KPI · Move lower
Step-level drop-off
Per-step abandonment rate in a multi-step funnel, with particular attention to the first step after a CTA click.
Friction shows up at specific steps, not only at the final submit. Step-level drop-off identifies which step is doing the damage — usually the first one that asks for personal data or makes the user weigh an option without enough context.
Build the funnel events explicitly (form_step_n_view, form_step_n_submit) so the drop-off is unambiguous; relying on order-of-page-views is fragile.
How patterns use this KPI
| Pattern | How it's instrumented | Why it matters there |
|---|---|---|
| Premature Conversion | Multi-step funnel by screen, especially the first step after the CTA | Friction shows up at specific steps, not only at final completion. |