January 12, 2007, Newsletter Issue #46: Scrutinize your site's top exit pages to identify areas for improvement.
Tip of the Week
Leverage site path analysis to track a visitor's movements on your site, and look carefully at exit pages. While an ideal scenario might be to have a visitor find your site, explore it, complete a transaction, and then exit the site, there are plenty of cases of abandoned baskets and other early exits. Expecting anything else would be unrealistic, and you can probably expect to see a wide range of exit pages as visitors explore your site. However, if a high percentage of visitors are leaving on any particular page, you should review the page closely and consider modifications that would improve visitor retention. If the page is technically sound, focus on improving its content, thereby offering additional value to the visitor.
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