Every PPC manager knows their cost per click to the cent. Almost none can tell you, in one sentence, why the people who clicked didn't convert.

After 20 years running an experimentation agency and interviewing thousands of customers who almost bought and didn't, Ayat will share the four real abandonment reasons that lurk on the other side of a paid click — ranked across hundreds of lost-prospect interviews at Invesp.

Expect the interview script her team uses every week, three uncomfortable questions to never ask, and a case study where moving a form to the top of the page lifted conversion roughly 20% — without touching ad spend.