Drop-off points are specific stages in a user journey where visitors leave without completing the desired action.^[1] These points of abandonment reveal where users face friction, confusion, or lack of motivation to continue. Understanding where users drop off helps prioritize which parts of the product experience need immediate attention.

Analytics tools measure drop-off rates by comparing the number of users who enter each funnel stage against those who proceed to the next one. A sudden increase in drop-offs often signals a usability issue or a disconnect between user expectations and the actual experience. For example, an unusually high drop-off rate at the signup form might indicate that users find it too lengthy or complex.

By comparing drop-off rates across different user segments, devices, and time periods, teams can spot patterns and tackle the most impactful issues first. Common fixes include simplifying complex forms, clarifying unclear instructions, or removing unnecessary steps that may be causing user frustration.