The Exit Page
Opposite of the landing page, the Exit Page is the last page on a site accessed during a visit which identified the end of a visit or session (Reed College of Media, 2021). Simply enough, it is the page on your website where your visitors stopped their session and did not feel the need to continue. The Exit Page seems pretty basic, but it is a metric that can say a lot about the visits on your website!
Exit or Bounce Rate?
When taking the time to track your websites data, you can find out exactly what page your visitors frequently end their sessions on or leave after viewing. If you have a specific page that has an unsatisfactory Exit Rate, then that means that you should probably make some adjustments to that page, or somewhere before that to prevent visitors from leaving your site. This is not to be confused with your Bounce Rate, where a visitor enters your site and leaves from that same page without any interactions.
Above is an image of a visitor entering a webpage and immediately leaving, or, “bouncing”.
This visitor goes through several pages before leaving on the Exit Page.
(Vasile, 2019)
Exit rates can mean that your visitor had more of a journey on your site rather than visitors that just “bounced” right away, which means having a high Exit Rate is not necessarily a bad thing. Depending on the type of website that you are running, some visitors may go to your site to view an article or just to get the information that they needed. Keep in mind that having a high Exit Rate does not mean that you will also have a high Bounce Rate; However, if you have a low Exit Rate that may mean that your Bounce Rate will be high (Vasile, 2019).
Things to Consider
When tracking your Exit Page, it is important to take note of the time that is spent on the page. Keeping track of the Exit Page time can reveal a bit about your audience’s behavior, and even your site itself. If you notice that visitors spend a significant amount of time on the page before exiting, then it could mean that they are viewing the content but may not be getting the information that they’re looking for, or the content isn’t engaging enough (Aldiss, 2016).
If your visitors exit quickly, then it is probably because something about the page is not visually pleasing - This could be because of the layout design, the text font/size, poor navigation, or maybe the page is just taking too long to load. Once you can understand where the issue lies, you can make adjustments and optimize your site and page.
Fastrack and Exit-Intent Popups
One way a business was able to optimize their Exit Pages and reduce exit-intent behavior was Fastrack, a digital marketing agency that focuses on the hotel and travel industry. The lead SEO Consultant of the company, Oliver, is a believer of using pop-ups on travel sites, and strongly encourages his clients to do so.
Using pop-ups allows Oliver’s clients to:
Deliver a “Book Direct” messages that immediately invites website visitors to book when they arrive
Capture leads when visitors view content pages
Recover abandoning visitors who have started booking but show signs of not completing
(“How Fastrack Recovers 53% of visitors,” 2019).
Oliver ended up creating exit-intent popups, using his client’s website’s loyalty club signage that was easy to read. The popup offered a discount when visitors signed up for the loyalty program, and Oliver set it up to immediately apply the coupon code for the visitors when they selected the offer 2019).
Example of the Popup
After Oliver added this popup to his client’s website, he was able to recover 53% of their abandoning visitors (2019).
References
Aldiss, T. (2016, December 05). Website Exit Rate Analysis - Why it's So Important. https://www.brandignity.com/2016/12/website-exit-rate-analysis/
How Fastrack Recovers 53% of visitors Using Exit-Intent. (2019, December 23). https://optinmonster.com/case-study-fastrack-recovers-53-percent-of-abandoning-visitors/
Reed College of Media. (2021). Week 1 module: Introduction to web analytics, basic of web analytics and tool introduction and selection. West Virginia University.
Vasile, A. (2019, March 04). Bounce rate vs exit rate - a simple visual explanation. https://canonicalized.com/bounce-rate-vs-exit-rate/
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