Been working on a main term for a bit now, got to #2 and held there for a few months. Monday our site moved into the #1 position for the first time (consistently). Traffic went up as expected however sales tanked, bad. Where we had been averaging 1000 orders a day consistently in the #2 spot as soon as we moved into the #1 spot sales dropped to 600 a day, a significant drop.
I fully expected our conversion rate to be lower since we would be getting more lookielou traffic but I would not have ever thought that sales would have dropped.
My first thought is that the extra traffic pushed the server to the point of slowing down the site. I'm looking into increasing server memory as that is the only bottle neck I'm seeing right now server-side.
Yesterday we dropped back down to the #2 spot and sales seem to have recouped somewhat.
Any other thoughts as to why the #1 spot would produce fewer sales (not lower conversion rate) than a lower position?