Look for problems in three areas:
- Business: Few qualified form submissions, repeated sales questions the site should answer, or calls to action that visitors overlook.
- Search: Declining organic traffic, important pages that are difficult to find, or broken links.
- Usability: Slow pages, confusing navigation, weak engagement, or a high bounce rate on pages where visitors should continue or take action.
Bounce rate needs context because a visitor may leave after getting exactly what the page promised. The clearest warning is a pattern of friction that keeps the website from helping visitors and supporting your business goals.
