Conversion
Why shoppers don't buy, and how to find the cause in your store
Almost every lost sale has one of four causes. The shopper didn't understand the product, didn't trust the store, couldn't complete the purchase, or didn't want it now. Your numbers show where shoppers leave. Recordings, a one-question survey, support emails, failed searches and return reasons show which of the four causes it is.
By the MoraLab team · Updated · 2 min read
The four causes of a lost sale
| Cause | What the shopper thinks | Typical fixes |
|---|---|---|
| Understanding | “I can't tell if this is right for me.” | Better images, video, complete specs, size guides |
| Trust | “I'm not sure this store is real.” | Reviews, visible policies, company details, familiar payment methods |
| Ability | “I want to buy, but I can't.” | Guest checkout, shorter forms, local payment methods, fixing errors and speed |
| Timing and value | “Not now” or “not at this price.” | Total cost shown early, delivery dates, wishlists and reminders |
Five ways to find the cause
Look at the step where your funnel leaks, using one or more of these:
Session recordings
Watch 20 to 30 sessions that reached the leaking step and left. Patterns appear fast, such as shoppers trying to zoom on an image that can't zoom.
A one-question survey
Ask “Is anything stopping you from buying today?” on the cart or a product page. Answers in the shopper's own words beat any multiple-choice form.
Support emails and chats
Every “does this fit?” or “when will it arrive?” is a missing answer on your site. Count them by product.
Searches with no results
Searches that return nothing are demand you are not serving, in the customer's own vocabulary.
Return reasons and reviews
“Smaller than expected” and “colour looks different” are product-page problems that show up after the sale.
Frequently asked questions
What is the most common reason shoppers don't buy?
It varies by store, which is why you should measure first. Across stores, missing product information and surprise costs at checkout are two of the most common fixable causes.
How many recordings should I watch?
Around 20 to 30 sessions from the step that leaks is usually enough to see a pattern. Watch for the moment shoppers hesitate or go back.