Where people fail.
WHAT TO LOOK AT
Where people arrive Where they leave How far they get through a process Which paths they take
WHAT ABANDONMENT POINTS INDICATE
Something at that step is failing.
WHAT TO CHECK AT A DROP-OFF
Is it clear what to do? Is something being asked that people cannot supply? Is it slow? Does it work on a phone?
WHAT TO COMPARE
Mobile against desktop.
A gap indicates something broken on mobile.
WHAT ANALYTICS CANNOT TELL YOU
Why people left.
WHAT TO DO ABOUT THAT
Use figures to locate the problem, then watch someone attempt it.
WHAT TO MEASURE AFTER A CHANGE
Whether the drop-off reduced.
WHAT TO BE CAREFUL WITH
Small numbers Attributing a change to your redesign when something else also changed
WHAT TO SET UP BEFORE REDESIGNING
Measurement of the current position.
Without a baseline, you cannot tell whether you improved anything.
