Tune In, Drop Off

In the offline world, a “drop off” can refer to a package being left on a doorstep. In the online world — at least according to Seattle-based Avenue A, a digital marketing company — a drop off means a Web user clicking away from a site after having made it all the way to the final page without completing a purchase or registering for a service.

In a new study, Avenue A found — perhaps not surprisingly — that sites with more expensive products experienced a higher drop off rate than those sites featuring lower priced items.