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Strange PPC Behavior
dane120

5+ Year Member



 
Msg#: 3618942 posted 11:10 am on Apr 4, 2008 (gmt 0)

This might be the wrong place to post this question but I would like your opinions anyway.

I am running a large Adwords campaign for a client driving large volumes of traffic everyday producing large numbers of conversions on a daily basis. I have been running this campaign for a period of 6 month. Over this period we have been producing very consistent volumes of conversions, converting on a daily basis at almost exactly the same percentage.

During the past 3 weeks particularly on a Thursday our conversion rate is fluctuating massively. During the lead generation we are asking the users to fill in a form fill and it appears to be one particular page causing the drop off in conversions. When I test that particular page I never receive a problem so I have no grounds to know if this page is failing or not allowing the user to proceed.

The only issues that has occurred while experiencing problems with fluctuating conversion rates is problems with other sites the client have are failing. Which suggests there has to be a problem with the site I am advertising?

When speaking to the IT guy at the clients end, he is giving me no feedback as to whether or not the server or website could be failing for some people.

Like I say the Adwords campaign has been running for over 6 months producing consistent data, there has been no major change in PPC traffic or costs; it is purely down to conversion rates changing.

 

cliffhanger

5+ Year Member



 
Msg#: 3618942 posted 12:28 pm on Apr 4, 2008 (gmt 0)

certainly sounds like something is wrong with that form page.

i think you should run a downtime report, to check that everything is actually going fine with that page.

do you have a funnel? where are the users going to after the exit?

it may be a problem with people not wanting to fill up forms... dunno <insufficient data>

phranque

WebmasterWorld Administrator phranque us a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month



 
Msg#: 3618942 posted 9:14 pm on Apr 4, 2008 (gmt 0)

if you are measuring the conversion on the "thank you" page i can almost guarantee that something is hanging on submit and the users are canceling before the page loads.

i would graph conversion rates by hour, and especially look specifically at the last 3 thursdays and see if you find a pattern there.
then ask IT what is happening during the time(s) of day the conversion rates drop.

tsinoy

10+ Year Member



 
Msg#: 3618942 posted 6:03 pm on Apr 5, 2008 (gmt 0)

if you are measuring the conversion on the "thank you" page i can almost guarantee that something is hanging on submit and the users are canceling before the page loads.

i would graph conversion rates by hour, and especially look specifically at the last 3 thursdays and see if you find a pattern there.
then ask IT what is happening during the time(s) of day the conversion rates drop.

I agree with this assessment that's what I would do.

also, google periodically test their other online properties/partners... you might want to check where the traffic is coming from on that day compared to other days by looking at the source site report...of the server.. what domains are producing more traffic that day...

let us know if you find out anything.

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