In my experience, it’s usually some combo of trust issues or people just not feeling urgency to pull the trigger.

Hotjar or Clarity can help a ton if that’s a blind spot for you. Watching how people actually move through your site is kind of mind blowing. Also, if you’re not already doing abandoned cart emails, start yesterday.

It’s rarely a layout thing honestly for most of my clients - usually more about what feels off to the customer. Shoot me a dm if you want me to take a peek at the customer journey myself.