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Tracking the page on which visitors exit your web site will help you identify successes and shortcomings of your web site. If visitors leave the home page or landing page, you might want to think about what products or content you are featuring on that page, and whether it really meets the needs of your visitors. Leaving this early can mean that users are not finding what they were looking for, and while you might get a number of web surfers who find you "by accident," you might also want to double check that your keywords are the best keywords you could be using, and consider narrowing the scope of those keywords to better focus on your target audience. Alternatively, you may find that users are spending a fair time on your site, accessing product information, and then leaving. This could imply that your site is effective in acquiring visitors and providing the content they seek. If this is the case, you can concentrate more on converting those visitors.