Seeking guidance on vastly different CTRs on similar SubmitHub Landing Pages
Hey,
I've released a track one month ago following the well-known pattern of creating Meta Ads for Instagram and adding a link to a SubmitHub landing page with a link for Spotify and Apple Music each.
For this first track I had a CTR of roughly 60%, so if I understand correctly people pressed on "Listen now" in the Insta ad and then pressed again on "Play on XY" on the SubmitHub landing page.
Now I've released another track a few days ago and my CTR is around 18% (the landing page has 300 views so far).
I'm a bit confused why it's so low in comparison to the other track, I would assume that people who already pressed on "Listen now" wouldn't be so hesitant to press again on "Play on XY".
What's even more confusing: I've another ad running for a playlist I'm promoting, which uses the exact same track. The CTR for that Landing Page is again around ~60%.
The only thing I can think of is that the artwork is off? Though I'm using it also very prominently in the ad itself.
Appreciating any guidance!