{"id":170862,"date":"2024-02-19T19:07:31","date_gmt":"2024-02-19T19:07:31","guid":{"rendered":"https:\/\/userpilot.com\/blog\/drop-off-rate\/"},"modified":"2026-04-07T19:20:30","modified_gmt":"2026-04-07T19:20:30","slug":"drop-off-rate","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/drop-off-rate\/","title":{"rendered":"Drop-Off Rate: What Is It and How to Reduce It?"},"content":{"rendered":"<p>The drop-off rate is one of the key <a href=\"https:\/\/userpilot.com\/product\/product-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">product metrics <\/a>to track to improve the customer experience.<\/p>\n<p>This article explains:<\/p>\n<ul>\n<li>What drop-off rate is.<\/li>\n<li>Why it&#8217;s important to measure it.<\/li>\n<li>How to calculate it.<\/li>\n<li>How to reduce it.<\/li>\n<\/ul>\n<p>Let&#8217;s dive right in!<\/p>\n<h2 id=\"55k5t\">What is the drop-off rate?<\/h2>\n<p>The drop-off rate is the percentage of users who abandon a process or action before achieving a specific goal.<\/p>\n<p>In the SaaS context, it could refer to the users who fail to <a href=\"https:\/\/userpilot.com\/blog\/free-trial-and-product-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo<\/a> on your website, <a href=\"https:\/\/userpilot.com\/blog\/how-to-boost-trial-to-paid-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\">convert to paying customers<\/a>, or complete the onboarding process, just to name a few examples.<\/p>\n<h2 id=\"b8c2g\">What is the difference between the drop-off rate and exit rate?<\/h2>\n<p>As mentioned, the drop-off rate refers to the users who don&#8217;t complete a specific process or <a href=\"https:\/\/userpilot.com\/blog\/saas-signup-flow\/\" target=\"_blank\" rel=\"noopener noreferrer\">flow <\/a>within the application.<\/p>\n<p>The exit rate, on the other hand, describes the percentage of users who finish using a product or navigating a <a href=\"https:\/\/userpilot.com\/blog\/saas-landing-pages\/\" target=\"_blank\" rel=\"noopener noreferrer\">website <\/a>on that particular page or screen (after visiting more than one page or screen).<\/p>\n<p>So if 1,000 users view an app screen and 300 of them stop using the product there, the exit rate for this screen would be 30%.<\/p>\n<h2 id=\"dokd6\">The importance of measuring drop-off rates<\/h2>\n<p>Measuring drop-off rates in SaaS products is important for several reasons, as it directly impacts user engagement, conversion rates, and ultimately, the revenue and success of the business.<\/p>\n<p>Here are key reasons why tracking drop-off rates is crucial:<\/p>\n<ul>\n<li><strong>Identify usability issues &#8211; <\/strong>a high drop-off rate in a specific part of a process, like a sign-up flow, can indicate <a href=\"https:\/\/userpilot.com\/blog\/product-usability\/\" target=\"_blank\" rel=\"noopener noreferrer\">usability <\/a>problems, like complex navigation or low load speed.<\/li>\n<li><strong>Evaluate onboarding processes &#8211; <\/strong>a lower drop-off rate during onboarding suggests that you efficiently help users experience the <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">product value.<\/a><\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/conversion-rate-optimization-for-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Improve conversion rates<\/a> &#8211; <\/strong>by analyzing where potential customers drop off during the <a href=\"https:\/\/userpilot.com\/blog\/conversion-funnel-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">conversion funnel<\/a>, businesses can increase conversions.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/improve-user-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">Enhance user experience <\/a>&#8211; <\/strong>understanding drop-off points allows for the optimization of the overall user experience to <a href=\"https:\/\/userpilot.com\/blog\/improve-customer-satisfaction-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase user satisfaction.<\/a><\/li>\n<\/ul>\n<h2 id=\"fmr9n\">How to calculate the drop-off rate?<\/h2>\n<p>To calculate the drop-off rate, divide the number of users who didn\u2019t complete a process by the number of users who started it, and multiply it by 100.