Definition
Exit rate measures the percentage of all pageviews for a specific page that were the last in a session (the page where visitors left your site). Unlike bounce rate (which only counts single-page sessions), exit rate applies to any page in a multi-page session. Formula: Exit Rate = (Exits from Page ÷ Total Pageviews for Page) × 100. High exit rates on critical pages (product pages, checkout, signup forms) indicate problems that need investigation—confusing information, technical issues, or unmet expectations. However, high exit rates are normal and acceptable for certain pages like blog posts (where users found their answer), thank-you pages, or contact confirmations (where the conversion is complete).
Real-World Example
An e-commerce checkout page shows 1,000 pageviews and 400 exits (40% exit rate). Investigation reveals the shipping cost calculator isn't working properly, surprising customers with high fees at checkout. After fixing the calculator and displaying shipping estimates earlier in the funnel, exit rate drops to 15%, recovering 250 potential orders per month.
Related Terms
Bounce Rate
Analytics & MetricsPercentage of visitors who leave a website after viewing only one page
Conversion Funnel
Marketing FundamentalsVisual representation of the customer journey from awareness to conversion
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