We took a site we've had for more than 5 years which had good content but a simple, slightly ugly design and gave it a face lift. The homepage in particular we changed as we are trying to make this site an authority in it's niche and we've had much greater success attracting nature links with "pretty" sites, particularly in this specific niche.
So we launch the new design and everything is going well, we held or improved rankings for all our main search terms, traffic is slightly improved and things are looking good. Then we realize that the homepage CTR rate has more than tripled. Great news right? Wrong. Earnings per click have been steady in this niche for well over a year. The homepage is currently earning less than 30% of that rate. Every other page on the site has maintained the previous earnings per click.
I figured that the improved CTR might have set off some red flags and we should just wait it out. But now it's been almost 3 weeks and no change. I know almost every advertiser in this niche and it's the same ads loading on the homepage and internal pages, they are just paying much more off the homepage. I'm a day or two away from pulling the Adsense off the homepage completely and hope someone can share some knowledge about this situation.