90% less CTR after multiple changes

[jetteroheller]

Just changed the site of a friend last week.
New layout is smartphone approved.
Change to UTF-8
Change from http to https
2 ads the same, 4 ads in new sizes (3 AdLinks)

Nearly Everything like expected:
Google Analytics shows at mobile users an increase from 1,3 to 2,7 page views.
Page impressions increased, ad impressions increased.
The only problem: CTR decreased 90%

My own pages use a similar layout like his new layout and has a several times higher CTR.

Any idea about it?

[martinibuster]

What's the before and after difference on mobile?

[jetteroheller]

At mobile Increase from 1,3, to 2,7 pages per visit, Drop rate down from 80% to 60%.

[JorgeV]

Hello-

What about the "coverage" metric? Since you switched the site to HTTPS , it requires the Adsense bot to crawl the page again, before starting to serve ads.

[frankleeceo]

Sometimes a bad layout encourages CTR, as people try to zoom around the screen they tap on ads. It sounded like you got your friend mobile responsive layout? (not saying it's good UX and it's probably bad for longer term growth).

Unless you and him are in the same exact niche, user intention and natural CTR varies a lot. It's like apples to oranges.