And I know that because I use an exit-intent poll. Here's why you should.
Even for an accomplished award-winning conversion expert like myself, it's not always possible to know why a landing page doesn't convert. That's when you need to ask visitors.
Seems obvious, but when you're deep in the weeds, updating your fifteenth page or reviewing paid analytics, you're likely forgetting that real people are visiting your website and will give you feedback. If you only just ask.
So here's what happened when I asked 70 people why they are leaving Roast My Landing Page without buying, using my recommended conversion tool GetSiteControl.
20% said I'll be back. Sounds ominous but perhaps warrants exploration. At £49, RMLP is positioned as an impulse buy so why would a user return later? Well I can find out by asking a follow up question, and that's what I intend to do.
6% said it's too expensive. Using the more detailed analytics I realised these were people living outside of my target locations, but it was insightful.
11% said I'm too smug. Can't please them all.
5% said it won't benefit them. Is that because I don't do a powerful enough job capturing the problem? Or they don't have the tools in place to measure conversion? Or they lack trust in my capabilities? Another one to explore.
58% are simply nosey visitors. What can I take from this? A large amount of my site traffic is from my social accounts and IndieHackers. These audiences may well be curious in the project, the unique site naming, or just part of my ever-growing fan club. But it seems these are people that are unlikely to convert now, or in the future.
Whether you're smug or not, using exit intent forms, feedback buttons or chat widgets is a powerful method to understand what's going on in your potential buyers' heads.
Don't ever forget: people's generosity with their time, and passion to air their frustrations is your biggest ally when it comes to answering the question: why are people leaving my landing page?