Traffic does not repair a verification failure

The most expensive misdiagnosis in this space is treating a gate-two problem as a gate-one problem.

The buyer understands what you are and can find you, but cannot verify what you claim. Adding exposure at that point simply brings more people to the same break and lets them leave. Double the traffic and you double the losses, while concluding that the problem is conversion rate.

Telling the two apart takes one question: where does the loss happen? If buyers never asked about certification, the factory or delivery, it is gate one. If they asked, you answered, and then they vanished, it is gate two.