Funnel Drop-off
The share of people lost between one step of a journey and the next.
Drop-off = (people at step − people at next step) ÷ people at step × 100
Why it matters
It shows where the problem is, before you try to work out why.
How to use it
- Map the steps people must take.
- Compare before and after a release.
- Split by device, because problems often hide in one segment.
Example
If 5,420 people reach Payment and 2,710 pay, 50% drop off at that step.