How It Started

For more than six months, GA reports showed one particular page receiving hundreds of thousands of sessions per month, yet the exit rate was sitting at nearly 90%. That combination was puzzling.

Identifying the Traffic Source

My initial hypothesis was that an ad campaign was driving the traffic. After digging in and talking to the relevant stakeholders, however, we discovered the actual source: a QR code printed on the product packaging. Since the company sells not only through its own B2C e-commerce site but also on Amazon, Walmart, and in brick-and-mortar stores like Best Buy, the volume of physical product in the market kept traffic consistently high.

The Value of That Traffic

At an average CPC of $0.60,80,000sessionspermonthrepresentsroughly0.60,\; 80,000\; sessions\; per\; month\; represents\; roughly$48,000 worth of traffic.

Analyzing the Page with Clarity

Four Goals Creating User Confusion

Users who scanned the QR code likely expected something specific. Instead, they arrived at a page presenting four distinct objectives, which created confusion about what to do next. That split focus was almost certainly the primary driver of the high exit rate.

Scroll Depth Analysis

The majority of visitors never scrolled to the bottom of the page, and most showed a reluctance to scroll at all. This meant very few were ever seeing — let alone clicking — the Discord join CTA.

Click Event Analysis

Most users clicked only the "Get one month of Game Pass" offer.

Results After Design Team Optimization

After the design team reworked the page — consolidating verbose text and giving each CTA more visual prominence — conversions improved noticeably across all goals.

Desktop

Mobile

Conclusion

Through this experience, I refined my definition of a high-value page. These pages share three characteristics:

1. They already attract high organic or direct traffic.
2. They have the potential to drive significant revenue.
3. They can generate high-value conversions — new members, orders, community joins, reviews, engagement.

Data analysis revealed that too many competing goals was actively undermining the page's ability to convert visitors into any one of those outcomes. Based on these findings, I shared the insights with the design team as input for the redesign.

To fully realize the value of pages like this, I recommend focusing the content tightly on one primary objective. Guiding visitors to become members or Discord community followers creates an opportunity to build long-term repeat purchase behavior, turning passive visitors into active participants — and supporting sustainable company growth over time.