Sounds like it might be a landing page or offer issue—maybe the offer isn’t as compelling anymore, or the page isn’t converting as well. Try testing a new version or tweak your copy!
ffs, use GA and see where audience drops off mostly, on what page, and how long do they stay there. also UX testing is most important. you have online device simulators, to see how your web shows on different browsers, PC/ mobile, ect
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