The Exit Pages report shows the top 1,000 exit pages that were viewed at least one time for the selected time period. An Exit Page report lists the last page of visitors' sessions, showing you what page they left your website.

Next, you can use the Page Categories and Clickstream reports to further analyze data for specific pages that are displayed in the Exit Pages report.

Exit Pages report use case

This use case describes how to use the Exit Pages report to identify areas for site improvements that can lead to conversions.

You are responsible for maintaining stickiness on your company's website. Your company noticed that conversions decreased last week. To help battle this trend, one of your goals is to determine which exit pages should be given priority when scheduling optimization and layout improvements. To determine which exit pages to focus your time on, you must determine which pages are the top exit pages. In the following Exit Pages report, you see pages you did not expect to see in the report. You see a survey page that does not include advertising or links to other parts of the website. You then schedule some enhancements to that page to encourage customers to continue browsing on the site after completing the survey.

Key performance indicators for the Exit Pages report

Focus on these key performance indicators when analyzing data in the Exit Pages report.

The Exit Pages report provides the following metrics in the default view.

Departure Page Views

The number of times that a certain page is the last page viewed before a visitor leaves a site.

Departure Rate

Percentage of all page views for this page that are departure page views.

Additionally, if you edit the Exit Pages report, you can add these metrics.

Bounce Rate

In the context of a session, the ratio of single-page sessions to total page sessions. In the context of the content, the ratio of single-page sessions to entry pages views.

New Visitor Percentage

The percentage of all visitors who were making their first visit to the site: New Visitors divided by Unique Visitors.

New Visitors

The total number of new visitors (persistent cookie values that were not seen previously).

One Page Sessions

The total number of sessions that consisted of a single page.

Page Views

The number of views each page received during the selected time period.

Page Views per Visitor

Pageviews per visitor.

Sessions

The total number of sessions. A session is defined by a sequence of records collected by a common session cookie with no more than 30 minutes (default) of inactivity between collected records.

Unique Visitors

The number of unique visitors who came to your site one or more times as defined by a count of distinct persistent cookies.