A drop in traffic due to website usability is a common problem faced by businesses of all sizes. When users have difficulty finding the information they need, a page takes a long time to load, or the interface is confusing, they abandon the site before they can complete their desired action. This results in a decline in both user signals and marketing effectiveness. The first and most direct factor is speed and stability. If pages load slowly, freeze during transitions, or frequently return errors, the likelihood of a repeat visit decreases. Even a slight delay in loading increases the bounce rate and reduces page depth: visitors simply don't reach key sections. The second factor is navigation and search. When the menu is overloaded, the category structure is illogical, and the search is inaccurate, users spend more time trying to figure things out. The result is predictable: they close the tab and switch to competitors, which leads to a decline in organic and paid traffic. The third reason is the quality of the content and its accessibility. If important answers are buried at the bottom without any logic, the text is difficult to read (too much fluff, small font, lack of structure), or product and service cards don't provide the necessary details, the user doesn't see the value. Dissatisfaction increases the likelihood of abandonment and reduces the chance of further action. The fourth factor is forms and steps to the result. Long forms, unnecessary fields, unclear validation errors, a lack of tooltips, and a lack of transparent pricing and timeframes complicate the path to purchase or application. The more barriers at the final stage, the lower the conversion rate and the weaker the feedback for promotion. The fifth point is mobile adaptation. In the 2020s, a significant share of traffic comes from smartphones, and if the interface is broken on mobile, the buttons are too small, and the pages are difficult to scroll, the user experiences a negative experience right from the start. This is especially noticeable in behavioral metrics, which are taken into account by ranking algorithms. Furthermore, website inconveniences often impact reputation: users leave negative reviews, share links less frequently, and return via direct traffic less frequently. In the long run, this hinders growth: not only does current traffic decline, but so does the site's ability to consistently attract an audience. How to understand that the problem is precisely in convenience Signals are typically visible in analytics: high bounce rates, low view depth, declining return rates, increasing time to target action, and post-release dips. It's also important to look at click maps and session recordings: they show where users are getting stuck and which elements aren't performing as expected. What to do first It's worth starting with quick checks: speed up loading times, simplify navigation and search, organize texts and pages into a clear structure, and shorten and highlight the path to the target action (purchase/application). Next, improve the mobile version and address specific pain points identified by analytics and user testing. If you address the issue consistently and measurably, traffic usually begins to recover: user satisfaction increases, behavioral signals improve, and the effectiveness of SEO and advertising campaigns increases. The key is not guessing, but rather validating your hypotheses with data and focusing on the scenarios where users most often get lost.