Drop-off Point

A drop-off point is the funnel step where the most users leave — the place where improvement effort has the highest return.

Drop-off is a number and the drop-off point is the answer to “where”; the two are not one word. The key to finding the right drop-off point is separating absolute drop-off from rate drop-off: the largest absolute drop-off is almost always at the top of the funnel where volume is highest, but the largest drop-off rate can sit on a low-volume step, and that step is usually the actionable one. Another trap is treating the drop-off point as a failure point; sometimes the user reached the goal another way, the step was optional, or the conversion window closed before they returned. To learn why the drop happens there rather than just that it happens, watch that step in session replay; the funnel says “where,” replay says “why.”