Conversion to purchase dropped by 5%. What do you do?

A 5% drop in conversion rate is a signal to analyze and respond quickly. Actions:

1. Data collection: check metrics to understand where exactly the conversion dropped — at which stage of the funnel.
2. Analyze changes: find out if there have been recent changes in the product, design, marketing, or external factors (e.g., seasonality, competitors).
3. Check technical issues: ensure there are no bugs, page loading problems, or tracking errors.
4. Feedback: gather user reviews, conduct surveys or usability tests.
5. Hypotheses and tests: formulate hypotheses, run A/B tests to verify changes.
6. Adjustment: based on test results, make necessary improvements.

It is important to act quickly but systematically to identify the causes and minimize losses.