The website for your retail business is receiving a lot of visitors, but few of them are looking at more than one page. What’s most likely to be the problem?
Correct Answer
Your website is too slow to load quickly on mobile devices.
Key takeaways
High traffic with single-page sessions usually points at mobile load speed.
Visitors leave before the second page renders, so acquisition still looks healthy.
Rule out speed first: it is measurable, common and fixable.
Why is this the correct answer?
Lots of visitors who each see only one page is the classic signature of a slow site on mobile. People arrive, wait, and leave before the second page ever loads — so the traffic looks healthy in the acquisition report while engagement collapses. It is worth ruling this out first because it is measurable, common and fixable, and because no amount of navigation or content work helps if the page never finishes rendering.
Why are the other options wrong?
There are too many reader-pleasing images on your landing page.
Images can slow a page down, which is a speed problem rather than a quantity problem. Having attractive images is not itself the cause.
Your website doesn’t have a blog page to attract multiple page loads.
A blog is a content strategy. Its absence does not explain visitors leaving after a single page.
Your navigation menu is not descriptive enough.
Poor navigation labelling can depress page depth, but it is a weaker and less common explanation than load speed, especially on mobile.
Frequently asked questions about this topic
How do I check whether speed is the problem?
Test the landing page in PageSpeed Insights and look at field data rather than only the lab score, then compare engagement between mobile and desktop in your analytics. A large gap between the two is strong evidence.
Does site speed affect my Shopping ads directly?
Landing page experience is part of the quality signals in the auction, so a slow page can cost you position as well as conversions. The advertising and the site performance are not separate problems.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
Exam guide and all 407 Google Ads Shopping questions →Related Google Ads Shopping questions
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