Paid Traffic Frustration

Paid search users (24% of sessions, 20% of revenue) show signs of frustration in Hotjar recordings. Google/Bing Ads traffic dominates frustrated session recordings, suggesting landing page or expectation mismatch issues.

• Paid Search: 24% of sessions, 20% of revenue, 2.4% key event rate
• Paid traffic users dominate frustrated session recordings in Hotjar
• Direct traffic converts at 3.2% key event rate vs Paid Search at 2.4%

Creating dedicated landing pages for top paid keywords with matching messaging will improve paid search key event rate to 3.0%.