The Step Repeat Rate card identifies journey steps where users repeat the step within the same journey session.
A high repeat rate often signals that something is slowing users down, causing confusion, or forcing them to retry due to errors or unclear instructions. This card is useful for:
Detecting broken or inefficient processes
Spotting steps where validation errors or technical glitches occur
Identifying user behavior patterns that cause looping
The card supports three views: Focused, Detailed, and Contextual.
Focused View
The Focused View highlights the single step with the highest repeat rate in the last 30 days. It displays:
Step Name - Name of the step with the highest repeat rate
Profiles - Number of unique users who repeated the step compared to total unique users who reached it (repeated / total)
Percentage - Repeat rate as a percentage of total users who reached the step.
For Example: Account Creation - 1/1 profiles - 100.00%
This means all users who reached this step (1 out of 1) repeated it at least once during their journey.
Detailed view
The Detailed View expands the insight into a list so you can compare multiple steps by repeat rate. It displays:
Step Name - Name of the journey step
Profiles - Number of users who repeated the step compared to total users who reached it (repeated / total)
Percentage - Repeat rate percentage for that step
Step Order
Steps are displayed in ascending order from bottom to top, starting with the lowest repeat rate at the top and the highest repeat rate at the bottom.
This ordering ensures the most critical repeated steps are clearly visible at the bottom.
Step Name | Profiles | Percentage |
|---|---|---|
Account Creation | 1/1 | 100.00% |
Categories View | 1/2 | 50.00% |
Purchase | 1/2 | 50.00% |
Begin Checkout | 1/2 | 50.00% |
Add To Cart | 1/2 | 50.00% |
Contextual View
The Contextual View provides a narrative interpretation of the highest repeat rate to make the insight easily understood. It displays a plain-language summary dynamically updating with the step name and percentage.
For Example: When customers repeat a step, it can be a sign that something’s slowing them down or causing confusion. The highest repeat rate is on Account Creation, repeated by 100.00% of users. We calculate this as the percentage of unique users who visited a step more than once, out of all who reached it.
In the UI, Account Creation and 100.00% are dynamic fields that change depending on the data.
Key Points to Remember
Measures the percentage of users repeating a step, not the total number of repetitions.
High repeat rates may indicate technical errors, complex input fields, or unclear instructions.
The Detailed View helps compare repeat rates across multiple steps to find widespread or isolated problems.
The Contextual View ensures the insight is easy to communicate to non-technical audiences.
Combining this with Avg. Time on Step can help determine if repeated steps are also time-consuming.