Exit Rate
Quick Definition
Exit rate is the percentage of sessions that ended on a specific page. Unlike bounce rate, exit rate accounts for all sessions where the page was the last one viewed, regardless of how many pages were visited before.
Why It Matters
Exit rate is the percentage of sessions that end on a specific page. Unlike bounce rate (single-page sessions), exit rate applies to all sessions, including those where users visited multiple pages before leaving. It helps identify where users drop off in your conversion funnel.
Real-World Example
Your pricing page has a 75% exit rate. This means 75% of users who view this page leave your site afterward. Since the pricing page should ideally lead to sign-up, this high exit rate suggests the pricing is unclear, too high, or the page lacks a compelling CTA.
Signal Connection
Momentum -- monitoring exit rates helps maintain conversion momentum. Pages with unusually high exit rates are momentum killers that stop users from continuing through your funnel.
Pro Tip
Compare exit rates across similar page types. If your blog posts average 60% exit rate but one specific post has 90%, investigate what is different. High exit rates on funnel pages (pricing, checkout) need immediate attention.
Common Mistake
Assuming all high exit rates are bad. A Thank You page after form submission should have a high exit rate. A FAQ page that fully answers the user question will naturally have high exits. Context determines whether an exit rate is problematic.
Test Your Knowledge
How does exit rate differ from bounce rate?
Show Answer
Answer: B. Exit rate measures where multi-page sessions end while bounce rate measures single-page sessions
Bounce rate counts sessions where users left after viewing only one page. Exit rate measures the percentage of all sessions (including multi-page visits) that ended on a specific page.