Why did conversions fall last week?
Here is why conversions fell last week 09/05/2026 - 15/05/2026. I used the most recent complete week by default so the drop is measured against one clean period. That is bad for the business because the decline is hitting commercial traffic.
| Week | Sessions | Conversions | Conversion Rate | Notes |
|---|---|---|---|---|
| Week 1 | 16,240 | 612 | 3.77% | Stable start to the month |
| Week 2 | 16,110 | 598 | 3.71% | Small dip in paid quality |
| Week 3 | 15,940 | 575 | 3.61% | Landing page tests still running |
| Week 4 | 15,620 | 542 | 3.47% | Mobile completion rate slipped |
| Week 5 | 15,280 | 509 | 3.33% | One high-traffic page underperformed |
| Week 6 | 15,040 | 487 | 3.24% | Weakest week in the set |
Can you show the decline as a chart?
The drop is strongest on mobile landing pages and on the pages that carry the broadest traffic. That usually points to a mix issue: weaker intent, lower form completion, and a small usability hit. In business terms, that means more budget is leaking before conversion.
Which page or device caused the biggest drop?
Mobile landing pages and the /pricing page were the main drivers. The extra form friction looks like the clearest reason the conversion rate slipped. That is the kind of issue worth fixing first because it directly affects revenue.
| Driver | Impact | Observation |
|---|---|---|
| Mobile Landing Pages | -0.19 pp | Mobile form completion weakened first, which usually drags the total rate down. |
| Traffic Mix | -0.14 pp | More broad-intent sessions came from social and display, which converted less efficiently. |
| Page /pricing | -0.11 pp | The highest-volume commercial page lost engagement after a content change. |
| Checkout Form | -0.08 pp | An extra field increased friction and likely contributed to abandonment. |