Traffic’s collapse has finally led to the inevitable - a digital (growth) drought.
Digital thrives on traffic. Filling the top of the funnel has been the straw that stirs digital growth.
Over the past year, though, and for the first time in more than a decade, traffic growth fell below double digits. Sure, we were anniversarying some rather incredible comps (care of the COVID bump) - but that rationale has slowly turned to an excuse.
Now, a new period of change is sweeping through digital - a transition from high growth to flat to down comps.
While obscured by inflated average order values, the coupling of traffic and conversion declines have led to a retreat.