Locating the problem.
WHAT TO LOOK AT
Which pages receive traffic Which pages visitors leave from Which pages precede an enquiry
THE EXIT PAGE
Where most visitors leave tells you where something fails.
Leaving from a contact page after calling is fine.
Leaving from a product page without acting is not.
FOR SHOPS
Where in the checkout people abandon.
That is the most expensive drop-off there is.
FOR SERVICE SITES
Whether visitors reach the contact page at all.
If nobody reaches it, navigation is failing.
WHAT ELSE TO CHECK
Whether visitors on mobile behave differently Whether a specific source produces visitors who leave immediately
THAT LAST ONE
Frequently means the source is wrong, not the page.
WHAT TO DO WITH FINDINGS
Fix the largest drop-off first.
WHAT NOT TO DO
Try to fix everything at once.
