Find out why your conversions dropped
Enter a few numbers and recent changes to get a practical diagnosis of what likely caused the drop and what to check next.
Useful for founders, small teams, and anyone trying to understand what changed without digging through dashboards.
Your numbers
Compare two periods (for example, this week vs last week). The tool works best with at least 200 visitors per period.
Try an example
Total visitors in the earlier period
Total visitors in the recent period
Signups or purchases in the earlier period
Signups or purchases in the recent period
Pick the source that grew or shrank the most
If you know which funnel step had the biggest decline
Common scenarios
Not sure what your numbers mean? These are the patterns we see most often.
Traffic up 60% after Reddit launch, signups barely changed
Likely diagnosis
Traffic quality shift
Reddit traffic is curiosity-driven. The new visitors are browsing, not buying. Your existing sources are likely converting at the same rate. The blended average looks worse because low-intent traffic is diluting it.
Mobile signups dropped after a pricing page redesign
Likely diagnosis
Mobile pricing UX problem
The redesign likely works on desktop but breaks on mobile. Pricing tiers may be cramped, the CTA may be below the fold, or trust signals may be hidden on small screens.
Signups are flat but activation dropped after onboarding changes
Likely diagnosis
Onboarding or activation issue
The landing page is still converting. The problem is after signup. The onboarding change added friction or delayed the moment users experience value.
Traffic fell 30% and conversions fell with it. Rate stayed the same.
Likely diagnosis
Top-of-funnel traffic drop
The page works fine. You just have fewer visitors. A campaign ended, a ranking dropped, or a referral source dried up. Fix distribution, not conversion.
Desktop conversions stable, mobile weak, no obvious change
Likely diagnosis
Gradual mobile degradation
Mobile conversion problems can creep in silently through small layout shifts, slower load times, or form fields that are hard to tap. Open the page on a phone and try to sign up.
Paid campaign tripled traffic but signup rate halved
Likely diagnosis
Paid traffic quality mismatch
The campaign is reaching a broader audience than your organic traffic. The targeting may be too wide, or the ad copy may attract curiosity clicks rather than buyers. Check conversion rate for paid traffic specifically.
Why conversion rates drop
Conversion rate is the ratio of signups (or purchases) to visitors. When it drops, one of three things has usually changed: the visitors are different, the page is different, or the product experience after the page is different. Most founders react to conversion drops by changing the landing page. But that is only the right fix about a third of the time. The other two thirds are traffic quality shifts or post-signup friction that has nothing to do with the page itself. The traffic up, conversions down pattern is one of the most common and most misdiagnosed.
How to tell whether the problem is traffic or conversion
The fastest diagnostic is to check conversion rate by source. If your organic and direct traffic are still converting at the same rate they always have, the page is fine. The new or changing traffic sources are the variable. If all sources are converting worse, something on the page or in the funnel has changed. This one split, conversion rate by source, resolves most ambiguity. For the full framework, our traffic source comparison guide walks through the analysis step by step.
Common reasons startup signups fall
The most common causes for conversion drops in early-stage products are traffic source shifts (a launch spike fading, a new campaign attracting the wrong audience), mobile layout problems (especially on pricing pages), and post-signup onboarding friction. Less common but worth checking: broken forms, slow page loads, and expired social proof. Our case studies on mobile pricing page conversion and traffic up but signups down show two of these patterns in detail.
What to check before changing everything
Before rewriting your landing page or changing your pricing, run three quick checks. First, split conversion by source to isolate whether the page or the traffic is the variable. Second, compare mobile and desktop conversion separately. Third, check whether the drop has persisted for at least 5 days. Short-term fluctuations are normal and often reverse on their own. Acting on two days of data wastes effort. For a prioritization framework that helps you decide what to fix first, see how to decide what to fix first.
Keep reading
Explore related guides, case studies, and tools.
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