You’ve probably looked at your landing pages, but have you ever analyzed your exit pages?
Optimizing your exit pages is a great way to increase your page views per visitor and average session duration.
Transcript
You've probably analyzed your top landing pages, but what you might not have analyzed are your top exit pages.
The exit pages are where people leave your website, and optimizing them so that people travel further into your website can be really beneficial. You can find them easily by going to the pages report, clicking Toggle Columns, and enabling both the Exits and the Exit Rate columns. Now Exits is the total number of times that someone left your site from this page.
What you're gonna see is that the exits are the highest for pages with the most visitors, which intuitively makes sense. What is a little bit more useful is to look at the Exit Rate column. I'll go ahead and sort by that now, and you're gonna find the pages where your visitors are most likely to leave.
So we've got some 404 pages. I'll scroll past those real quick to get some better data, and you'll see that this page, for instance, 96% of people who look at it end up leaving. So these are pages that probably need some more internal links, or maybe if they also have a high bounce rate, they're pages that just aren't quite connecting with your audience.
On the other hand, if I reverse sort the Exit Rate, you're gonna see the pages, and I'll scroll past some of these very low visitor pages... These are ones where people are really unlikely to go somewhere else.
So, as you might expect, actually, we've got a lot of podcast category pages, and people are really unlikely to leave because they're looking for more content, and they're gonna click on other podcast episodes.
What's interesting is that it ranges from a 4% value to as high as 16%, so in other words, people looking at the fitness and exercise category are four times more likely to leave your site than this category, so you might want to optimize the titles of your podcast episodes here to make them more interesting.
Maybe learn from the titles in this section. So there's a lot you can learn from this data just by comparing and contrasting between different page types and seeing which ones people are leaving on and which ones are succeeding at keeping people on your website.
