Drop-off

Drop-off (or abandonment) rates measure the percentage of users who start but don’t complete a conversion process, like leaving a shopping cart unpurchased. High drop-off rates can indicate issues such as poor design, unclear navigation, or unconvincing copy, all of which may harm users' trust in the brand.

Identifying pages where users abandon tasks allows teams to revise and test the copy or design to reduce friction.  Google Analytics is one of the most popular tools to track where users drop off your site and improve this experience.