What is behind the sales drop? Loss of rankings, weather?

The sales slump is turning into a real problem. In August and September I was able to justify the drop is due to weather. But now as I review rankings I am sure that that is a big contributor. The problem is how much of the 30% drop is whether and how much is loss of rankings???

There is data to support it being the weather when I look at Google trends, but it is not enough for 30%. 

When I look at ad words data it shows significant drop in impressions. My gut feeling is that is an indication of weather. I need to go back and see on a month by month basis when this occurred, the problem is I shut off ad words during the summer so I will need to go back and compare November December 2015 data to see if the impressions were down then.

It looks like last year during the same 14 day period that the impression count was way up, possibly indicating higher search volume



Conversions were up significantly too. So people were shopping and buying.


Notice the low click thru rates - reinforces the opportunity for improvement.