On one of my sites, in the last 2 years, the conversion rate has fallen from over 3% down to a little over 1%. However, in that same amount of time monthly sales count has gone up 200% and revenue has gone up 250%.
This was accomplished by adding about 60 articles and 20 videos which greatly increased the traffic, decreased the average level of buyer intent, but resulted in higher search rankings for queries with buyer intent.
So conversion rate might not be the best indicator of success.
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