<\/p>\n<p>So if 200 users start your onboarding flow but only 78 finish it, the drop-off rate is 61% [(122\/200) x 100%].<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/funnel-drop-off-rate-2_ac79f8dc059bce2d421467bad0a2b01f_800.png 1x, https:\/\/images.storychief.com\/account_6827\/funnel-drop-off-rate-2_ac79f8dc059bce2d421467bad0a2b01f_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/funnel-drop-off-rate-2_ac79f8dc059bce2d421467bad0a2b01f_800.png 1x, https:\/\/images.storychief.com\/account_6827\/funnel-drop-off-rate-2_ac79f8dc059bce2d421467bad0a2b01f_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/funnel-drop-off-rate-2_ac79f8dc059bce2d421467bad0a2b01f_800.png\" alt=\"funnel-drop-off-rate\" \/><\/picture><figcaption>Drop-off rate formula.<\/figcaption><\/figure>\n<p>To be able to calculate it, you must have an <a href=\"https:\/\/userpilot.com\/blog\/product-analytics-tools-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">analytics tool <\/a>that allows you to track in-app <a href=\"https:\/\/userpilot.com\/blog\/event-tracking-tool\/\" target=\"_blank\" rel=\"noopener noreferrer\">events <\/a>or page views accurately.<\/p>\n<p>If so, why not get one that does all the calculations for you?<\/p>\n<p>For example, in <a href=\"https:\/\/userpilot.com\/blog\/userpilot-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot <\/a>you get the figure when you hover over a stage in the funnel chart.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/funnel-analysis-drop-off-rate_22308df14ba85a4ec68065c635f22b90_800.png 1x, https:\/\/images.storychief.com\/account_6827\/funnel-analysis-drop-off-rate_22308df14ba85a4ec68065c635f22b90_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/funnel-analysis-drop-off-rate_22308df14ba85a4ec68065c635f22b90_800.png 1x, https:\/\/images.storychief.com\/account_6827\/funnel-analysis-drop-off-rate_22308df14ba85a4ec68065c635f22b90_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/funnel-analysis-drop-off-rate_22308df14ba85a4ec68065c635f22b90_800.png\" alt=\"Funnel analysis\" \/><\/picture><figcaption>Funnel analysis with the drop-off rate.<\/figcaption><\/figure>\n<p>To measure drop-off rates for your website, <a href=\"https:\/\/userpilot.com\/blog\/mixpanel-vs-google-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics<\/a> offers a similar capability, and for mobile apps &#8211; try Mixpanel or <a href=\"https:\/\/userpilot.com\/blog\/amplitude-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amplitude<\/a>.<\/p>\n<h2 id=\"cks5e\">What is a good drop-off rate?<\/h2>\n<p>To figure out what a good drop-off rate is it\u2019s best to look at the the conversion rate benchmarks. After all, the two are opposites.<\/p>\n<p>Here are a few:<\/p>\n<ul>\n<li>For websites, the <a href=\"https:\/\/userpilot.com\/blog\/saas-average-conversion-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">average conversion rate for B2B SaaS <\/a>businesses ranges from <a href=\"https:\/\/firstpagesage.com\/seo-blog\/b2b-saas-funnel-conversion-benchmarks-fc\/\" target=\"_blank\" rel=\"nofollow noopener\">0.9 and 2.3%<\/a>.<\/li>\n<li>For an average SaaS business, a good <a href=\"https:\/\/userpilot.com\/blog\/free-trial-conversion-rate\/\">free trial conversion rate<\/a> is between <a href=\"https:\/\/openviewpartners.com\/2022-product-benchmarks\/\" target=\"_blank\" rel=\"nofollow noopener\">17%<\/a>.<\/li>\n<li>An average <a href=\"https:\/\/userpilot.com\/blog\/freemium-free-trial-jana-frejova-spendesk\/\" target=\"_blank\" rel=\"noopener noreferrer\">freemium <\/a>conversion rate is <a href=\"https:\/\/openviewpartners.com\/2022-product-benchmarks\/\" target=\"_blank\" rel=\"nofollow noopener\">1-10%<\/a>.<\/li>\n<li>The average activation rate is in the region of <a href=\"https:\/\/www.lennysnewsletter.com\/p\/what-is-a-good-activation-rate#:~:text=For\" target=\"_blank\" rel=\"nofollow noopener\">36%<\/a>.<\/li>\n<\/ul>\n<p>Mind you, though, that all of the rates depend on your product, industry, and niche. So instead of sweating over abstract figures, measure your current conversion\/drop-off rates and focus on optimizing them.<\/p>\n<h2 id=\"419i6\">How to reduce drop-off rates in your company?