In this video, I want to talk about the exit pages report in Google Analytics. This will tell us which pages people left our website from. So an exit page is the last page that people view when they look at your website. And when you look at the exit pages report, you want to differentiate between expected and unexpected exit pages, right? At some point, everybody's going to exit your website. And that's okay, that people leave your website they're supposed to like they're not going to stay on your website indefinitely.

However, what you want to make sure of is that when people leave your website, they're leaving from somewhere that is a good endpoint. So a thank you page confirmation page sometimes would be a good end point. So to get to the exit pages report in the sidebar, click on behavior, then click on site content, then click on exit pages. This will take you to the exit pages report. And from here we can see all the different pages that people left our website from we can see them the amount of exits compared to the number of pageviews On that page, and then we can also see the percent of exit. And really, it's the percent of exit that I think is the most helpful to pay attention to here.

So in the case of our homepage, 41% of people left from that page. And then on the store dot html page 19.3% of people exited from that page. So clearly, the homepage has a much higher exit rate, I want to figure out why there's an opportunity there to possibly improve the homepage, and reduce that overall exit rate. Now, I want to show you something interesting you can do here. And you can do this on lots of different boards in Google Analytics. But there's an interesting thing here that you can use to bring two different pieces of information together exit pages, and device.

So we're going to use something called segments. So a segment allows you to look at a subset of your visitors. In this case, we're going to look at a subset of visitors who use a particular device. And this can help you get a little bit more granular get a little bit more detailed. As you look at your different reports. Go to segment, you want to click on the button that says Add segments.

That's located above the graph on any Google Analytics report. And then on the segmentation window that appears, you want to search in this case for the mobile segment. If you're using a different segment, obviously, you would search for something else. So in this case, we're going to search for mobile. And then we're going to click on the segment called mobile traffic. And now we're not only looking at the overall exit pages, instead, we're looking at the exit pages broken out by mobile traffic.

So what this is telling us would be of the people coming to our website from the smartphone, which pages do they exit from? And how does that compare to our overall users? So we might find that certain pages lead to higher exit rates on certain devices. And if that's the case, then we have an opportunity to really focus on that particular page on that particular device to hopefully reduce our exit rate there. What do we do with the exit pages? Well, you want to know what your top exit pages are.

You want to just have a understanding of where people are leaving your website from, you want to think through if that's expected or unexpected for people to leave your website from that page. Some pages are just going to have a higher exit rate. And that's okay. But you want to make sure that it's expected. as well. You want to see if there's anything you can do to improve that exit rate.

Is there a way to reduce that exit rate and keep more people on your website. And if you can't, you want to make sure that the exit page delivers a good last experience. So if you can't keep people on your website, make sure that you're doing the things you need to do to have a good last impression. Next up, let's talk about how you measure goals in Google Analytics.