What can cause a sharp drop in conversion on the site?

Question

Conversion

On March 28-29, we noted a sharp drop in conversion on the site on traffic from Direct ( about 2-2.5 times ).
I don't know how it will be today, we'll see.
Absolutely nothing has changed on the site and the advertising campaign, the number of clicks on ads is almost always the same, it was the conversion to customers that fell sharply.
We maintain and track detailed statistics through the Direct API.
Does anyone have any ideas what this could be related to?

Answer 1

Competitors found you and called you, for example. Some external event happened and they began to search for your request and click a lot, but it had nothing to do with the service, so there was no conversion.

Answer 2

There are many options, of course. It is necessary to do an analysis in order to narrow the search area. For example, did the coefficient drop for all conversion goals (maybe someone added another goal to Yandex.Metrica or changed the parameters of the old ones); whether other quality indicators (failures, depth, time) have fallen; whether the distribution of traffic across campaigns has changed; Has the CTR changed? whether the distribution of traffic between requests has changed (for example, clicks on Additional relevant phrases have suddenly increased).
You also need to accurately exclude the possibility of changes on the site. It often happened that the client stated that nothing had changed, and in the course of the proceedings it turned out that they installed a buggy online consultant or updated the CMS version. Therefore, analyze whether the performance indicators of landing pages and the most visited pages have changed; do analysis using Metrica Webvisor; go through all the steps yourself (both from a third-party computer and from other browsers, and from a mobile device) from landing to conversion in order to eliminate errors that occur; eliminate errors due to changes in the hosting operation (page loading time, redirects, protocol changes).
View strategies assigned to campaigns. Perhaps some campaigns work on conversions - this may be a mistake in the Yandex algorithm. If there are other analytics systems, compare the indicators with them - there may be an error in one system.
As you can see, there are a lot of reasons. Try to narrow down the search for the problem, then you will quickly find it. Or, alternatively, everything will work itself out by then ...)

Answer 3

usually something breaks on the site
if there are more than 200 conversions, better than 1000 per day,
and if there were 30, but it became 10, it’s such a “breakdown”: “the leading political experts have ended their holidays and the last quarter has begun”

Answer 4

To quickly find out why the conversion has fallen and quickly fix errors, I recommend monitoring.kuoll.com
It looks at the correlation between errors and conversion and can show debugging information.