<\/h2>\n<p>With the theory out of the way, let&#8217;s look at a few ways to reduce the drop-off rates for your product.<\/p>\n<h3 id=\"fcm1b\">Reduce the steps in the user journey<\/h3>\n<p>One of the reasons why users drop off is that the user journey consists of too many steps. For example, a complex checkout process may lead to fewer people completing the purchase.<\/p>\n<p>To determine if that&#8217;s the case, <a href=\"https:\/\/userpilot.com\/blog\/lead-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segment the users<\/a> who drop off and conduct the <a href=\"https:\/\/userpilot.com\/blog\/conversion-path-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">path analysis<\/a>. This will show you exactly what they do between conversion points.<\/p>\n<p>At the same time, carry out another <a href=\"https:\/\/userpilot.com\/blog\/user-path-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">analysis<\/a> for <a href=\"https:\/\/userpilot.com\/blog\/power-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">power users <\/a>with similar use cases. That&#8217;s how you identify the<a href=\"https:\/\/userpilot.com\/blog\/happy-path-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\"> happy path<\/a> for this user persona.<\/p>\n<p>All that is left is sending all users down the happy path with a well-designed <a href=\"https:\/\/userpilot.com\/blog\/onboarding-flow-best-practices\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding flow <\/a>that helps them replicate it.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/path-analysis-drop-off-rate_9e93533100ab5364afdf34ba4752e1d8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/path-analysis-drop-off-rate_9e93533100ab5364afdf34ba4752e1d8_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/path-analysis-drop-off-rate_9e93533100ab5364afdf34ba4752e1d8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/path-analysis-drop-off-rate_9e93533100ab5364afdf34ba4752e1d8_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/path-analysis-drop-off-rate_9e93533100ab5364afdf34ba4752e1d8_800.png\" alt=\"Path analysis to identify actions leading to drops \" \/><\/picture><figcaption>Path analysis to identify actions leading to drop-offs.<\/figcaption><\/figure>\n<h3 id=\"1cpb7\">Analyze product usage data thoroughly to identify drop-offs<\/h3>\n<p>Funnel and path analysis can show you where users drop off but not necessarily why. To find the root cause of drop-offs, you often need a more granular analysis of <a href=\"https:\/\/userpilot.com\/blog\/product-usage-analytics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">product usage.<\/a><\/p>\n<p>Two useful tools for that are:<\/p>\n<ul>\n<li>Heatmaps &#8211; color-coded visualization of where on the page users click, hover, or type; they&#8217;re easy to interpret because the colder the color, the lower the engagement.<\/li>\n<li>Session replays &#8211; as the name suggests, recordings of every user action when using the product.<\/li>\n<\/ul>\n<h3 id=\"f87pg\">Provide support to lower drop-off rates<\/h3>\n<p>One of the reasons why users drop off is that they come across an issue, don&#8217;t know how to overcome it, and there&#8217;s no adequate support to assist them.<\/p>\n<p>How can you support your users?<\/p>\n<p>Apart from traditional <a href=\"https:\/\/userpilot.com\/blog\/high-touch-vs-low-touch\/\" target=\"_blank\" rel=\"noopener noreferrer\">high-touch <\/a>methods like emails and phone calls to support agents, <a href=\"https:\/\/userpilot.com\/\">Userpilot<\/a> allows you to provide <a href=\"https:\/\/userpilot.com\/blog\/in-app-guidance-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app guidance <\/a>with a resource center.<\/p>\n<p>Such a center contains product documentation, how-to guides, and <a href=\"https:\/\/userpilot.com\/blog\/in-app-tutorials-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">tutorials <\/a>that users can use to deal with their <a href=\"https:\/\/userpilot.com\/blog\/customer-pain-points\/\" target=\"_blank\" rel=\"noopener noreferrer\">pain points <\/a>independently.<\/p>\n<p>Another way to support users is with contextual <a href=\"https:\/\/userpilot.com\/blog\/in-app-messages\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messages<\/a> that guide users through a process.