A page showing a decline in your analytics is rarely good news. Except when it is.
On my site, the page /signup has seen a 16% decline over the last 30 days. At first glance, this looks like a problem. But when I look at what’s rising at the same time, my /demo page is up by 200%.
And that tells me something very specific about my visitors’ behavior.
Understanding the decline in context
In Webful, the Content Trends section shows which pages are gaining traffic and which are losing it over the last 30 days. It’s not just a list of pages that are rising or falling—it’s a map of your visitors’ behavior.
Here, the message is clear: my visitors no longer want to sign up right away. They want to see the product in action first, to understand what they’re getting before committing. My user journey has gotten longer. It’s no longer landing page → sign-up. It’s landing page → demo → sign-up.
Two very different scenarios
This is where it gets interesting, because the two possible scenarios call for opposite responses.
First scenario: /demo goes live, visitors sign up afterward, and registrations follow. This isn’t a problem. It’s just a two-step process. Visitors need to see it before they believe it, and that’s perfectly normal.
Second scenario: /demo goes up, /signup continues to go down, and sign-ups aren’t following. That’s a real red flag. The demo isn’t convincing. Or the path from the demo to sign-up is too complicated.
Without a conversion funnel, it’s impossible to know which of the two scenarios applies.
Set up the funnel to determine which one it is
The solution is to set up a custom conversion funnel with the steps /demo → /signup. And to see exactly how many visitors who go through the demo end up signing up.
Without that, you’re flying blind. You could spend weeks optimizing /signup when the real issue lies elsewhere: in the demo itself, or in the path leading to it.
The next time a page’s performance drops in your analytics, before rushing to optimize it, look at what’s rising at the same time. The answer always lies in the full user journey, not in a single page.
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