Exit Rate
The percentage of page views where a specific page was the last page in the session before the user left the site.
Why It Matters
Exit rate identifies which pages are causing users to leave, helping you find and fix drop-off points in your conversion funnel.
How It Works
For each page, exit rate = (exits from that page / total views of that page) x 100. Unlike bounce rate, exit rate applies to all page views, not just landing pages. A high exit rate on a checkout page is concerning; on a "Thank You" page, it is expected.
Real-World Example
A high exit rate on the pricing page leads the team to add an FAQ section and live chat, reducing exits by 20%.
Common Mistakes
Confusing exit rate with bounce rate
Panicking about exit rate on confirmation or thank-you pages
Related Terms
The percentage of sessions where a user lands on a page and leaves without any meaningful engagement or additional page views.
A report that shows the step-by-step progression of users through a defined conversion path, highlighting drop-offs at each stage.
The average number of pages a user views during a single session on your website.
Exit Rate FAQs
What is the difference between exit rate and bounce rate?
Bounce rate only applies to landing page sessions; exit rate measures where users leave regardless of how many pages they viewed in the session.
What exit rate is concerning?
A high exit rate is only a problem on pages where you expect users to continue — like product or checkout pages, not thank-you pages.
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