Anyone have any explanation for this strange data?

Hi I have a fairly new small affiliate website its 1 year old. Since the start of this year its traffic started taking a nose dive but strangely my click through rate has doubled yet my conversion rate has drastically dropped and I have no idea why.

My website was consistently growing through October to December as I was writing more content. I was gaining 200 to 270 visits a day and then suddenly on the 31st December it dropped by practically half down to 150 visits a day and since then it has been dwindling down.

Now, all of January I didn't write any content because I was changing the appearance of the website. I don't use any dirty SEO tactics or black hat techniques. Just simple content. Strangely my Amazon click through rate has doubled(seems fishy) and my conversion rate has dropped significantly, I averaged between 7 and 10% but its dropped to about 1%. Was there a major algorithm change from Google?

ps I promote accessories and they aren't exactly a seasonal kind of thing plus my rankings haven't dropped, not that i have noticed.

 

Sorry to tell, but this looks like normal behaviour. Google do updates of SERP many times a day and this can influent the incoming traffic to your webpage. Also some competiting websites could have reached better positions than your website in last days.
300 visiors => 150 visitors is not a significant change, altough it's a half of original traffic.
add quality and unique articles, if they will be good quality, people will share/link them naturally
buy or build quality backlinks for your website

and expect rise. But don't stop improving / updating your website again.