Next steps:

• eCommerce sites: Did you recently make changes to your overall costs or terms / policies?
• eCommerce sites: Did you recently make changes to your prices or did you stop promotions?
• Lead generation sites: Did you recently make changes to your lead forms, e.g. did you add fields or make more fields mandatory?
• Lead generation sites: Ask Unica NetInsight: Are certain visitor segments (e.g. browser, geo, screen size) less likely to complete?
• Ask your customer experience monitoring tool: any unusual errors with payments, etc?
• Ask site performance tool: whether the site is responding slower than usual?
• Ask Unica NetInsight whether there is a spike in errors on the checkout or form pages?
• Also check social media to see whether the chatter has turned against you
• Also check on competitors whether they have started new offers that make them more attractive to your prospects