Doubt Map

Why shoppers left each product without buying. Qualm estimates it for every visit, not only the 7.2% who answered the exit survey.

1. Where sales are lost, below
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2. Why: click any cell
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3. Fix: choose what the store shows
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4. Test: plan an experiment

Product-page visits

4,000

592 ended in a purchase

Conversion

14.8%

of those visits

Demand left behind

$659k

price of the product each non-buyer was viewing

Left in carts

$235k

actual cart value when they left

Answered the survey

7.2%

245 of 3,408 who left

Reason identified

78%

of those who left, Qualm ≥ 50% sure of one worry

Demand left behind, by product and worry

Biggest leak: Driftwood 2P Tent. About 32% of shoppers who left it were worried about delivery.

Each row is a product; each cell is demand from shoppers who left it with that worry. Darker means more. A shopper Qualm rates 70% fit and 30% value counts 0.7 and 0.3, so these are estimates, not counted answers. Click a cell to see why.

Product	Fit	Suitability	Durability	Value	Delivery	Choice	No clear doubt	Bought
Driftwood 2P Tent 242 left · $104k								14.2%
Squall Pro 3L Shell 278 left · $97.0k								11.2%
Squall 2.5L Rain Shell 344 left · $78.8k								15.1%
Cairn Mid Waterproof Boot 397 left · $75.0k								16.8%
Emberline 20°F Down Bag 219 left · $61.1k								15.8%
Talus Trail Runner 351 left · $48.8k								13.3%
Ridgeback 48L Pack 245 left · $48.8k								14.6%
Cairn Low Hiking Shoe 290 left · $46.1k								15.0%
Ridgeback 38L Pack 272 left · $46.0k								15.8%
Merino 200 Base Layer Crew 303 left · $27.0k								14.6%
Lumen 400 Headlamp 297 left · $14.6k								15.6%
Kettle Ti Stove Kit 170 left · $11.7k								15.0%

LowHighHatched: no specific worry detected, so nothing to fix

Delivery · the top worry for this product

Driftwood 2P Tent

“When will it arrive, and what will it cost?”

Shoppers (est.): 78
Left behind: $33.6k
Of all who left: 32%

What these shoppers didper shopper · LR

Checked delivery date by ZIP1.4 · 21.1×
Expanded shipping info1.0 · 13.0×
Filtered reviews by shipping0.4 · 42.3×
Viewed cart (saw shipping cost)0.7 · 2.5×

Survey check: 3 of 17 survey answers for this product named delivery. Only 7.0% of the shoppers who left it answered the survey at all.

Replay a shopper

What the store can show themConfigure

Delivery Promise

Arrives Mon, Nov 16 to Thu, Nov 19

Shipping: Free: your order is over $99
Returns: Free returns for 60 days
Ships from: Regional warehouse (oversize item)

Built from: Fulfilment SLA for this SKU · Shipping & returns policy

What to fix first

Ranked by demand left behind. The last column is a what-if: it assumes 4%–15% of those shoppers would buy once their worry is answered. That's a guess to test, not a forecast.

Plan a test

Product	Worry	Shoppers	Left behind	What-if recovery
Squall Pro 3L Shell	Value	100	$34.8k	$1,390–$5,213
Driftwood 2P Tent	Delivery	78	$33.6k	$1,344–$5,039
Cairn Mid Waterproof Boot	Fit	133	$25.1k	$1,003–$3,762
Squall Pro 3L Shell	Choice	61	$21.2k	$846–$3,174
Squall 2.5L Rain Shell	Value	92	$21.1k	$846–$3,172
Driftwood 2P Tent	Value	43	$18.3k	$730–$2,739

What your exit survey misses

The survey pop-up only appears on desktop, and phone shoppers worry more about delivery. So the survey under-counts delivery worries by 5.1 points. Qualm, which scores every visit, is 0.4 points off.

Uses simulated truth

Exit survey (n=245, desktop only) Qualm, all 3,408 abandoners Synthetic ground truth

Fit

+2.7 pt

Suitability

+2.5 pt

Durability

+6.2 pt

Value

−4.0 pt

Delivery

−5.1 pt

Choice

+3.2 pt

No clear doubt

−5.5 pt

0%16%32%

survey error

Model: semi-supervised naive Bayes (EM) trained on 222 survey-labeled + 3,778 unlabeled sessions · temperature τ=1.00 · model card