Conversion rate dropped 90% overnight

[iGamingMarc]

Hi guys,

Just looking for a little advise here.
Was sending traffic to an operator and was converting at 30% (click to reg) for about 3 months.
Then overnight (literally from the 16th to the 17th) the conversion rate dropped to 4%.
I have checked and the traffic we were sending did not change at all in terms of source or volumes.
The operator has checked and they can see absolutely nothing from there side to have caused this.

I am at a loss here as to what happened. Both us and the operator want to make this work, but neither of us can figure this out

[ddm]

maybe install a behaviour analytics / replay tool and see wtf is happening going forward, eg hotjar

https://www.hotjar.com/session-recordings/

[iGamingMarc]

Thanks, will install that and see what it shows. From our side, we track all outgoing clicks to the operator and can see that the click sources and volumes are the same.

[ddm]

Thanks, will install that and see what it shows. From our side, we track all outgoing clicks to the operator and can see that the click sources and volumes are the same.

has operator changed their CRM approach, messaging, bonuses overnight by any chance?

[golfbettingsystem]

Is 30% consistent with your other operators or is 4% nearer the norm? If it’s the latter then perhaps there was some duplication/bonus abuse which has now stopped. Guess the ongoing activity of the ones you recruited at 30% would give you a view on this also.

[iGamingMarc]

No looks like they have not, but I guess that would affect the conversion from reg to FTD and not from click to reg (which is where we are being hit)

[iGamingMarc]

Yeah this is fairly consistent across the board for us here. We were then converting from reg to FTD at about 60%, so quality was good. The volumes were small which is what makes the CR so important to us

[wonderpunter]

There was a google update around those dates.. and sometimes even though traffic and keywords are the same traffic quality drops.. like zombie traffic. I have seen it a few times.

[iGamingMarc]

Hmm, yeah I wonder if that was it. According to GA traffic has remained steady (overall slightly up) and other metrics look about the same (bounce rate, time on site, pages/session, outgoing clicks)

[MMM]

Check if the spread of traffic across your pages has changed.
For example - you can list a certain brand on 500 free games pages generating lots of clicks but in fact the conversions were coming from some low traffic / high converting pages.
So if those pages went down - your overall traffic and visits you send appear the same, but the conversions are gone.
Comparing with other brands listed the same way on your site can help.

[iGamingMarc]

Thank this is good advice. I'll go through and check properly but initial look seems like the same pages are getting the same traffic

[Sports6Cryptos]

TBH sounds like the operator is screwing you. Happens often enough, tease them, please them then drop a bomb and screw them.

Which operator?

[Sherlock]

Can you pls PM me the operator name?