Knowing that visitors aren't converting is a start. Knowing exactly where they stop is what actually lets you fix it.
Before looking for where visitors leave, define the intended path clearly — landing page, key page, conversion action — so drop-off analysis has a real structure to measure against.
Analytics data showing a specific step with a disproportionately high exit rate, compared to surrounding steps, identifies exactly where the problem is concentrated rather than a vague sense that "conversion is low."
Once a high-exit step is identified, examine what's actually different there — an unexpected cost reveal, a confusing form field, a broken element — the specific friction usually becomes clear once attention is focused on the right place.
Changing multiple things at once at the identified drop-off point makes it impossible to know which change actually helped. Testing one specific fix at a time gives a clear, attributable result.
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