A web page that ends without a clear exit path is frequently called a “dead end page.” Eliminating dead end pages is a great way to improve the effectiveness of a website.
Finding Dead Ends
There a few easy ways to identify if there are dead end pages on your website.
Website Review
One simple way is to scroll to the bottom of each page on your website and check to see if there is an obvious next step. If the next step is not visible when viewing the bottom of the page it is likely a dead end.
Check Analytics
You can also identify dead ends by reviewing your website’s Analytics. Pages that result in frequent exits or have high bounce rates may have a dead end. If the site does not have Google Analytics or other tracking scripts, install them immediately!
User Testing
Ask as a neutral third party to review the website. If they struggle to navigate the content or get stuck in places be sure to make updates to correct. A website needs to be easy to use for potential customers
Fixing Dead Ends
Think about what you would like a visitor to do next and eliminate the dead end by directing the visitor to your goal. Direct the visitor to another page on your website if additional information would be helpful. Make the next steps clearly visible by adding in visual cues such as arrows or verbal instructions like, “Click here to read more”.
Another tip is to repeat important information. If the goal of the site is to generate phone calls make sure a phone number is always visible. Do not make your visitors search the site to find your contact information.
Ideally, every page on your website should have a purpose and direct visitors towards a primary goal.
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