Customer hesitations occur whenever a client expresses interest in a product or service but hesitates to complete the purchase. Hesitation can manifest due to a range of reasons, including: price issues, trust issues, insufficient information, and simple indecision. Identifying hesitation and working to overcome it is crucial because hesitation often affects conversion rates. Research indicates that as many as 70% of shopping carts (in e-commerce) are abandoned due to hesitation, which loses enormous potential revenue.

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