Churn
Churn, or user attrition, is part of every sales process. This is when users for some reason lose interest and do not progress further in the sales process. This can happen at any level of the sales funnel, from the opening or landing page to the checkout.
Our goal is to find out the reasons for significant user loss as quickly as possible and make changes and fine-tune our processes.
It's possible that a user leaves our contact form because a field or button doesn't work to send their details and initiate a callback. Maybe the information on the conversion page is so incomplete or, conversely, we have included too much that they lose interest and leave the page, the design is not displayed properly which makes it confusing to read the information, etc.
To decipher these, it is worth trying as many as possible, i.e. clicking through the process with a user's eye and correcting the errors.