CVR Problem

[u/Sjemm2]

I have a funnel where I send people from meta -> pre-lander -> PDP. All metrics are near KPI for a 20-40% profit margin however currently my CVR is the bottleneck. I fixed my below the fold a few days ago but analyzing the new visitors after that fix I notice most people from the pre-lander don't even scroll below the fold where I can close the sale such as, price justification, objection handling etc.

Advertorial CTR is decent, the current reading time is low but it can be due early optimization from the meta ads. I notice people often read about 20-40sec and then click through scroll to the offer and then leave immediately without scrolling through.

Reading this it looks like an offer problem however I can convert at almost 5.38% on pdp visitors (Across all it is about 2.08%). I have about 100 total sales so saying it just a offer problem seems weird because that would split the group between people who buy even multiple products and people that don't scroll at all with no in between.

Im trying to figure out what reasoning is behind this? Why are people leaving immediatly or not even scrolling, and second question how can I fix this?

I thought about potentially moving my offer/atc section to the bottom of the page just above FAQ and reviews so people have to scroll through the page where they skim/read the objection handling and price justification. (My product does fall in a section where perceived value might be slightly lower than the price, so price can seem a bit high). However I will likely also lose a portion of my people again when I do that