Meaning behind “Drop off” in Google Analytics

Behavior tools are probably the most important tools for any website owner. They can show the way visitors behave when using your website. What does this mean exactly? Well, let’s say that you own a website and would like some information on the behavior of your visitors. This includes what pages they visited and on which pages they left or, to use the proper term, dropped off. Knowing why people leave your website is essential information to help you improve your content.

“Drop off” term is the exact opposite of through traffic. It is used to describe traffic that leaves after viewing your landing page or any other page within your website. So, if a user visits any part of your website and leaves without visiting any other page within the website, then that type of traffic is considered as a drop-off.

In other words, this term reflects the page on which visitor left an identified “Visitors Flow” – the intended flow of your traffic – and went down a path different than the Visitors Flow. In taking this action, the visitor either clicked a link on your website that doesn’t correspond with your Visitors Flow or they left your site altogether. The point is that they diverged from the “Visitors Path” as visualized and presented in GA (goals).

The takeaway from this detail is that a “drop off” indicate where your Visitor’s Flow has holes through which people are “dropping off”. The business value depends on how the site content is arranged. You may have some content on a page that visitors are not reaching because they exit the site before reaching it.

There is no set number, but consider common sense when determining if too many visitors are leaving the page. A small percentage is inevitable, but if a large percentage is dropping off, the content or pages should be rearranged to make important information more prominent and more visible. You should also take into consideration to use quality traffic tool, like Babylon, that can be of a huge help here.