What is the term to describe the percentage of users that don't proceed from one page to another?

Question

What is the term used to describe the percentage of users that don't continue in a flow?

For example, if only 50% of users go from the login screen to the profile screen, what do you call that?

Answer 1

It depends on the context, but these are often used interchangeably.

A few options are:

• bounce rate (if initial page)
• drop-off rate (not initial page)
• exit rate (not initial page)
• abandonment rate (specific to e-commerce)

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More on the distinctions (from a web analytics standpoint) on:

• Bounce Rate vs. Exit Rate
• Bounce Rate vs. Drop-Off
• Google Analytics on Bounce Rate vs. Drop-Off

Answer 2

There are definitely a lot of terms for it and it really depends on the context.

In many cases you have a new user funnel. There may be a certain step that you may consider that user an customers, player (if a game), etc. That would be the conversion rate.

If you don't have a flow and you have users coming to the page and leaving immediately, that would often be referred to as the bounce rate.

If you have a custom flow as you are describing. This is often called the drop-off rate.

In some flows, especially if dealing with subscriptions (mobile / social apps included) this would be considered as the churn rate as users leave and never come back / remove the app.