Rise 2 is the #1 paid landing page. Over 13 weeks it ran ~700K sessions and ~$602K in net revenue. It peaked the week of May 4 (88K sessions) and has fallen every week since to its worst week of the quarter. Traffic was cut roughly in half — but in the last two weeks, conversion rate also cratered to 1.68%, the lowest in the window, which is the part the team can actually control.
The decline came in two stages. First, traffic: Rise 2 sessions fell from an 88K peak (week of May 4) to ~39K now — roughly cut in half over five weeks. That's a media-delivery pattern (a big push, then a pullback), not something the page did. Then, in the last two weeks, a second problem stacked on top: conversion rate dropped from ~2.1% to 1.68% — the worst of the quarter — so even the traffic that's still arriving is buying less.
That second stage is the urgent one, because it's self-inflicted and fixable. It lines up exactly with the A/B tests currently live on this page — a CTA-copy test, a brand-new "Sophia" page taking 100% of a segment, and a sticky-CTA variant — several of which echo changes that already lost here. Revenue per visitor is at a 13-week low ($0.73) while AOV is dead flat (~$44), which proves the bleed is conversion, not basket size.
Each bar is weekly sessions; the purple number under each is that week's conversion rate. Green = the volume peak (May 4). Red = the most recent two weeks, now the lowest of the quarter on revenue, orders, conversion, and rev/visitor simultaneously.
All figures are /pages/rise-2 only, from Intelligems. AOV barely moves (~$44–46 all quarter), so weekly revenue is almost entirely sessions × conversion rate — which is why the recommendations below are all about CVR and traffic quality, not basket size.
| Week of | Sessions | Orders | Net revenue | Conv rate | AOV | Rev/visitor |
|---|---|---|---|---|---|---|
| Mar 9 | 74,731 | 1,443 | $66,042 | 2.07% | $45.76 | $0.94 |
| Mar 16 | 67,278 | 1,197 | $55,550 | 1.94% | $46.40 | $0.90 |
| Mar 23 | 43,997 | 739 | $34,385 | 1.81% | $46.52 | $0.84 |
| Mar 30 | 47,641 | 1,013 | $46,537 | 2.31% | $45.93 | $1.06 |
| Apr 6 | 42,466 | 660 | $30,492 | 1.70% | $46.20 | $0.78 |
| Apr 13 | 37,702 | 587 | $25,856 | 1.69% | $44.04 | $0.74 |
| Apr 20 | 38,794 | 736 | $33,040 | 2.07% | $44.89 | $0.92 |
| Apr 27 BEST CVR | 54,426 | 1,256 | $55,120 | 2.49% | $43.88 | $1.09 |
| May 4 PEAK VOL | 88,417 | 1,868 | $82,306 | 2.28% | $44.06 | $1.00 |
| May 11 | 75,021 | 1,502 | $65,608 | 2.14% | $43.68 | $0.93 |
| May 18 | 47,482 | 948 | $42,807 | 2.14% | $45.15 | $0.96 |
| May 25 | 42,898 | 811 | $37,116 | 2.05% | $45.76 | $0.93 |
| Jun 1 TROUGH | 39,390 | 613 | $26,951 | 1.68% | $43.96 | $0.73 |
Note: the Jun 1 week ends today (Jun 8); the last day or two may be slightly under-reported in Intelligems. But the trend is five consecutive down weeks, so the direction is solid. Pacific time.
Separating the drop into its two causes matters, because they have different owners and different fixes.
From the May 4 peak, sessions fell ~55% over five weeks. Conversion in that stretch held in the 2.0–2.3% range, so this leg is purely fewer visitors — a paid-media delivery pattern (a large push around early May, then a pullback). Owner: media buying. The page didn't change; the spend feeding it did. Confirm with Meta/Northbeam spend-to-page.
In the last two weeks, sessions fell only ~8% (43K→39K) but orders fell ~24% — because conversion cratered. Rev/visitor hit a 13-week low ($0.73) with AOV flat. This is an on-page/experiment problem layered on the traffic decline, and it's the one CRO can fix this week. Owner: experimentation. Prime suspect: the live tests below.
Rise 2 conversion slid to a 13-week low at the same moment several experiments went live on it. History on this page is unkind to variants — generic hero/CTA/price/sticky changes have repeatedly lost. A losing variant serving a chunk (or 100%) of traffic would depress blended conversion exactly as observed.
Pull variation-level rev/visitor for the three live tests (Sophia 100%, CTA copy, Spicy). Revert anything below control to the proven control build. The Sophia page at 100% is the top suspect for the 2.05%→1.68% drop — with control off, it could be quietly costing orders every day.
The 88K→39K traffic halving is a media decision, not a page decision. Pull Meta + Northbeam spend delivered to /pages/rise-2 by week to confirm whether spend was cut, reallocated, or whether CPMs/delivery shifted. That tells you if Stage 1 is a deliberate pullback or an account problem to fix.
The history is clear: content changes win on Rise 2 (comparison chart +5.2%, the 2.1 rebuild +6.7%); cosmetic hero/CTA/price/sticky swaps lose. Stop re-running the losing categories. The one high-value untested angle is a message-match hero tied to the ad promise — speced in the companion on-page audit.
Across the quarter, almost no Rise 2 test reached 95% probability-to-beat-control because they ran days, not weeks. Set the rule: a variant ships only at ≥95% on revenue-per-visitor; otherwise it's "keep running" or "kill," never "winner." This is what turns the test cadence into actual learning.
We couldn't segment Rise 2 by device or channel via the API, and Clarity had no rows this pull. Confirm Clarity is recording the page and that landing-page-path analytics work, so the next audit can answer "is the conversion drop mobile-specific?" and "is it one ad audience?" — the two questions we can't currently close.