Drop-off points
Learn how to pinpoint the specific step, page, or field where visitors abandon a process and how to distinguish minor friction from a usability failure.
What a drop-off point actually is
A drop-off point is the specific place in a conversion funnel or process where visitors stop and leave.
Unlike a bounce (when a visitor arrives at your website but leaves without navigation to any other page) drop-off occurs after some meaningful engagement or in the middle of a process.
Why drop-off points matter
Drop-off points help to isolate the exact points where something goes wrong, or is failing to work as intended. While other site-wide metrics like conversion rate may help you identify that something isn't right, drop-off points help you narrow in on where the issue actually is.
Drop-off points help identify which sections of your website to investigate further, conduct user research on or test in improvements.
Common drop-off locations
drop-off can never be fully eliminated—however unnecessary friction or pinpoints in the user journey will increase the rate at which it occurs—and its important to mitigate these effects where possible. The following items outline common drop-off points and impact factors to be aware of.