40-50%
Activation Failure
Users never reached the "aha moment." They signed up but never experienced core value.
Fix onboarding before pricing
20-30%
Value Mismatch
Product solves a different problem than the customer expected. Wrong segment, wrong use case.
Segment and redirect early
15-25%
Price Pressure
Value is clear, but price doesn't align to perceived ROI. Common in the SMB segment.
Show ROI before discounting
10-15%
Circumstances Changed
Company was acquired, budget cut, champion left. Largely unpreventable.
Focus resources elsewhere