Blog · 8 February 2026
Drop-offs Need Context, Not Just Percentages
A short practice for turning funnel cliffs into decisions people can own.
A 40% drop between step two and three is incomplete information. Was the step optional? Did a payment provider timeout? Did users succeed through a side path your funnel ignores?
Pair every ranked drop-off with a one-sentence context note and a candidate owner. Without those two lines, the percentage becomes a slide decoration.
When context is missing, schedule a short observation session—support tickets, session notes, or a handful of user conversations—before proposing a redesign.