Wrong retrieve speed causes most missed strikes on crankbaits. Too fast and the lure outruns the fish's tracking window. Too slow and it loses action, running flat instead of wobbling. Every crankbait has a designed speed range — fish it outside that range and the lure simply doesn't work as intended.
Fix: Test retrieve speed at boatside first. Watch the rod tip for a steady, rhythmic pulse — that pulse is the lure working. Match that cadence and hold it through the entire retrieve.