What Is an Exit Page? An Introduction to Exit Pages and How They Affect Your Website
5 minute read
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June 28, 2021

Monitoring exit pages is an important process when building a website. No matter what type of commercial website you're building, it will have exit pages. As your website grows larger and more popular, it will generate more organic traffic. This flood of new visitors will inevitably create more exit pages. What are exit pages, and how do they affect our website?

 

The Basics of Exit Pages

 

An exit page is exactly what it sounds like: It's a page from which a visitor leaves or exits your website. More Specifically, an exit page is the last page in any given visitor's session. If a visitor leaves your website from the order completion page, the order completion page is considered the exit page for his or her session.

 

There are entry pages as well. Also known as a landing page, an entry page is a page where a visitor enters your website. It's Essentially the first page a visitor accesses during his or her session.

 

Each visitor session will trigger an entry and an exit. The first page a visitor accesses is the entry page, whereas the last page a visitor accesses is the exit page. With that said, some pages can both an entry page and an exit page. Visitors who view a single page, for instance,will trigger an entry and an exit for that page. They'll enter and leave your website on the same page, so it will be both an entry and an exit page.

 

How to Find Exit Pages

 

You can find exit pages using Google Analytics. Google's suite of webmaster-focused services offers reports for exit pages. Using Google Analytics, you can see the pages from which visitors have exited your website, and you can see the exit rate for those pages.

 

If you don't already have a Google Analytics Account, you can create one for free by visiting analytics.google.com. Once You've created an account and followed the verification steps, Google Analytics Will return data regarding how visitors access and use your website.

 

Google Analytics will display your website's exit pages under the "Behavior" menu. While logged in to your account, click the "Behavior," menu, followed by "Site Content" and then "Exit Pages." All of the URLs listed in this section are your website's exit pages, meaning they were the last pages viewed during a visitor's session.

 

In Google Analytics, a visitor's session will end when one of the following occurs:

•   The time changes to midnight.

•   The visitor remains inactive for at least a half-hour.

 

Keep in mind that a visitor's session can end if he or she leaves your website. Google Analytics will simply consider the visitor's departure as a half-hour of inactivity. If a visitor leaves yourwebsite and doesn't return for at least a half-hour, his or her session will end. Google Analytics will then classify the last page in the visitor's session as the exit page. Visitors who leave your website and return within half-hour, on the other hand, won't trigger an exit.

 

The Impact of Exit Pages

 

Since they are the pages from which visitors leave your website, you need to track your site's exit pages. A high number of exit pages isn't necessarily bad. Assuming your website generates consistently high traffic, most of its pages may be considered exit pages. A high exit rate, however, is often a sign of an underlying problem.

 

All exit pages have an exit rate. Google Analytics defines exit rate as the number of exits a page has divided by the number of views it has. If a page had 1,000 views and 100 exits last month, itsexit rate would be 10 percent for that period. Each session that ends on a page will increase the page's exit rate.

 

An exit rate of 10 percent is considered excellent for most types of pages, whereas an exit rate of 11 percent to 30 percent is considered good. If a page has a higher exit rate, there's probably a reason why so many visitors are leaving your website from it. Maybe a page contains an excessive number of ads, or perhaps the page loads slowly. If Visitors have an unsatisfactory experience on a given page, they may leave your website from it.

 

You should use Google Analytics to monitor your website's exit rates. Look for pages with a high exit rate, after which you can audit them for problems. For excessive ads, removing some of the page's ads mayflower its exit rate. If a page is slow, conversely, compressing its images and minifying its resources may lower its exit rate.

 

Exit pages are common. Most pages, in fact, will have at least some exits, thus making them exit pages. It's pages with a high exit rate that typically need fixing. By lowering a page's exit rate, fewer visitors will leave your website from it. As a result, other pages on your website will generate more views and visitor engagement actions.

 

Certain types of pages, though, can have a much higher exit rate. Checkout pages, contact pages and order confirmation pages often have a 70 percent or higher exit rate. A high exit rate is normal for pages such as these.

 

Visitors who've reached a checkout page or an order confirmation page have already completed their journey. Therefore,they'll typically leave rather than staying on your website. Similarly,visitors who access a contact page will likely leave because they've already found your website's contact information. Don't worry if you discover a high exit rate with these pages. Instead, focus on traditional pages that visitors typically access at the beginning or in the middle of their journey.

 

Exit pages themselves won't impact your website. Rather, they reflect how visitors perceive your website. For most pages, a high exit rate indicates a negative perception and unsatisfactory experience,whereas a low exit rate indicates a positive perception and a satisfactory experience. You can monitor your website's exit rates using Google Analytics.

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We're MXNEY and we're determined to grow businesses. Our question is, should it be yours? 
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