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/resource-center-drop-off-analysis_9f2ec02a02c6ad86d5989af274e10af6_800.png 1x, https:\/\/images.storychief.com\/account_6827\/resource-center-drop-off-analysis_9f2ec02a02c6ad86d5989af274e10af6_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/resource-center-drop-off-analysis_9f2ec02a02c6ad86d5989af274e10af6_800.png 1x, https:\/\/images.storychief.com\/account_6827\/resource-center-drop-off-analysis_9f2ec02a02c6ad86d5989af274e10af6_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/resource-center-drop-off-analysis_9f2ec02a02c6ad86d5989af274e10af6_800.png\" alt=\"Reducing the drop-off rate by providing in-app support via a resource center\" \/><\/picture><figcaption>Reducing the drop-off rate by providing in-app support via a resource center.<\/figcaption><\/figure>\n<h3 id=\"1u0d\">Conduct A\/B testing to optimize the customer experience<\/h3>\n<p>Designing effective onboarding flows and <a href=\"https:\/\/userpilot.com\/blog\/in-app-messaging\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messages<\/a> that lead to lower drop-off rates requires <a href=\"https:\/\/userpilot.com\/blog\/product-experimentation-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">experimentation<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/iterative-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">iterative <\/a>development.<\/p>\n<p><a href=\"https:\/\/userpilot.com\/blog\/ab-testing-product-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B tests<\/a> allow you to compare the performance of 2 different in-app experiences before rolling them out for all users.<\/p>\n<p>To conduct them, you select a representative sample of users and divide it into 2 random groups. Next, you enable 1 in-app experience for each and measure which performs best.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/ab-testing-drop-off-rate_510dad5f1f16362dcea0deaaff7b882d_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/ab-testing-drop-off-rate_510dad5f1f16362dcea0deaaff7b882d_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/ab-testing-drop-off-rate_510dad5f1f16362dcea0deaaff7b882d_800.png\" alt=\"A\/B testing in-app patterns to reduce the drop-off rate\" \/><\/picture><figcaption>A\/B testing in-app patterns to reduce the drop-off rate.<\/figcaption><\/figure>\n<h2 id=\"a2frd\">Conclusion<\/h2>\n<p>A high drop-off may indicate that the user journey is too complex and users are experiencing excessive friction, which has a negative long-term impact on the product and business success.<\/p>\n<p>To find out more about Userpilot and how it can help you reduce the drop-off rate, <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The drop-off rate is one of the key product metrics to track to improve the customer experience. This article explains what drop-off rate is, why it&#8217;s important to measure it, how to calculate it and how to reduce it.\u2028 Let&#8217;s dive right in!<\/p>\n","protected":false},"author":56,"featured_media":170864,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[770],"tags":[254,979,109,446,57,5556,959,940,571],"class_list":["post-170862","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux-analytics","tag-a-b-testing","tag-ab-testing","tag-activation-rate","tag-customer-experience","tag-free-trial-conversion-rate","tag-funnel-analysis","tag-onboarding-flows","tag-onboarding-process","tag-product-metrics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Drop-Off Rate: What Is It and How to Reduce It?<\/title>\n<meta name=\"description\" content=\"Wondering what is the drop-off rate and why it&#039;s important to measure it? Desperate to reduce it for your SaaS? Read our article to find out!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/drop-off-rate\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Drop-Off Rate: What Is It and How to Reduce It?\" \/>\n<meta property=\"og:description\" content=\"Wondering what is the drop-off rate and why it&#039;s important to measure it? Desperate to reduce it for your SaaS? 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