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The Dead-End Page is a site with a dead end you can’t get anywhere else. This means that after entering it, you will not see any links to other subpages. As it does not provide any way to leave the site, users only need to click the back button or exit the site completely. Visitors who reach the dead end will not have any positive experiences with this activity. This is not good for positioning your website and should therefore be avoided. By reading this text you will learn how to deal with this problem.
How to check if you have a Dead-End Page?
Checking your website for dead end subpages can take a long time. However, there are ways to improve this process. This involves the use of analytical tools that check the properties of traffic on your website. In the case of Google Analytics, you are interested in statistics that monitor user flow. Thanks to it, we will find out on which pages the bounce and exit metrics are of greatest value. A closer look at them will allow you to easily determine whether we are dealing with a Dead-End Page, or maybe the problem of a given subpage lies in something else.
Another method is to simply go through the stages of the sales process or registering on the website by organic means. Do you end up with a thank you page or a message saying that the trial is over, and nothing else? If the only option left to you is to close the page, then you’ve just found the Dead-End Page.
How Dead-End Page Affect SEO?
Pages that end in dead ends are not good for SEO. As you know, User Experience is taken into account by Google when it comes to indexing websites, so neglecting this element may have disastrous consequences. A user who reaches the Dead-End Page and has no way out of there usually does not perceive this experience as something positive. It leaves the site abruptly, increasing bounce rates in and out and reducing visit time. This makes the links leading to the Dead-End Page begin to lose their value, which has a negative impact on the internal structure of the links. Based on these statistics, the algorithms will eventually start to conclude that the site is not trustworthy and will lower its ratings. This means that its visibility on the web will decrease, and the natural consequence will be attracting less traffic to the website, which should be avoided at all costs. While having single pages with dead ends is not yet a tragedy, neglecting this issue can significantly hinder an effective SEO strategy. Therefore, the Dead-End Page should not be left alone and you should try to optimize it.
When You Don’t Need To Worry About A Dead-End Page?
Often, the analysis of a high exit rate leads to pages that actually relate to the end of the sales process or registration. This means that the client went all the way, he did it, it was intended to increase the conversion rate, and only then did he leave the website. In this case, the overestimation is not something to worry about very much, but it still doesn’t mean that you shouldn’t try to improve the situation.
Both in terms of positioning and improving the user experience, it is worth ensuring that even in situations such as successful completion of the conversion process, the customer does not end up on a Dead-End Page. Thanks to this, it is possible to build better relationships with users and improve page indicators.
How to change the Dead-End Page?
Once you’ve identified where the Dead-End Pages are on your site, it remains to take care of them. How to do it? Make it possible to get from them elsewhere, preferably in a natural way that will improve the output and reflection coefficients.
In the case of websites related to content, a great solution is to propose content on a similar topic that may be of interest to the visitor. Analyze older, high-traffic content worth revisiting, or promote new content in this way. Make the structure of your site encourage users to explore. If it’s a bio page, have it lead to other articles by the same author.
If you provide a search tool on your site and it says no results were found that match your query, don’t stop there. Add hints, autocomplete or top search results that will leave the user with nothing.
If it is a message summarizing the purchase, suggest subscribing to the newsletter via Call to Action, which will help customers to be up to date with all promotions and special offers. Offer purchases without registration and create an account only after making them. Another idea is to propose more products to customers, or to show the most popular choices of other buyers. This type of content will generate interest and increase the chances that the user will not abruptly exit the page, but instead switch to other content on your site.
Also, do not neglect the 404 pages. Broken links should be avoided, but if the customer finds one, have the message send him back to a working page and encourage him to explore further, rather than leaving him alone. Maybe a proposal to return to the most popular categories? Call to Action is also a good idea and recommends getting in touch. The 404 page is also a place for fresh ideas and even jokes that will help improve your brand image.
Any dead end page can be turned into one that leads somewhere. It is enough to accurately analyze the problem and a bit of creativity in solving it. One thing is for sure, however, you should act quickly to remedy the situation before it leads to greater losses in the form of a bad user experience.
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