She came into the conversation ready to find more traffic.

That was the plan. More visitors, more ads, more reach. It made sense on paper.

But when we followed one real buying path on a phone, something else showed up. People were already getting there. They were getting stuck after the click.

Why more traffic can make a sales leak more expensive

It feels logical: sales are slow, so you need more people to see the product. But if the people who are already arriving are getting stuck somewhere between seeing your product and buying it, more traffic just means more people hitting the same stuck point. You end up paying more to find the same leak, instead of paying to fix it.

The business in this episode assumed slow sales meant it needed more traffic before checking where the people already arriving were getting stuck. That assumption is easy to make and expensive to leave unchecked.

The four checks that show you where the path breaks

In Episode 5, I walk through one real product path in order, seen, understood, trusted, bought, and explain what each check is actually asking. Can the right customer get from the message she saw to the product. Can someone unfamiliar quickly tell what it is, who it's for, and what it helps with. Does she have enough real information to feel good about the next step. And can she finish the order without confusion or surprise.

The first no is the first place to look. Not the second. Not the one that's easiest to fix. The first one.

One problem. One fix. One clear next step.

[LISTEN TO EPISODE 5]