CRO
Abandonment Analysis
A practical UX and analytics method for identifying where users leave key journeys before completing the intended goal.
How to use abandonment analysis to pinpoint drop-off points, uncover friction, and improve completion rates.
Quick take
If users are dropping off, don’t guess why. Analyse where and when they abandon.
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What it is
Abandonment analysis is a UX and analytics method used to identify where users leave a glossaryPain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term before completing a goal.
It focuses on glossaryDrop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term points within glossaryDelightMoments that exceed user expectations.Open glossary term such as sign-up, checkout, or application glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term.
By analysing glossaryUser BehaviourUser behaviour refers to how users interact with a product, including actions, patterns, and decision-making processes.Open glossary term, it reveals where users stop, hesitate, or fail to continue.
This can include reviewing glossaryFunnelA funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.Open glossary term glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term, glossarySession RecordingSession recording captures user interactions within a product for later analysis.Open glossary term, and interaction patterns.
The focus is on identifying glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term and understanding why users do not complete key actions.
The goal is to reduce glossaryDrop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term and improve completion rates.
Abandonment analysis is most useful when teams need clear evidence of where journeys are failing before deciding what to fix.
When to use it
Use this method when users are not completing glossaryPain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term.
It is most useful when:
It is less useful when:
Abandonment analysis is often used in CRO and UX optimisation.
Key takeaway
Use abandonment analysis when you need to prioritise fixes based on where users actually stop, not where teams assume problems are.
How to run it
Set up properly.
Before you start, be clear on the glossaryPain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term or glossaryFunnelA funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.Open glossary term you are analysing, the key steps involved, and what completion looks like.
Ensure tracking is accurate.
Run the method.
Abandonment analysis is glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term-driven.
Map the glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term or glossaryFunnelA funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.Open glossary term. Identify glossaryDrop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term points between steps. Analyse where users leave. Review supporting data such as session replays and errors. Compare different user segments.
Focus on where and when users abandon.
Capture and make sense of it.
The value comes from identifying glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term.
After analysis: prioritise high-impact glossaryDrop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term points, identify potential causes, validate findings with other methods, and define improvements.
Use this to reduce abandonment.
What to look for
Focus on:
Where it goes wrong
Most issues come from:
If you don’t understand why, you can’t fix it.
What you get from it
Done properly, this method gives you:
Key takeaway
It helps you fix what’s stopping users.
Get in touch
If this sounds like something you need, we can help you analyse where users are dropping off and fix the issues that are costing you glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term.
No guesswork. No assumptions. Just clear glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term into what’s going wrong.
FAQ
Common questions
A few practical answers to the questions that usually come up around this method.
What is abandonment analysis in UX?
It is a method for identifying where users leave a glossaryPain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term before completing it.
When should you use abandonment analysis?
Use it when users are dropping off in key glossaryDelightMoments that exceed user expectations.Open glossary term.
What can you analyse?
glossaryFunnelA funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.Open glossary term, forms, checkout glossaryDelightMoments that exceed user expectations.Open glossary term, and multi-step glossaryPain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term.
How do you find the cause?
Combine analytics with qualitative methods.
Does abandonment analysis improve UX?
Yes. It helps remove glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term and improve completion rates.