What Is Exit Rate?
Exit rate is a number that shows how many people leave your website from a specific page. It tells you which page was the last one a visitor saw before going away.
Definition
Exit rate is the percentage of all pageviews for one page that end a visit. If 100 people see a page and 40 of them leave the site after that page, the exit rate is 40 percent.
Why Exit Rate Matters
- It shows problem pages where many visitors decide to leave.
- It helps you improve content, design and links on those pages.
- It guides you to fix broken steps in a sales or signup funnel.
- It tells you if people find what they need or get confused.
Exit Rate vs Related Terms
Exit rate vs bounce rate
- Exit rate looks at the last page of any visit, even if visitors saw many pages before.
- Bounce rate looks only at visits with one pageview, where the person leaves right after the first page.
- A page can have a high exit rate but a low bounce rate if people view several pages and then leave on that page.
How Exit Rate Works
Analytics tools track every page a visitor sees in one visit. The final page in that visit is counted as an exit. The tool then divides the number of exits from that page by the total views of that page to get a percentage.
Example of Exit Rate
Imagine an online store:
- Home page gets 1,000 views and 200 people leave from it. Exit rate is 20 percent.
- Product page gets 500 views and 250 people leave from it. Exit rate is 50 percent.
The product page has a higher exit rate, so you may need to improve product photos, price, shipping info or the add to cart button.
FAQs
Is a high exit rate always bad
No. Some pages are meant to be the last step, like an order confirmation page. A high exit rate there can be normal.
What is a good exit rate
There is no one perfect number. Compare pages on your own site. Focus first on pages with much higher exit rates than similar pages.
How can I lower exit rate
- Make the page clear and easy to read.
- Add helpful internal links to the next step.
- Fix slow loading and layout problems.
- Answer common questions right on the page.
Do exit rate and bounce rate affect SEO directly
Search engines do not use simple exit or bounce numbers from your analytics account. But better pages keep users happy, and that can help your site over time.
