Landing Page Re-Build In WordPress: Traffic Up, Leads Down.
How to pinpoint and resolve?
Let’s start with some questions and scenarios..
Is this a systematic failure or a short-term problem that will recover quickly?
If a systematic failure, perform a technical audit:
– Ensure all buttons / links / lead capture/forms, are working correctly
– Compare CTA click rates with page submission rates
– etc.
QA cross-browser/device design & layout
Is the landing page breaking on certain browsers or devices, that might be bringing those leads?
Page Speed?
Is the Landing Page speed slower on WordPress compared to the Netlify page? Run an audit/comparison.
Investigate paid traffic?
Lower probability, but check with the PPC team/manager if adjustments are being made to account for click costs, etc.
Metrics such as budget, average cost per click, search impression share, and clicks can often change and evolve rapidly from week to week.
How are the leads measured?
Actual form fills or perhaps unlikely, but could Netlify possibly be reporting false leads?
Or is this something simple?
Could this simply be a result of seasonality or holiday periods?
Was there a spike in traffic when the page was on Netlify due to a holiday or seasonal change that could have affected the WordPress page version?
A lot to consider!
Let me be the one to do the thinking 🙂