When it comes to analytics, many marketers and website owners make the same mistake. All of the focus is on the how traffic gets to the site. Which page did a visitor arrive on? What keyword resulted in the hit? While these are important considerations, you can learn just as much about a site’s performance by considering the page a person exits the site from.
What You Can Learn from Exit Page Data
One key element of exit page data is identifying the pages that lead to the most exits. This can be a very telling factor. Why do people leave the site after visiting that page? Is the content weak or perhaps even offensive to customers?
Exit data reveals pages that are lacking in engagement. This gives you the opportunity to strengthen the content. Marketers can aim to make these pages more sticky by means of content that others find interesting and content that is designed to hold the eye longer and cause a person to action.
Increasing Engagement and Creating Conversions
There are a number of ways to create engagement for a page that is not performing well:
- Add an appropriate video – If a picture is worth 1,000 words, a video is worth 1.8 billion (at least according to marketing research).
- Images (including infographics) – These graphics hold attention, especially when they are also informative.
If the goal of the page is for consumers to take a particular action, most will either do so or leave rather than wander around the site. Here are a few ways to increase a page’s conversion rate:
- Contact form – Keep the contact form simple by only requiring necessary information such as a name, phone number, and email address. People are more likely to fill out a short form.
- Call-to-action and action button – By having a strong call to action (3-5 words) and an action button, conversions can be increased. The visitor knows exactly what action you want, and a button is easy to spot and click.
How Exit Data Relates to SEO
It is also important to consider how Google ranks sites. Important factors include how long someone is on a page (which shows engagement) and bounce rate (which shows how many people quickly exit a page without taking action). Paying attention to your exit data is a great way to send these stats in a positive direction and therefore improve your site rank.
Analyze the Exit Data—Optimize Your Site
As you can see, exit data is actually a vital part of site optimization. It can help you to see the weak points in a site’s content so as to improve engagement, conversion rate, and SEO rank—three vital elements of a successful site.