Getting found on Google
Where You're Losing Customers Before They Buy
Find the exact step where most people drop off and know what to fix first, instead of randomly changing your homepage, price, or form.
You're getting visitors. People land on your site, look around, and then nothing. The question isn't whether something needs fixing, it's at exactly which step you're losing most of them: when they see the price, when they have to fill in a detail, or when they reach the moment of paying.
If you don't know which of the three it is, you fix the wrong step. You swap the homepage photo when the problem was in the form. You lower the price when the real problem was that no one could find the booking button.
This gets solved by looking, not guessing.
The three drop-off points that matter
Between someone landing on your site and buying, there are three doors, not one. First they open the service page or the price. Then, if it convinces them, they start filling something in: their details, a date, an order. Finally they reach payment or confirmation.
Each door drops people for a different reason. And you don't guess the reason from outside: you count it. How many land on the site, how many open the price, how many start the form, how many finish. With those four numbers in front of you, the step losing the most people jumps right out.
- 1From homepage to price
If a lot of people land and leave without opening anything else, the problem is the first thing they see: it isn't clear what you do or who it's for, something already covered in "What your website needs to say on day one." There's nothing to fix in the form yet. - 2From price to form
Someone who opens the price and leaves without going further got scared off by the number, or by what you ask for right after. If the next step asks for phone, address, and payment info all at once, a lot of people leave before even trying. - 3From form to payment
Someone who starts filling in the form and doesn't finish has hit one extra field too many, had to call to continue, or didn't know exactly how much they'd end up paying at that step. - 4From payment to confirmed
Few people drop here if everything up to this point went well, but the ones who do are surprised by the charge: an amount different from what they saw before, or an extra step they didn't expect.
How the drop-off breaks down
The exact numbers vary by business, but the pattern repeats: the biggest drop almost never happens at the end. It happens in the middle, between seeing the price and deciding to hand over that first piece of information.
That means the problem usually isn't the payment step, even though it's the last thing people touch when something isn't selling. It's the step right before: what you ask for, and in what order.
The mistake almost everyone makes
- You know there are three doors between landing and buying: price, form, payment
- You have the order to check each one in before changing anything
- You know the big drop usually happens between seeing the price and giving the first piece of info, not at the end
- You have the judgment to leave the homepage and price alone if the real leak is in the form
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