When Website Traffic Is Down: What To Do During the Slow Season
Every ecommerce store hits slow periods. Whether it’s the post-holiday dip or a lull before back-to-school, these quieter seasons are totally normal. But they’re also a golden opportunity to get ahead while others hit pause.
When traffic is down, here’s what to focus on to sharpen your store and set up long-term wins:
1. Work on Conversion Rate Optimization (CRO)
If fewer people are visiting your site, make sure the ones who do land there are converting. Start with:
- Reviewing your analytics
Look at high-traffic, low-converting pages. Are people bouncing fast? Dropping off at checkout?
- Simplifying the buying process
Improve CTAs, clean up navigation, and streamline checkout. (Yes, guest checkout helps.)
- Testing layout and messaging
Try new hero images, headlines, or homepage features. Use tools like Microsoft Clarity to track what people are actually doing on your site.
2. Run Tests You Didn’t Have Time for During the Busy Season
Slow traffic = more flexibility. Use this time to test things that felt too risky before.
- A/B test key elements
Try different button copy, promo structures, or product layouts.
- Play with offers
Test BOGO vs. % off, free shipping thresholds, or bundling strategies.
- Tweak email automations + landing pages
Refresh your welcome series email automation (or begin one if you haven’t started). Test a new layout on your lead gen page. Update abandoned cart emails.
3. Tackle the Long-Term Projects
The things that take time—but seriously pay off.
- Update your SEO
Refresh meta descriptions. Add internal links. Update older blog content.
- Improve product pages
Better photos. Video demos. Clearer descriptions. FAQs. All the stuff that builds trust and helps people buy.
- Plan for your next peak season
Look at what worked last year. Start building campaigns now. Create your content calendar, prep new offers, and gather assets ahead of time.
Slow Traffic Doesn’t Mean You’re Stuck
Your best opportunity for growth often happens when things are quiet. Optimize now, and you’ll be ready to scale when traffic comes back strong.
Need a second set of eyes on your site?
Let’s talk strategy. We’d love to help you optimize during the slow season and plan your next big win.