Equally important as how do users access your website is, how do they leave?
Exit pages show the percentage of users that left your website on any particular page. Before we move on lets go over the difference between Exit Pages and Bounce Rates.
- Bounce Rates – Reflect users who accessed a single page and then disconnected before navigating to another page.
- Exit Pages – Reflect users who navigated around multiple pages on the website and then disconnected while viewing a certain page.
Now we have that clarified.
If a certain page has a high exit rate, it could be an indication of a problem with the user interface, such as an error or broken path. On the other hand, some pages should always have high exit rates, such as the checkout/order processed page on an ecommerce site that shows an order is completed.
If exit page rates aren’t in line with expectations, a redesign of the page is probably in order.
Are you finding some of your pages have high exit rates? This could be due to a lack of engagement on that page. Try to engage users with interactive content such as a responsive slider or animated call to actions.
Link to interesting content on another page to increase traffic and visibility across the whole site. Be sure to check that you dont have any broken links as this is the major cause for an abnormally high exit rate.
If your website has a specific page flow that users follow to gain what they need. For Example, an eCommerce page where a user will need 1). add an item to a shopping cart 2) go through the checkout prompts 3)pay for the item. If you don’t have a loop link at the end of this workflow users will leave your site. Placing a link at the end of this workflow to return to a certain store page could ensure users are continued to be engaged.
Eventually all customers will leave your site at some point. The most important thing is to ensure your customers are leaving your site in the (natural) places. Such as Contact Us or after Check Out is completed. If a user exits in the middle of a process or flow of pages then either the content is not relevant or there is probably a design fault lurking in the background.
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