Make sure you are offering a product others want to purchase at a competitive price. You can do your own research regarding competitive pricing or use software that assist with the detail research. Your question does not note what types of product you are selling; however, most product sells are seasonal and that may be causing the dip you are experiencing. Compare the results to the same week last year and the year before and review trends. I work with clients that sell products on line - feel free to set up a call if I can assist further.
This is a really broad question - and it could be answered 100 different ways that would all be right.
I'll focus on something very specific - and that's to reverse up your funnel and look at your traffic first and foremost. Rather than thinking about how you can convert the traffic that is showing up - make sure you know who they are and what are after. Across the thousands of companies we work with every year, one of the main factors for poor conversion is that they are trying to optimize conversion on the wrong traffic.
Make sure you first optimize your traffic - working hard to attract your core customer segment, or you run the risk of "optimizing" for the wrong users simply by catering to the folks who are showing up. Unless you are a brick and mortar - you aren't constrained by the composition of the "foot traffic". Of course, you want to serve up what the market demands - but make sure you are talking to the right market before you start "optimizing" yourself away from your true customers.
I'll posit that only after you've validated that you are doing everything you can to attract the right traffic - does the process of conversion optimization becomes worthwhile.
As a highly actionable tip for doing this - talk to the people who show up - find a way to make contact with them by phone - you learn so much from talking to people that you can't learn by looking at aggregate data. If you want to understand your funnel - take a swim in it - don't hide behind it.
CIO - Startups.co
I wouldn't change anything. If you're in ecommerce the dip is people waiting for Black Friday and holiday sales. If you continue to see a dip after Black Friday then I would worry.
More people browse the 2-3 weeks leading up to the holiday push
Yes. Make sure that you have a great newsletter that you are sending out constantly - every day, week, month. Give good content with a link to an offer.
Best of Luck,
From the Trenches to the Towers Marketing
I will be glad to help as my time permits.