Why your conversion rate changed
How to tell whether fewer people are visiting, or the same people are dropping out somewhere specific between the product page and payment.
- Who can do this
- Owner, Admin
- Plan availability
- Compare current packages
- Last checked
- September 20, 2026
What this does
Helps you find where shoppers are being lost, rather than only that fewer are buying.
Before you start
Enough traffic for a percentage to mean anything. On a small store a single day swings wildly and means nothing.
Steps
- Ask Torva "why is my conversion rate down". It walks the funnel against your own figures and names the stage that moved.
- Or check by hand in Analytics: compare visits, then how many reached checkout, then how many completed.
- Read them as a chain. The stage where the drop appears is the one to fix.
What happens next
Each stage sends you somewhere different:
- Fewer visitors is acquisition. Conversion is fine; fewer people saw it.
- Visitors not reaching checkout is your product pages — price, stock, or something that stopped being persuasive.
- Checkouts not completing is checkout itself: shipping cost at the last step, a required field, or payments failing.
Common problems
My rate halved overnight on twelve visits. That is not a signal. Small numbers swing hard.
Everything looks normal but sales are down. Then it may not be conversion at all — check whether order value fell instead. The same number of people spending less looks identical in revenue.
Torva says it could not measure a stage. Funnel history is kept from when it started being recorded, so a comparison needs a full earlier period behind it. It will say so rather than guess.
Still stuck?
Ask Torva from inside your account. It knows everything in this article and can also see what your own store is currently doing, so it can answer for your situation rather than in general.