U Turn

U Turn or Turnback indicate that a user landed on a certain page and immediately returned back. U Turns are typically indicative of expectation mismatch.

Often when users are tentatively exploring a website, this behavior is encountered. If however, you are persistently noticing some kinds of U Turns, it could be a sign that users were expecting something else when they clicked on a link but found something which they didn't want to continue.

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