Whether this is a good or bad sign will depend on why it’s happening. However, given the nature of this website, it is typically normal as most visitors need info once, then they take offline action.
My recommendations are as followed.
Create specific reasons to return
If users should come back, give them a reason.
Examples:
- “Next steps” after key pages
- Deadline reminders
- Application checklists
- Program comparison tools
Every high-traffic page should answer:
“What’s the reason to come back?”
If it doesn’t, you’ll always be “new user” heavy.
Use remarketing even if you don’t run ads
Ensure GA4 is tracking:
- Page depth
- Application (form fill) starts
- Key content views
These users can be:
Remarketed via email or reached later via paid or organic reminders
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