What is Exit Rate?
TL;DR
The percentage of visitors who leave your site from a specific page, distinct from Bounce Rate, which measures single-page sessions only. Every session ends somewhere, so all pages have some exit rate. High exit rates are expected on thank-you pages or final steps. They're problematic on pages that should drive deeper engagement, like product pages or service descriptions. If visitors consistently exit from a key page, investigate: Is the content answering their questions? Is there a clear next step? Is something broken? Compare exit rates across similar pages to identify underperformers. A contact page with high exit rate after form submission is fine; a pricing page with high exit rate before contact is a problem.
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Frequently Asked Questions About Exit Rate
What's the difference between exit rate and bounce rate?
Bounce rate measures single-page sessions (arrived and left). Exit rate measures the percentage of all pageviews where users left from that page, regardless of how many pages they visited first. All bounces are exits, but not all exits are bounces.
What's a normal exit rate?
Every session has to end somewhere, so all pages have exit rates. Thank-you pages should have 90%+ exit rates. Service/product pages should have lower exit rates (visitors should click to contact). Compare similar pages to identify problems.
When is high exit rate a problem?
High exit rate is concerning on pages that should drive deeper engagement, service pages, pricing pages, or key content that should lead to conversion. If visitors consistently leave from pages that should funnel them forward, investigate why.
How do I reduce exit rate on important pages?
Add clear calls-to-action, answer common questions, link to related content, ensure fast loading, and test different layouts. Sometimes content is good but the next step isn't obvious, make the path forward crystal clear.
Should I track exit rate or bounce rate?
Both serve different purposes. Bounce rate shows first-impression problems. Exit rate reveals where journeys end. For conversion optimization, focus on exit rates for pages in your conversion path.
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