What do drop-off rates measure in UX research?

Drop-off rates specifically measure the number of users who start but subsequently abandon the experience before completing a desired action, such as a purchase, form submission, or task completion. This metric is crucial in UX research as it helps identify points in the user journey where users lose interest or encounter barriers that prevent them from continuing.

Understanding drop-off rates allows designers and researchers to pinpoint issues in the user experience, such as complicated navigation, unclear calls to action, or technical difficulties. By addressing these drop-off points, organizations can enhance user engagement and improve overall conversion rates.

In contrast, the other options address different aspects of user behavior. For instance, measuring the percentage of users who complete a purchase focuses on conversion rather than abandonment. Tracking the length of time users spend on a site might indicate engagement levels but does not reflect whether users successfully completed tasks. Lastly, calculating the average number of interactions per session describes user activity but does not specifically inform on user abandonment.