# What is Drop-Off Rate?

Drop-off rate measures the percentage of users who leave a specific process or flow (such as a multi-step form, checkout process, or tutorial) before completing it.

This metric is vital for identifying friction points within the user journey that may hinder conversions or engagement, allowing for targeted improvements.

## How to calculate drop-off rate

To calculate drop-off rates, you typically focus on a specific step within a process and compare the number of users who reach that step to the number of users who advance to the next step.

Here's a simplified formula to calculate the drop-off rate between two consecutive steps in a process:

Drop-off rate = 1 - (Number of Users at Next Step / Number of Users at Current Step)

This formula gives you the percentage of users who do not move from the current step to the next step, indicating where you might be losing potential conversions or engagement.

To fully understand the funnel's performance, you would calculate the drop-off rate between each pair of steps in the process.

For example, let's say 100 people visit your signup page (Step 1) and 60 people actually create an account (Step 2).

Drop-off rate = 1 - (60 / 100) = 1 - 0.6 = 40%

This means that 40% of users did not complete the process of creating an account.

You can then compare this number to industry benchmarks and historical trends to identify areas for improvement.

## How to reduce drop-off rates

Reducing drop-off rates at key points in your funnel is critical if you want to boost conversion rates across your site.

Here are a few strategies that can help you do just that.

### 1. Simplify the process

Generally speaking, the more steps that are required to complete a process, the more drop-offs you'll see along the way. As a result, the less steps the better.

Analyze each step in your funnels and determine if they're absolutely necessary or if it can be combined with another step. When it comes to forms, only ask for the minimum information necessary from users.