The "problem page" that was doing its job

The "problem page" that was doing its job

A support site flagged its order-confirmation page as a top exit page and queued a project to "reduce exits." Someone asked the obvious question first: where else would people go after their order confirmed?

The clue was in pairing exit rate with the funnel position. High exits on a confirmation, thank-you, or download page are the natural end of a successful journey, not abandonment.

Meanwhile the genuinely broken page — a shipping-info step with a 71% exit and zero downstream events — sat lower on the list because it had less traffic.

We ignored the confirmation page and fixed the shipping step's broken continue button. Completed orders rose from 1,180 to 1,460 a month.

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Lesson: a high exit rate isn't automatically a leak — sometimes it's the finish line. Judge exit pages by whether the visitor reached their goal, not by the percentage alone.