Stores don’t suddenly stop making sales and generating revenue. There’s always a reason behind it. Something has changed, and you shouldn't ignore it. It could be the same reason your dropshipping business is struggling.
Are you struggling to figure out the problem? There’s only one answer: your traffic isn’t right, so you’re not converting.
In this blog, I’ll explain how these two affect your store’s ability to generate money. I’ll also share strategies to help you turn things around. You can also use these strategies to monitor your store’s performance, even if it’s still profitable.
Importance of Getting the Right Traffic and Conversions
Sales come from converted traffic. Although it’s true that traffic alone isn’t enough, it’s where customers come from. If you're not attracting the right traffic, conversions will drop, and your store’s revenue will decline.
The right traffic is website visitors who are actively interested in and looking for the specific products you offer. This is why I always say you don’t need a lot of traffic; you just need the right one. That group of people is more likely to convert and generate revenue.
If you’re running paid campaigns to get traffic, but your sales decline, it means the conversion rate of the traffic you’re getting is low. They’re not buying—you’re targeting and attracting the wrong people. With low conversion rates, you’ll also be getting fewer sales and profits.
Why Is Your Traffic Dropping?
If your sales drop despite getting the right traffic during the previous months, the problem lies in your traffic source. Most of the time, it’s because Google is redirecting more traffic to your other product pages. This is also an indication that your traffic isn’t right.
This means that Google is less focused on the product pages that previously generated sales, lowering your conversion rates. Google automatically allocates your ad budget based on its algorithm.
How to Fix It: Adjust Your Ads and Store
There are straightforward methods to fix the issue. However, to pinpoint what exactly is happening, you will need substantial historical data of your traffic, at least for three months. This helps you determine your true conversion rate. If your store is new, you just simply need to wait to get that actionable information.
Plus, don’t jump right into your Google Ads account and change things. There are many variables at play, and modifying them can do more harm than good.
Here’s what to do if you’re not getting the same right traffic and conversions to your store:
1. Look At Your Sales
Go back to your previous months; a three-month range would do. Look at which of your products sold most. Check the number and amount of sales for months one, two, and three. How much did you make, and how many units did you sell? Write them down for easier comparison.
2. Go to Google Analytics
Next, go to Google Analytics. In the content tab, change the date ranges to match the months you tracked previously. For each month, look for the specific product pages of your most sold products. Look at the traffic you got for each product for every month and write them down, too.
If you notice the drop in those numbers, then you’re on the right path. The root cause is that Google is spending more of your budget on your other product pages.
3. Adjust Your Biddings
To fix this, go to your Google Ads account, specifically to your Google Shopping campaigns. Check your product groups and focus on your best-selling products from the previous months. It’s time to adjust your budget for them.
For example, if you have bids of 35 cents per click for all of your product pages, I recommend increasing them. From that default bid, bump the bids for your best-selling products up to maybe 50 cents. This will bring them out front again, and Google will focus more on them. They will be shown more so they can get more clicks.
After this, you will see an increase in your traffic, and hence your sales, again. If it doesn’t, go back to your account and adjust the bids for the same products again. For products that received 100 unique visitors but generated no sales, consider lowering their bids again.
4. Tweak Your Store
If you’re still not converting, another thing to do is to adjust your store directly—the problem might lie there. For example, you can improve the product descriptions. Here are some tips:
For more information on this, you can check here.
How to Maintain Your Sales and Profitability
To maintain your conversions and sales, you need to monitor your analytics closely. At the same time, one of the best ways is to know what your competitors are up to. Remember, if your sales are down, those lost sales are going to your competitors.
Look at your top three competitors. Check what’s different about their store and their Google listings. Is it a promotion? Free shipping? Or better product photos?
Use that to improve your product pages and listings. Do better than your top competitors so you can appeal more to buying customers. Plus, if you notice an issue with your sales, check your traffic first—just as I discussed above—before making any major changes.
Conclusion
If you notice that your store isn’t making money like it previously did, remember to do this first before doing anything drastic:
Join my webinar to learn how to solve other store-related challenges. If you have any questions, drop them in the comments!
