People usually see the impact of a site change or redesign by measuring the conversion rates, but how to look into conversion rates makes the difference. It has been analyzed for sites that increased their traffic, saw a decrease in the conversion rate. This might happen because of SEO changes that got traffic to the site but the targets were irrelevant. Conversion rates need to be evaluated seasonally as well as some of the businesses are seasonal and hence get more conversion rates accordingly. This article tells in detail about the changes that make a site better but are hidden by traffic channel mix changes and explains some case studies to support the analysis.
Disclaimer: The above article has been aggregated by a computer program and summarised by an eCommerce specialist. You can read the original article at Goinflow