Traffic to the University of Wolverhampton's Web Site has Collapsed!

I've just noticed an interesting trend over at Google Trends, and it's confirmed by both Compete and Alexa. The traffic to the University of Wolverhampton web site has collapsed.

Google Trends:

Alexa:

Compete:

There are lots of potential reasons for the decline in the traffic: obviously changes in student behaviour (e.g., Google Scholar rather than the OPAC), increasing number of satellite web sites (e.g., individual/departmental blogs). But does this really account for such a massive decline? A brief glance at some other university web sites showed some decline in traffic, but I didn't notice them falling as sharply.

Whilst I'd suggest the university have a good dig around in their data to find out exactly what is going on, as much as anything it highlights the need for a change in how we think of a successful online web presence.