Exit Page KPI - Top Exit Pages on Site & Exit Page Ratios

DEFINITION:

Exit page ratios are used to gage and quickly identify the pages on your site that were the last pages viewed by a visitor in a sessions. Use this metric to identify the most frequent point of exit off of your website.

VARIABLES:

m=KPI

x=number of exits from that page

n=number of pageviews for that page

y=total number of exits site wide

FORMULAS:

m=(x/y)(100)

m=EXIT PAGE %

or

m=(x/n)(100)

m=PAGE TRAFFIC EXIT RATE %

NOTES & USES:

• Use the EXIT PAGE % KPI to calculate the percentage of all site exits a particular page accounts for.
  
• Use the PAGE TRAFFIC EXIT RATE % KPI to calculate the percentage of traffic leaking off of a particular page. Establish a site-wide page traffic-loss average then examine all pages that fall above that average.
  
• The PAGE TRAFFIC EXIT RATE % is an excellent KPI to measure if the number of exits off of a page is good or bad. This KPI will pivot the particular page in question against its own volume of traffic. For example if a Page accounts for 35% of all site exits (it might seem high) but within the framework of traffic to that page it only accounts for 15% of all traffic which saw the page in question. Please view example below.
  
• If traffic is exiting or leaving the site at a desired location then that page will have a high % of exits.
  
• Do not confuse this metric with Bounce Rate (instance where the visitor came to the site, only viewed one page and did not click on any link, but rather left).
  
• All sessions must end with an exit. The location of that exit is what is important. If exits are occurring on a page that is part of a conversion funnel then that page needs to be inspected, tested & optimized.
  
• The total number of exits will be lower than the total number of visits or session, because some session end when the visitor closes their browser hence no exit page or the session simply times-out when the visitor left the browser open while viewing the site for over 30 minutes without navigating.
  

EXAMPLES:

Your Contact Us page has 245,000 pageviews and 163,000 exits. The site overall had 958,000 exits and the average PAGE TRAFFIC EXIT RATE was 48%

m=KPI

x=163,000

n=245,000

y=958,000

m=EXIT PAGE %

m=(163,000/958,000)(100)

m=17%

or

m=PAGE TRAFFIC EXIT RATE %

m=(163,000/245,000)(100)

m=67%

CONCLUSION:

The Contact Us page accounts for 17% of all site exits but of traffic that makes it to the Contact Us page 67% of it leaves the site. As the site average is 48% the 67% PAGE TRAFFIC EXIT RATE KPI rating for the Contact Us page indicates that there is a problem with the page and testing & optimization is required.

Last note: the Site Average PAGE TRAFFIC EXIT RATE is an average of all PAGE TRAFFIC EXIT RATES.

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