Google Analytics - Organic Search Traffic & Queries -What caused the huge difference?

[joony]

Our website traffic dropped a little bit during the last month, but it's getting better now, almost the same with previous period. But our conversion rate dropped by 50% for the last three weeks. What could cause this huge drop in conversion rate?

In Google Analytics, I compared the Organic Search Traffic with previous period, the result is similar. But the Search Engine Optimization ->Queries shows that the clicks for last month is almost zero. What could be the cause of this huge differnce?

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[Hutch42]

In general structure changes can cause changes in traffic, for your conversion you should also look at your GA goals and how (if any) your events are programmed.

[joony]

Thank you! I'll change the GWMT right away.

Is it possible that the traffic drop in Feb was caused by switching to https and relative links? And caused the conversion rate drop by 50% even with similar traffic amount?

I read a case here that this website dropped in traffic after switching to https:

http://searchengineland.com/google-makes-penalty-mistakes-buffer-story-203591

[Hutch42]

If you switched from http: to https: you need to change your GWMT. Your GA account is linked to your old GWMT for non-secure, you will need to set up a new GWMT account for secure (https:) and then link that with your GA account.

[joony]

1. Only one thing - changed my site from http into https in Feb and changed all the internal links into relative links.

2. Yes, impressions did fall. Please see the image of Impression data.

3. No, the keywords are not seasonal.

4. No, I haven't received any alert in GWMT.

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[Hutch42]

While I would need a lot more information or time in your GA to get to the bottom of this, here are some questions:

Did you make any changes to your site code or GA account settings in February?

Did your impressions fall during this time as well or just your clicks?

Are your keywords seasonal, based on specific dates or events?

Do you have an alert in GWMT about your site?