Why are my sales down?

Sales rarely fall for no reason. Usually fewer people arrive from one place, or the same people stop buying at one step. Look at the two apart, and the cause is usually plain within an hour.

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Week by week, Jun to SepWhy sales moved

marked

Visitors from Google3,840 → 160 a week

New customers37 → 9 a week

Revenue€1,690 → €1,350 a week

14 Aug · from Google −96%new customers followed a week later; renewals kept revenue up for a while /blog/best-tools −910/templates −640

Drawn with made-up numbers.

What to check, in this order

1Make sure the drop is real: compare whole weeks, not a Monday with a Saturday, and check that your payment provider is still connected and being read.
2Split it: are fewer people arriving, or are as many arriving and fewer paying? Visitors and new customers on the same weeks answer that.
3If fewer arrive, find the source that fell. Google, a newsletter, a campaign that ended, a post that was busy last month and is quiet now.
4Then the pages: which ones lost the most visitors. One page falling points to that page; every page falling points to the source.
5If as many arrive but fewer pay, look at what changed on your side the week it began: a price, the checkout, a new plan, a release that broke the buy button.
6Last, new against lost: a month with fewer sales can also be a month with more cancellations. New customers and churn are two different fixes.

Where Sumly shows it

Visitors by source, page, campaign and country, day by day; click a source to see only its pages.
Insights › What moved: the sources, pages and countries with clearly more or fewer visitors than the period before, and how sure that is.
Revenue and new customers next to the visitors they came from, so a fall in one place shows in the other.
Marks on the chart where a source jumped, with the post that was out that day from Reddit, Hacker News, Bluesky, YouTube or the web.

Two ways sales fall

Fewer people come, or the people who come stop buying. The first is a traffic problem: a source went quiet. The second is a product or checkout problem: something between the first page and the payment got harder.

Telling them apart first saves the week you would otherwise spend fixing the wrong one. Visitors per source and new customers per week, side by side, are enough.

Mistakes that make it lie

Reading one bad day as a trend. Payments bunch up around paydays and launches; compare weeks.
Blaming the last thing you changed because it is the one you remember. Check the date the drop began against what changed that week, on your side and in your sources.
Looking at revenue alone. Renewals keep revenue up for weeks after new sales stop, so the fall shows late.

Sales down questions

How long should I wait before calling it a drop?

A full week against the four before it is a fair test for most sites. With few sales a week, wait for two, or look at visitors first: they move sooner and in larger numbers.

Could it be my tracking rather than my sales?

Yes, and it is worth ruling out first. If visitors fell but payments did not, the script may have gone missing from a page or a new cookie banner may be holding it back. If payments fell, check the provider is still being read.

What if every source fell at once?

Then it is rarely the sources. Look at what is common to all of them: the site being slow or down, the checkout, a price change, or the season.

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