My offer's conversions slid for weeks — is it dying?

My offer's conversions slid for weeks — is it dying?

Q: A reader's offer dropped from 3.1% to 1.8% over three weeks. They wanted to drop it. Right call?

A: We checked whether the offer or the creatives were tired first. Click-through rate on their ads had fallen alongside conversions — a classic sign of creative fatigue (the audience has seen the same ad too many times), not a dying offer.

They refreshed creatives — new images, three new angles — and kept the exact same offer.

Over the next two weeks:
— Conversion rate recovered to 2.9%
— Cost-per-conversion fell back near its old level

The offer was fine all along; the ads were stale.

Short version: before blaming the offer, check if your creatives are fatigued. Refresh ads first — it's cheaper than rebuilding a whole campaign.

More Qs? Ask away.