Symptom #2: Strong Traffic Volume, Weak Engagement
Sometimes users arrive on the website but quickly leave.
Indicators may include:
- High bounce rate
- Short session duration
- Limited page views
- Low interaction rates
Possible causes:
Message Mismatch
The visitor expected one thing but found another.
Examples:
- Ad promotes a specific product but lands on a generic category page
- Ad highlights a discount that is difficult to find
- Keywords suggest one intent while the page addresses another
Alignment between keyword, ad, and landing page is critical.
Poor User Experience
Even interested users may abandon a website if it creates unnecessary friction.
Common examples include:
- Slow loading speed
- Poor mobile experience
- Confusing navigation
- Difficult checkout process
- Excessive form fields
Advertising can generate interest.
The website must convert that interest into action.