Traffic Doubled but CTR decreased by 50%

Hello BHW Community,

I am stuck in a very bad situation. Let me introduce myself. I am Arjun Joshi, Sr. Digital Marketer at MageComp. I have come across a situation where my client is facing the problem in which we have doubled their organic traffic but the average CTR is continuously decreasing.

Any solution?

Thank-You

yes, keep decreasing the CTR for even more traffic

But seriously, why would you care about the CTR when the traffic is more important? Unless it's bot traffic maybe...

And when you say "the average CTR" are you referring to the CTR across the entire site? Or average CTR over time and for a specific page only? Because if it's average over the entire site you need to check which pages get the most impressions but the lowest conversions and analyze that "traffic" because it might be bot traffic (maybe your competition is pissed off at your client's rankings so he purposely hammers those pages with bot traffic to lower their CTR and hopefully shed your client off the SERPs).

And if you're referring to average CTR over time but for specific pages then I don't know, it could be google rewriting the titles of those pages (which they do quite often lately) and so the CTR suffers, which brings your average down, obviously

Literally the same questions as @tazarbm above.

Why would you care about the CTR when you've doubled the traffic on your site?

Will need a little more elaboration from your end.

You should be only concerned if traffic plummets

It makes sense that you're ranking for more general terms that are less relevant to you pages. Happened to me a few times.

You should download GSC reports for a few weeks before and after the change and compare terms per page, position and ctr.