Once you have identifed where you are losing trafic, 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 trafic is leaving from one area in particular, regardless of any other variable?
How does the conversion rate vary depending on the path taken?