Organic traffic DIP by -40%

Reasons for dip in organic traffic?

[Mehmood Hanif]

This year, we are getting less traffic (-40%) despite of better ranking than the previous year.

I've analyzed the following reason for DIP but this couldn't justify the dip percentage.

1. August 2021 update regarding meta titles -- Google changed our titles and our CTTR decreased, but at that time, the DIP was only 5% and it is increasing every month with the same ranking so can't tag all the weight on this.
2. Google SERP changes -- showing local shops, maps, paid + free shopping ads. This also might create an impact but can't calculate in numbers.

Unable to find any other reason -- Keyword search volume is the same or increased in some cases as per AHREF..

Curious to know what I'm missing here? Can anyone help, please?

Industry: Clothing --> Outerwear
Ecommerce: --> Mostly traffic on category pages

[Dimitri]

When you do not loose ranking, there is nothing much you can do.

A Change of the SERP layout (adding extra links above organic results) , can have drastic effect on your traffic.

Same, when Google rewrites your title.

Also, recession, war, pandemic, heat waves, etc... can alter people's behaviors .

[Mehmood Hanif]

When I'm unable to justify anything in numbers it triggers me a lot! As I need to share a report to the CEO for this dip!

[Essex_boy]

Send me a link if you like, ill take a look