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How do I diagnose a landing page conversion rate drop?
From the Tailor AI team · Reviewed
Answer
Start with tracking, then traffic mix, then page changes, then downstream lag. Most conversion drops come from one of those layers.
When CVR drops, do not immediately blame the page. First ask what changed.
Check:
- ·Tracking: Did the goal stop firing, duplicate, or change definition?
- ·Traffic mix: Did spend, campaign, keyword, geo, device, audience, or source mix change?
- ·Page/UX: Did the landing page, form, CTA, load speed, or Tailor variant change?
- ·Experiment exposure: Did traffic shift between control and treatment?
- ·Downstream lag: Is the goal delayed, like pipeline or revenue?
Tailor helps by connecting traffic, page behavior, experiment exposure, and downstream outcomes in one investigation path.
Steps
- Find the exact date and time the drop started. Compare tracking, traffic mix, page changes, and experiment launches around that point.
Caveats
If the conversion goal is downstream, today's "drop" may be normal attribution lag.
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