Customer Journey · Drop-off · Component
The reasons
Why they left, established by asking rather than inferring — because the internal explanation is rarely the buyer’s.
The deliverable
What it is
People who did not buy answer more readily than expected, particularly when asked by someone who is not trying to change their mind.
The reason recorded internally and the reason given by the buyer differ systematically. Internal records over-attribute to price; buyers more often cite risk, timing or an unanswered question.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The stated reason
What the buyer says.
3 attributes: Buyer’s reason · What would have changed it · Asked by
LearnThe internal reason
What the organisation recorded.
3 attributes: Recorded reason · Matches · Recorded by
LearnThe pattern
What recurs across departures at this stage.
3 attributes: Recurring reason · Occurrences · Addressable
Learn
Ask what would have had to be different. It produces more than asking why they left.
The other components in drop-off
The losses
How many leave at each stage, in absolute numbers — because a poor rate on a small stage matters less than a modest one on a large stage.
LearnThe correct filtering
Which drop-off is qualification working as intended — because recovering it is effort spent on customers who should not have been pursued.
Learn