An exit page is the last page a visitor views before leaving your site. It marks the end of the session and highlights where journeys stop. Exit analysis helps you find friction and dead ends.
High exits on critical steps indicate confusion or unmet expectations. Exits on shipping steps often mean cost surprises or unclear timing. Exits on PDPs can mean missing information or poor availability. Reducing exits at these points lifts conversion fast because the shopper has already invested attention. Healthy exits occur on order confirmation pages and helpful resources, so learn to separate signal from noise.
Analytics marks the final pageview as the exit page for each session. Track exit rate by page and template, then segment by device to surface mobile issues. Combine exit data with session recordings and on-page surveys to understand why visitors left. Test changes such as moving key details higher or adding reassurance elements. Re-measure exits after changes to confirm gains.
A beauty brand sees many exits during the shipping method step. The team adds estimated delivery dates earlier in cart, clarifies duties, and offers local pickup. Exit rate falls on that step and checkout completion rises. The same pattern is applied to payment and review steps with similar results.
Exit pages are not bounces. A bounce is a single-page session, while exits can happen after many pages. Not all exits are problems either. A high exit rate on confirmation pages is expected. Focus on exits that occur before a logical completion.
Might as well give us a shot, right? It'll change the way you approach CRO. We promise. In fact, our friend Nate over at Original Grain used element-level revenue data from heatmap to identify high-impact areas of his website to test, resulting in a 17% lift in Revenue per Session while scaling site traffic by 43%. Be like Nate. Try heatmap today.