Funnel Drop-off

The point in a conversion funnel where a significant percentage of users stop progressing toward the desired outcome, often due to friction, confusion, or lack of motivation.

Identifying and fixing funnel drop-off points is one of the highest leverage activities in any business. A 20% improvement at a step where 80% of users drop off can double conversion without any new acquisition spend.

Your checkout funnel: 1,000 visitors reach the cart page, 600 begin checkout, 400 enter card details, but only 180 complete purchase. The biggest drop is from card entry to completion. Investigating reveals a slow payment confirmation page causing users to think it failed.