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Web Analytics

What is Exit Rate?

Exit Rate measures the percentage of users who leave a website from a specific page. It helps identify pages where users commonly drop off.

Full FormExit Rate
CategoryWeb Analytics
UnitPercentage (%)
Higher IsWorse
FORMULA

How to Calculate Exit Rate

Exit Rate shows how often users leave from a specific page, helping identify weak or final-step pages. A high exit rate may signal confusion or completion, making it useful for funnel analysis. It helps improve page performance.

Exit Rate Formula
Exit Rate=
Total Exits from Page
Total Pageviews of Page
× 100

Simple Example

If a page had 1,000 views and 200 exits:

Exit Rate = (200 ÷ 1,000) × 100 = 20%
200
Exits
1,000
Pageviews
20%
Exit Rate

Marketing Platforms that supports Exit Rate

These platforms provide the data needed to measure or calculate Exit Rate in Two Minute Reports.

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Frequently Asked Questions

Exit rate measures the percentage of sessions that end on a particular page, calculated by dividing exits from a page by total pageviews of that page. Every session must end somewhere, so some exit rate is inevitable. Bounce rate, by contrast, measures single-page sessions where visitors leave without any interaction. A page can have a high exit rate but low bounce rate if visitors view multiple pages before exiting from it. For example, checkout confirmation pages naturally have high exit rates (mission accomplished), while high exit rates on product pages might indicate problems. Exit rate is useful for identifying where visitors commonly leave your site and whether those exits are problematic or expected.
High exit rates on checkout pages indicate friction preventing purchase completion. Unexpected costs like high shipping fees or taxes surprise customers at the last moment. Complex, lengthy checkout forms create abandonment—every additional field increases exit likelihood. Forced account creation frustrates customers wanting quick purchases. Limited payment options prevent completing preferred transactions. Security concerns arise from lack of trust signals like SSL badges and secure payment icons. Poor mobile checkout experiences frustrate the majority of shoppers. Slow page load times test patience at the critical conversion moment. Lack of guest checkout options deters one-time purchasers. Address these issues through simplified forms, transparent pricing, multiple payment methods, and trust signals.
Acceptable exit rates vary dramatically by page purpose. Conversion completion pages (thank you, confirmation, success pages) should have 70-90% exit rates—visitors accomplished their goal and leave. Blog articles typically see 60-80% exit rates as readers consume content then leave. Homepage exit rates should be low (20-40%) since it's often an entry point where visitors should navigate deeper. Product pages should see 40-60% exit rates—higher suggests interest without conversion. Contact and about pages might have 50-70% exit rates depending on site structure. Landing pages vary by purpose—lead capture pages should have lower exit rates than informational pages. Always analyze exit rate in context of page purpose.
Reducing exit rates requires removing friction and providing compelling next steps. Add clear, prominent calls-to-action showing visitors what to do next. Use internal linking to guide visitors to related content naturally. Improve page load speed so visitors don't abandon during loading. Enhance content quality to keep visitors engaged and exploring. Add trust signals, testimonials, and social proof that build confidence. Implement exit-intent popups offering value before visitors leave. Use progress indicators on multi-step processes showing how close they are to completion. Simplify forms by requesting only essential information. Offer live chat assistance for immediate support. Test different elements to identify what keeps visitors engaged. Remember that some exits are natural and expected—focus on reducing premature exits on conversion-critical pages.