Dear P-Pharma, Darius, CarStickersDecal, The Tool
To figure out exactly what's happening, may I suggest the following?:
If you have access to old Google Analytics Data (pre-conversion to V 4.x.x), you can create an excel with the following columns for a period (say 6 months):
Unique Visitors
checkout.cart
checkout.checkout
step_two
step_three
step_four
checkout.complete
. You can look up these query strings in the URL match area of google analytics for a date range. Then you can compute percentage of each column relative to the unique visitors. E.g. I know an average percentage of visitors who come to cart, go to checkout, then go onwards. Ideally this comparison should be done for both mobile & non mobile view.
You can then run the same analysis for shorter durations on the new site.
Such an analysis will give a very precise picture of where exactly the issue may be (maybe it's googleweblight issue, panda, penguin, or some step in the checkout process). Have attached a sample file (it's a image, apologies : can't upload xls)
Maybe it's a very small thing that's causing (if at all) issues, which can be fixed really easily. E.g. on checkout page, I noticed that keeping Guest Checkout option First (Left and Top) and having radio button positioned on "Guest Checkout" really helps conversions a lot (rather than standard - "Registered Guests log - in" option). Also allowing registered customers to checkout as guest.
After all, there is no doubt that responsive pages, better search, options etc will cause positive effect on the entire ordering process.
Request others to also share inputs!
Warm Regards