What is Exit Rate?
The percentage of pageviews that were the last in a session, indicating where users leave the website.
Exit Rate Explained
Exit rate measures the percentage of times a specific page was the last page viewed in a session. Unlike bounce rate, which only applies to single-page sessions, exit rate applies to all sessions regardless of how many pages were viewed. Every session has an exit page, so some exit rate is expected on every page. High exit rates become concerning when they occur on pages designed to move users deeper into the site, such as product pages, pricing pages, or mid-funnel content. Analyzing exit rates helps identify pages where users lose interest or encounter friction in the user journey.
Frequently Asked Questions
How is exit rate different from bounce rate?
Bounce rate measures single-page sessions only. Exit rate applies to all sessions. A page can have a 0% bounce rate but a 100% exit rate if every visitor who views it leaves the site after having viewed other pages first.
When is a high exit rate a problem?
On pages designed to guide users forward, such as product category pages, pricing pages, or middle-of-funnel content. High exit rates on thank-you pages or final content pieces are expected and not a concern.
How do you reduce exit rate on key pages?
Add clear next-step CTAs. Improve internal linking to related content. Address common objections on the page. Ensure the page delivers on what the user expected. Simplify navigation to the next logical step in the user journey.
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