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the clarity data is telling you exactly what’s happening — users are completing the intent loop (filling the form, calculating price) and then bailing at price reveal. that’s not a traffic quality problem, the 12% CTR and phrase match setup look solid.
two likely culprits:
price anchoring issue — €75 for CDG to Paris is competitive but users don’t know that when they see it cold. they’ve just mentally compared it to “uber is probably cheaper” without actually checking. showing the price without any context (vs uber surge, vs taxi, vs convenience) leaves them to do that math themselves and they assume the worst
trust gap at the critical moment — the price reveal page is where you need the most trust signals, not the homepage. reviews, driver photos, “no hidden fees”, cancellation policy — if those aren’t right next to the final price, doubt creeps in exactly when you can’t afford it
quick test worth running: add a single line near the price like “comparable to a metered taxi, no surge pricing” and put your top 2-3 tripadvisor/google reviews directly on the price confirmation step. don’t make them scroll to find reassurance.
the ads are doing their job. this is a landing page/funnel problem at the price reveal step specifically.
