Along with your first page, landing page data, number of page views and other site content analytics, your exit pages are a very important KPI to track. This will help you know if a specific page has a high bounce rate, and if people leave your website where you want them to.
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Templates using this KPI
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Integrations using this KPI
The exit page is the last page a visitor consults before leaving your website. Usually, users will leave naturally after checkout or on a particular page made for that purpose like a thank-you page. But you can also track all pages and have a better idea of the customer journey.
You can consult your exit pages report on Google Analytics or track it on DashThis or another analytics tool.
It all depends on your checkout process, customer journey, and basically where you want your users to drop off of your website. After all, we know users can’t stay forever on our website, so we just need to make sure they leave on pages dedicated to it.
A high exit rate can be an issue depending on your goals and the pages in question. For example, a high exit rate on your home page is probably not ideal, whereas on a thank-you page, it’s normal.
Your exit pages can be added to multiple different types of reports. Here are some of them:
Google analytics report template
A report with all the most important Google analytics metrics. Track all your web analytics, from single-page metrics, page load time, organic searches, total number of sessions, and more.
Digital marketing report template
From SEO to social media and PPC, this report gives you a good view of all online performance metrics. Get insights on user experience and figure out your digital marketing next steps.
Ecommerce report template
A report with all the most important metrics for your eCommerce website, like bounce rate, shopping cart abandonment, and total revenue. Optimize your product pages to get better results in your report!
In order to improve the customer journey on your webpages, here are some of the best practices you should keep in mind while optimizing your website's Exit pages.
Don’t put too many pop-ups
You may be tempted to add a lot of pop-ups to showcase new promotions, ask questions, or get your visitors to see something in particular, but these can oftentimes give you a higher exit rate and have a negative impact on your revenue, so make sure not to abuse it.
Checkout optimization
If you have an ecommerce site, you need to make sure people go through your checkout process before leaving, and if you have a high exit rate before the sales are completed, you have some optimization to do. You can do some event tracking, see where customers leave, analyze your website and test some solutions. Are your landing pages or product pages seeing a high exit page rate? You’ll probably want to optimize them too.
Don’t confuse it with bounce rate
Exit pages and bounce rates are two very different things. Bounce rate are for single-page sessions, in other words, your users have seen one page only before leaving. You can have a high bounce rate on a blog for example, but it’s not going to be a high exit rate. Your exit rate happens when a visitors consults multiple pages before leaving, it’s therefore more closely tied to the customer journey.
Although exit page is widely used, there are multiple synonyms that can be used. Here are a few:
Checkout pages, last pages, last landing page, top exit page, website exit rate.
Conversion Rate
Customer lifetime value (CLV)
Customer acquisition cost (CAC)
Cost per acquisition (CPA)
Backlinks
Cost per lead (CPL)
Domain authority
Domain rating
Unique visitor
Return on marketing investment
Bounce rate
Pageviews
Traffic sources
Keyword Difficulty
Return on ad spend
Referring domains
