Understanding why visitors do not buy or get in touch

Visitor numbers say nothing about why someone leaves again. Heatmaps, click paths and recorded sessions make visible where people hesitate, what they overlook and at which point they give up – in the form, in the navigation, at the shipping costs. These observations turn into concrete changes whose effect we measure again. For CapTrader we have been analysing behaviour continuously since 2024 and give monthly recommendations on UX, content and design.

With both. For our own analyses we rely on Matomo, because it allows privacy-friendly measurement; where GA4 is a given, we carry on working with it. What matters is not the tool but whether the events being recorded fit your business: an enquiry has to be counted as an enquiry, a purchase as a purchase, and each of them only once. Consent and data protection are part of that thinking.

Yes. Analysis without a change to the page or the ordering path remains an observation. We work exactly at the points where users drop out: forms, navigation, product pages, calls to action. We sort by expected effect and effort and implement in stages instead of changing everything at once – otherwise it is impossible to say afterwards what had the effect.

First findings are usually available within a few days, because obvious errors such as double counting or missing events show up quickly. A clean implementation depends on how many systems are involved, how the consent solution is set up and how quickly your IT can deploy changes. We make that path transparent beforehand, so nobody is waiting for a result that is still stuck in an approval.