Drop-off rate is the % of visitors that failed an specific goal, dropped from a process or exited the page/app entirely. It highlights areas in the user journey where engagement breaks down, providing key insights for optimization. >[!formula] >${Drop-off\ Rate\ \%}=1-\dfrac{Conversions}{Visitors}$ > >Conversions = Objective achieved or number of users in the next step of the process > >Visitors = Number of users in the current step or total visitors to a site >[!metric] > The inverse is the [[Conversion Rate]]-the percentage of users who succeeded to move forward at that particular stage. ### Why is it important? Understanding drop-off rates is critical for several reasons: - **Identifying Pain Points**: It helps pinpoint stages in the funnel where users are experiencing friction or disengaging. - **Improving User Experience**: By addressing high drop-off rates, you can streamline processes and reduce barriers, leading to a smoother journey for users. - **Maximizing Revenue Opportunities**: Reducing drop-off rates can significantly improve conversions and, ultimately, business results.