What does 'fall-off' indicate in funnel reporting?

Fall-off in funnel reporting specifically refers to the percentage of users who do not continue from one stage of the funnel to the next. It highlights where users are abandoning the process and can provide significant insights into potential issues or opportunities for optimization within the funnel.

When analyzing a funnel, understanding the fall-off rate at each stage helps businesses identify critical points where improvement is needed. For instance, if there is a high drop-off rate at a particular stage, it may indicate that users find that step confusing, unappealing, or overly complicated, prompting further investigation and adjustments.

The other choices do not capture this concept of user retention or abandonment in the context of funnel analysis. Total completion (first option), average time spent (third option), and total visits to the funnel page (fourth option) provide quantitative metrics but do not address the critical aspect of user drop-off at each stage of the conversion pathway. Thus, the focus on the percentage of users dropping out makes the second option the most relevant in this context.