Exit Rate
Exit rate is the percentage of pageviews where a specific page was the final page before the user left the site.
Quick Answer
Exit rate shows how often a page is the last page in a user's session. It is useful for diagnosing funnel leaks, but a high exit rate can be normal on pages that naturally end a journey.
Key Takeaways
- Exit rate measures where sessions end.
- It is different from bounce rate.
- High exit rate can be normal on thank-you pages or final-step pages.
- It is most useful when reviewed against the page's role in the funnel.
Want the full breakdown? Scroll below.
Exit rate helps teams understand where users leave a website. Unlike bounce rate, it can apply to any page in a multi-page session.
What It Means
If a user views several pages and leaves from a specific page, that page records an exit. Exit rate compares exits against total views of that page.
This makes it useful for understanding where sessions end within a Conversion Funnel.
Why It Matters
Exit rate matters because some pages should move users forward. If a key service page, checkout step, or lead form has an unusually high exit rate, it may indicate confusion, friction, weak trust, or a poor next step.
It should be interpreted with Bounce Rate, User Journey, and Conversion Rate Optimisation.
Example In Practice
If users frequently exit from a pricing page without submitting a form or viewing a case study, the page may need stronger proof, clearer packages, or a better CTA.
What It Is Not
Exit rate is not automatically bad. A thank-you page, contact confirmation page, or article that fully answers a question may naturally have a high exit rate.
Related Terms
Deeper Guides
When This Matters For Your Business
Exit rate matters when the business needs to understand where users abandon a funnel, campaign journey, or important website path.
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