What is Exit Rate?
The percentage of visitors who leave your website from a specific page, regardless of how many other pages they visited before — measuring where visitors end their session.
Understanding the Details
Exit rate differs from bounce rate in an important way: bounce rate measures single-page sessions (visitors who leave without viewing any other page), while exit rate measures the percentage of all views of a page that were the last in the session. Every session has an exit page, so exit rate isn't inherently negative — someone who reads 5 blog posts and exits from the 5th has still had a good experience. High exit rates are concerning on pages where you expect visitors to take action (pricing, signup) or continue (mid-funnel content). Low exit rates are good on pages designed to facilitate exploration. Analysing exit rates helps identify pages that might be causing visitors to leave prematurely.
How It Works in Practice
Checkout analysis
A 75% exit rate on the pricing page suggests visitors aren't finding what they need or are intimidated by the pricing, warranting investigation.
Content flow
Blog posts with high exit rates get internal links and CTAs added to keep visitors engaged with related content, reducing exits by 20%.
Form abandonment
A 60% exit rate on the form page (not submission confirmation) indicates form friction, leading to simplification testing.
Why It Matters
Exit rate helps identify where visitors leave your funnel or site. Reducing unnecessary exits on key pages keeps more prospects moving toward conversion.
What People Often Get Wrong
High exit rate means a bad page. Actually, some pages (thank you pages, support articles) naturally have high exit rates because visitors got what they needed.
Exit rate and bounce rate are the same. Actually, bounce rate only applies to single-page sessions, while exit rate applies to all sessions.
Exit rate should be minimised on every page. Actually, focus on reducing exits on pages where continuation drives business value.
How We Handle Exit Rate
We analyse exit rates in context, focusing on reducing exits from pages where continuation drives revenue, while accepting natural exits on terminal content.
Related Terms
Common Questions
Need Help With Exit Rate?
If you'd like to discuss how exit rate applies to your business, we're happy to explain further.