FunnelAbgänge

FunnelAbgänge is a term used in German marketing to describe the abandonments or drop-offs that occur as users move through stages of a sales or marketing funnel. The concept focuses on the proportion of users who exit the funnel at each step before completing a desired action, such as a purchase, signup, or request for information. In funnel analytics, each stage has an Abgänge rate; together they illustrate friction points and overall funnel health.

Abgänge are calculated per stage as the number of users who reach that stage who then do not proceed to the next stage, divided by the number who reached the stage. The cumulative drop-off across stages helps identify critical bottlenecks, while segmenting Abgänge by traffic source, device, or campaign reveals where problems are most pronounced.

Common causes of FunnelAbgänge include long or complex forms, unclear value propositions, unexpected costs (shipping, taxes), poor site speed, confusing navigation, lack of trust signals, required account creation, and technical errors. Differences in user intent and context can also lead to intentional early exits.

To reduce FunnelAbgänge, organizations typically rely on data-driven optimization: simplifying steps, reducing form fields, offering guest checkout, improving page speed, presenting clear pricing and benefits, providing trust cues, implementing progress indicators, and using retargeting or exit-intent offers. A/B tests, funnel re-segmentation, and cohort analysis help verify the impact of changes.

Limitations: not all drop-offs are negative; some users may postpone conversion, return later, or convert via a different channel. FunnelAbgänge are a diagnostic tool, not a final verdict on user value.