[BinaryIdiot]

> which is not the true reason

Wait, how do you know this isn't true? Maybe your product had so much friction that they just didn't have the time to learn it, get on boarded, etc. Seems weird to dismiss approx 90% of feedback you're getting from users as being lies.

[dmix]

It's not a lie, though.

It just means they saw some value in the product but didn't feel enough motivation to actually follow through and signup/use the product.

This is similar in many ways to someone answering "it's too expensive". The value prop is either not strong enough, not being marketed well enough, too complicated to start using... or the product is solving a pain point that people don't care enough about to build a business around it. Which is a serious question the OP needs to ask themselves. Unless their traffic<costs>conversion rate ratio is sufficient.

You can't expect customers to articulate that everytime (10-20% seems about right to me) because most people aren't actually thinking their actions through when visiting a landing page. Especially when it's via an ad... not something they searched out on Google or via referral.

Even if they did tell you they wouldn't necessarily know why... because you're assuming it was a rational thought process, or something they spent time thinking through, which is rarely the case. Books about how customers acting 'irrational' [1] are very useful at explaining this and are important to always be considering when doing marketing/UX design.

[1] https://www.amazon.com/Predictably-Irrational-Revised-Expand...

[AlBentley]

We definitely do NOT dismiss it!!! It just means you need to spend a lot more time finding the real reason, or maybe you are getting traffic from the wrong group of people who have no interest in your product anyway.

Good example would be Product Hunt or Techcrunch as a traffic source, mostly useless for any testing as everyone on those sites is just interested in 'new products' or startups and is unlikely to be in your target demo.