The 5 post-click leaks killing your ROAS
Most brands optimise the ad and ignore the landing page. Yet that's where your expensively bought click turns into revenue — or doesn't.
You can double CTR and still lose if the click lands on a page that doesn't convert. In nearly every D2C audit we find the same five leaks.
1. Message mismatch
The ad promises A, the landing page talks about B. The user scrolls, gets confused, leaves. The ad's hook has to reappear, word for word, at the top of the page.
2. Load time
Every second costs conversion. Mobile-first means under two seconds, or part of your budget is gone before the page even renders.
3. Too much before the CTA
The first buy trigger must be visible without scrolling. Hide the CTA and you lose the impatient ones — and they're the majority.
4. No trust on the page
Reviews, guarantees, real photos, payment logos. Missing proof means lingering skepticism — especially for cold traffic.
5. Checkout friction
Forced accounts, hidden shipping, too many fields. Every unnecessary step is an exit.
The ad buys the click. The landing page decides whether it was worth anything.
The point
CRO isn't an afterthought — it's the second half of your paid equation. Closing these five leaks often returns more than the next round of ad optimisation.
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