Exit Rate
Exit Rate is a web analytics metric that shows which page users most frequently leave the site from.
Simply put:
which pages users end their session on
How Exit Rate is Calculated
Exit Rate = (Number of exits from a page ÷ Number of page views) × 100%
Example
If:
- a page was viewed 1,000 times;
- users left the site from that page 300 times;
Then:
(300 ÷ 1,000) × 100% = 30%
Exit Rate = 30%
How It Differs from Bounce Rate
- Exit Rate — shows exits from a specific page (regardless of whether it was the first or last page in the session).
- Bounce Rate — shows how many users left after viewing only one page (i.e., they entered and exited on the same page without any interaction).
In other words:
- Exit = where they ended their journey
- Bounce = where they didn’t even start the journey
When a High Exit Rate Is Normal
A high exit rate isn’t always bad. For example:
- “Thank you for your purchase” page;
- order confirmation page;
- contact information page (if the goal is to get the info and leave).
When It Is a Problem
You should pay attention if there is a high exit rate on:
- product detail pages;
- shopping cart page;
- checkout stage;
- key landing pages.
This may indicate issues with UX, content, or trust.
How to Reduce Exit Rate
- improve site structure and navigation;
- add clear calls to action (CTAs);
- speed up page loading;
- improve content and design;
- add internal links;
- build trust (reviews, guarantees, security badges).
Key Takeaways
Exit Rate is a metric that shows which pages users leave the site from.
It helps identify problematic points in the user journey and optimize the site to increase conversions.
