If sales are down when traffic is up, there’s likely a bottleneck in the sales funnel. Start by ensuring your site can handle increased loads during peak times, as slow speeds or downtime can lead to missed sales. Review your checkout process; complex or lengthy forms can lead to high cart abandonment rates, especially if users are impatient during busy periods. Offering live support, such as chat, can also assist customers with questions that might otherwise result in a lost sale. Addressing these areas helps keep customers engaged and improves conversion rates during high-traffic events.