Website engagement
How to analyse exit pages and find journey problems
Separate natural endings from exits that reveal friction in an important journey.
An exit is the last page in a recorded visit, not automatically a point of failure. Its role in the journey matters more than its raw exit count.
Classify pages by their job
A confirmation page, a complete article and a contact details page can naturally be the final stop. A checkout step or a form with a high exit share deserves closer inspection. Start by listing what a visitor should be able to do on each page and whether leaving there blocks an important outcome.
Put it into practice
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Compare exits with page entrances, the next expected step and source quality. A high count can simply reflect that a page receives much traffic. More telling evidence includes visitors abandoning a required form step, a sudden rise after a release, or mobile visitors leaving where the desktop path continues. Test the journey yourself and check errors, load time and unclear requirements.
Prioritise a fix and confirm it
Estimate the opportunity using affected qualified visits and the value of the blocked action, not exits alone. Make the smallest correction—clarify a button, explain a field, remove a broken redirect—and annotate when it ships. Then follow the next-step rate and completed outcomes. If exits stay high but task completion improves, the page may simply be doing its job more efficiently.