This is simple: In theory: You improve your targeting and only drive those who are actively looking for piano sheets.

This website looks pretty good, I thought there for a second you had built it shopify, but if you did kudos! You're a BA.

The traffic that this website might be getting might just be the wrong one, or not as interested and are simply browsing. The goal is truly to have targeted outreach, so even if the volume goes down the bounce ratio should too.