Information Technology Reference
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the first thing you notice, even in this shortened funnel, is that it is quite similar
to the ones from earlier: We have a first step with a huge abandonment rate. But know-
ing that this is not the biggest optimization opportunity, we will drill into the step
between Apply Billing information and the confirmation, where we have an abandon-
ment rate of approximately 20 percent (see Figure 12.12).
looking at the path shown in Figure 12.12, your task will be to find a pattern
that could suggest this step might not be performing at its best.
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Figure 12.12
Login page path analysis
