Knowing that visitors aren't converting is a start. Knowing exactly where they stop is what actually lets you fix it.
From landing page to final action, list every step a visitor has to take — each one is a potential drop-off point worth examining individually.
A specific page or step where a disproportionate number of visitors leave is usually where the real problem lives.
A jump from "browsing" to "requires personal information," for example, is a common, identifiable friction point worth examining closely.
Once a likely drop-off point is identified, isolate and test one specific fix rather than changing everything at once and losing track of what worked.
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