When was the last time took a look at your top exit pages? Odds are, there’s a few pages that suffer from higher than average abandonment rates.
Off course, at some point, visitors will leave your site. But why not keep them there as long as possible? Below I’ve listed what I think are the most common exit pages on an eCommerce website. I’ll also cover some tactics for keeping the visitor engaged after they reach this page.
- Order Confirmation Receipt Pages: After an order is completed, there are several ways to keep customers engaged. How about asking them to take a survey or to refer a friend? You may also do some pre-emptive customer service by showing them how to track their order or contact customer support. Checkout my previous post, where I discussed in more detail how to not waste your order confirmation page.
- Email Subscription Sign up Confirmation Pages: Recently, I signed up for Gap’s email list. Rather that leaving me hanging with a dead end page, the confirmation screen displayed a large “Start Shopping Now” button.
- Product Detail Pages: While product detail pages don’t seem like an obvious dead end, they often are. Consider the flow from the landing page, to the product category page, to the product detail page. If the visitor doesn’t like the product they’re viewing, they may abandon the effort rather than hit the back button. Make sure you display related items above the fold or a clear “Back” button they will take them back to the product category page.
- No Search Results Found Pages: This is a tough one. When a visitor performs a site search that returns no results, frustration will often lead them to exit your site. While you can’t ensure that every search query returns a relevant result, there are several ways to optimize your internal site search. When a query returns no results, consider at least showing your most popular product categories in order to prevent frustrated searchers from abandoning their effort.
- 404 Error Pages: Hopefully, your website doesn’t have any broken internal links, but it doesn’t hurt to optimize your 404 page to keep visitors on your site. Offer to take them back to the home page or the previous page they were on.
- Customer Service Inquiry Confirmation Pages: After a customer sends a message to customer service through your site, show FAQs or suggested solutions to their problem. Nobody wants to wait for customer service to get back with you in order to proceed.