KPI · Move lower
Hard-CTA misfire rate
Share of primary-CTA clicks immediately followed by a back-navigation or exit on the next screen.
A misfire is the clearest sign that a CTA promised one thing and the next screen demanded another — a curiosity click that collapses on contact with reality. Measure it as the conditional rate of back or exit events on the screen reached from click_primary_cta.
Especially useful as a guardrail for CTA-label experiments: a higher click rate isn’t a win if misfire goes up with it.
How patterns use this KPI
| Pattern | How it's instrumented | Why it matters there |
|---|---|---|
| Inside-Out Design | task_entry_click -> immediate_back / docs_exit / support_open before completion | Wrong-path clicks reveal that labels promised a user goal but delivered an internal subsystem. |
| Premature Conversion | click_primary_cta -> immediate_back / click_primary_cta -> exit | The clearest signal that a CTA promised one thing and the next screen demanded another. |