Find out why visitors don't buy

No single report tells you why people leave. Behavior shows where visitors get stuck, and answers tell you why. This plan combines both. Give it one or two weeks of data first. The steps then take about an hour.

1. Pick the pages that matter

Open Overview. Where visitors got stuck counts rage clicks, dead clicks and JavaScript errors; click one to watch those visits. The table lists your busiest pages with Avg. scroll, Clicks and Rage clicks. Start where many visitors arrive but few move on: usually product pages, category pages and the home page.

Similar pages count as one, so all product pages share one row (for example Product pages (/products/…)). See Group similar pages together if that doesn't look right.

2. See where visitors get stuck

Click Heatmap next to a page, or open Research → Heatmaps. Then check:

• Dead clicks: clicks that changed nothing on the page. Visitors expected a link, a zoom or a size table there.
• Rage clicks: three or more fast clicks on the same spot. Something feels broken or slow.
• Scroll: how far down visitors get. Is the price, delivery time or review score below the point where most stop?
• Compare: Placed an order vs no order: what visitors who order do differently.

Switch from Desktop to Mobile too. See Heatmaps and Filter and compare heatmaps.

3. Watch the visits behind the numbers

When an element stands out, click Recordings next to it in the list beside the heatmap. You see only visits where someone clicked that element.

You can also open Research → Recordings and use the filters:

• Change With or without frustration to Rage clicks or Dead clicks.
• Change With and without order to No order.
• Change Newest first to Most frustrated first.

Watch five to ten visits. Write down what you see in Notes, and click Add to favorites to keep the best examples. See Watch session recordings.

4. Ask visitors what stops them

Open Research → Surveys and pick the template Why are you leaving?. It asks "What is stopping you from ordering today?", with a follow-up question for price and one for not finding something. On a computer it appears when the mouse moves to leave the page. On phones and tablets it appears after a delay.

Before you click Save survey, check Show on under Where and for whom. The template uses /product/* and /products/* (the Shopify address). If your product URLs look different, change it. Then click Start survey. See Create a survey and Choose where and when a survey appears.

After a few days, open the results. Click Placed an order or No order to see their answers separately, and Watch the recording under an answer to see what that person did. With an AI key, Summarize with AI groups the answers into themes. Click Save as idea on any suggestion you want to keep. See Read survey results.

5. Check which clicks go together with orders

Open Research → Click impact and pick a page. For each element, Varly compares visitors who clicked it with visitors who didn't. If the reviews tab shows 2.0× and a high Chance it's real, visitors who open the reviews order twice as often.

That's a connection, not the cause. It does tell you which elements are worth making more visible. The table Scroll depth and orders shows whether visitors who scroll further buy more often. See Click impact.

6. Turn what you found into ideas

Open Optimize → Ideas and click Find new ideas. Varly looks at the last 30 days of research (click impact, rage and dead clicks, speed, errors and survey answers). It turns every clear finding into an idea, with the research findings attached.

Add what you saw in recordings yourself: click New idea and fill in If we see…, …then we change… and …because we expect…. Then open Optimize → Prioritization to see which ideas score highest and whether there is enough traffic to test them. See Ideas and Prioritize ideas.

How to read the result

Trust a finding most when two or more sources point the same way. For example:

• Dead clicks on product photos, recordings of people trying to zoom, and survey answers about photos: test bigger or zoomable photos.
• Little scrolling past the price, and "Shipping costs or time" as a top answer: test delivery information next to the price.
• High click impact for the size guide, but few clicks on it: test making it easier to find.

Common problems

• Click impact says "No orders yet". Connect your shop under Install → 5. Connect your orders. See Orders and revenue.
• The survey doesn't appear. Surveys only show to visitors who accepted cookies, and never on a device where you excluded your own visits. See Why is my survey not showing?.
• The heatmap is almost empty. Pick 30 days or 90 days, or another device. See Heatmap issues.