Traffic and sales are measured separately for a reason — treating them as the same problem leads to fixing the wrong thing.
Before assuming a traffic problem, calculate what share of current visitors actually convert. A low rate against decent traffic volume points squarely at an on-site issue, not a visibility one.
Traffic landing on an irrelevant or poorly-matched page won't convert regardless of overall site quality — checking landing page relevance against what actually brought the visitor there is a common, overlooked diagnostic step.
It's a common, costly assumption. If the existing traffic isn't converting at a reasonable rate, additional traffic of the same quality will underperform in the same way, just at greater volume and cost.
Compare your conversion rate against a reasonable benchmark for your industry and traffic source. A significant gap below benchmark is strong evidence the problem is on-site, not upstream in traffic generation.
Find out which problem your own site actually has.
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