There’s no one formula for what to look at in your web analytics to try and gain insight into what your visitors are experiencing and how they’re reacting to what’s there. Each site behaves differently and has different strengths and weaknesses.
When I recently walked through my client’s analytics with them, she pointed out that the highest exit pages are probably a good place to start fixing conversion stumbling blocks. In theory, this sounds like the right thing to do. If we know that these pages are turning people away more than any other page, then it makes sense to work on these pages. But as soon as I took a deeper look at their analytics and asked the next question, I knew this would not be the most effective way to enhance their online performance.
Once we looked at how much traffic was going to these pages, the answer was plain as day.
Unless the high exit page is a shopping cart, a lead generation form, or a landing page, if it is getting minimal traffic, you probably have bigger fish to fry. Try comparing your top 20 exit pages with your top 20 most trafficked pages. Then, find the highest trafficked pages with the highest exit rates — that’s where you will often find biggest opportunities for quick-fix ROI.
About the Author: Melissa Burdon is a Persuasion Analyst at FutureNow. The Persuasion Scenario Analysis is her specialty.