Once you have identified where you are losing traffic, try to determine if you can identify any reason or pattern behind this behavior. Are there any other interesting behaviors that you have seen that you would like to try to explore in your qualitative research? Which A/B or multivariate tests have yielded the best results and how do these relate to the data you are looking at? Is it simply the case that the majority of traffic is leaving from one area in particular, regardless of any other variable?