…
Once you’ve placed a test order and identified any potential issues, it’s time to acknowledge that there is indeed a problem. Ignoring the drop in sales or attributing it to external factors will only delay the recovery process.
Look At The Numbers Over The Long Haul
When analyzing the drop in sales, it’s important to look at the numbers over the long haul. This means examining sales data over a period of several months or even years to identify any long-term trends or patterns that may have contributed to the drop.
Examine Long Term Trends Over 90 Days To See The Big Picture
One of the key strategies for recovering from a 60% drop in sales is to examine long-term trends over a 90-day period. This will provide a more comprehensive view of the factors that may have contributed to the drop and help you identify potential areas for improvement.
Traffic Metrics I Watch
When recovering from a drop in sales, it’s important to closely monitor traffic metrics such as website visitors, page views, and bounce rate. These metrics can provide valuable insights into the effectiveness of your marketing efforts and the overall health of your website.
Conversion Metrics I Watch
In addition to traffic metrics, it’s also essential to monitor conversion metrics such as add-to-cart rate, checkout completion rate, and average order value. These metrics can help you pinpoint any potential issues in the customer journey and identify opportunities for improvement.
Remember: Correlation Does Not Imply Causation
When analyzing the factors that may have contributed to the drop in sales, it’s important to remember that correlation does not imply causation. In other words, just because two factors are correlated does not mean that one caused the other. It’s essential to conduct a thorough analysis to identify the true root causes of the drop in sales.
If It Ain’t Broke, Don’t Fix It
While it’s important to identify and address any potential issues that may have contributed to the drop in sales, it’s also crucial not to make unnecessary changes. If certain aspects of your website or marketing efforts are working well, it’s best to leave them untouched.
Compile A List Of All Site Changes
As part of your recovery strategy, it’s essential to compile a list of all the changes that have been made to your website in recent months. This includes changes to the design, content, functionality, and any third-party integrations.
Changes That Could Affect SEO Traffic
When analyzing the list of site changes, pay close attention to any changes that could potentially affect your SEO traffic. This includes changes to page titles, meta descriptions, URL structures, and any other factors that may impact your website’s search engine rankings.
How Close To The Ground Are You?
When assessing the impact of site changes, it’s important to consider how close to the ground you are in terms of website management. Are you involved in day-to-day operations, or are you more hands-off? Understanding your level of involvement can provide valuable insights into potential areas for improvement.
Changes That Could Affect Your Add-to-Carts
Another crucial aspect to consider is any changes that could affect your add-to-cart rate. This includes changes to product pages, pricing, shipping options, and any other factors that may influence a visitor’s decision to add items to their cart.
Changes That Could Affect Your Checkout Completion
Similarly, it’s essential to identify any changes that could potentially affect your checkout completion rate. This includes changes to the checkout process, payment options, shipping costs, and any other factors that may impact a customer’s decision to complete their purchase.
Adding All These Third-Party Features Sounds Cool, But Is It?
It’s not uncommon for ecommerce websites to integrate various third-party features and tools to enhance the customer experience. However, it’s crucial to evaluate whether these features are truly adding value or potentially causing friction in the customer journey.
Your Homework Is To Place A Test Order
As part of your recovery strategy, your homework is to place a test order on your website. This will allow you to validate that any issues or obstacles you’ve identified have been successfully addressed and that the customer journey is seamless and frictionless.
Keep Your Head While Others Are Losing Theirs
Finally, it’s essential to keep your head while others are losing theirs. A 60% drop in sales can be daunting, but with a clear strategy and a level-headed approach, it’s entirely possible to recover and even exceed previous sales levels.
In conclusion, recovering from a 60% drop in sales requires a methodical approach, careful analysis, and a willingness to adapt and make necessary changes. By closely monitoring traffic and conversion metrics, identifying potential issues, and approaching the recovery process with a clear mind, you can turn the tide and set your ecommerce shop on a path to growth and success.