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The fact that users have to select a city as the first step is probably costing you 20-50% of your visitors.

You should be guessing what city they're in by IP. https://www.maxmind.com/en/geoip-demo

In addition to that, is the paid advertising being geotargeted enough that it is only reaching people in those cities? If not, that would definitely explain a lot of the bounces from the advertising click-throughs. (Though in my experience, high bounce rates from search advertising can be common anyway.)

Yes, I'm targeting only folks in those cities. Since we've initially launched in Ontario. We're only targeting Ontarians at the moment. The issue is really with the demand side, is there a real use-case here? Perhaps a pivot may be necessary.

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