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Understanding Exit Rate: Definition, Importance, and Examples

Exit rate is a metric that every website owner, marketer or anyone involved in the digital world must understand and measure. It reveals how often visitors leave your website after viewing a page. While bounce rate refers to single-page visits, Exit Rate is different, as a visitor can arrive on your site, view multiple pages, and then leave from a specific page. In this post, we’ll cover what Exit Rate is, why it matters, and how to measure it. Additionally, we’ll provide examples and explain how it differs from bounce rate.


Exit Rate is the percentage of visitors who leave a website from a specific page out of the total number of views. It’s different from bounce rate, which shows the percentage of visitors who leave a website after only seeing one page. For example, a visitor could land on a homepage, browse through several pages, and then exit from the checkout page or any other page.

Why use Exit Rate:

Exit Rate is a useful metric if you want to identify which pages on your website cause visitors to leave the most. If you have spent money or time on ads and SEO efforts to get visitors to your website, it is important to know which pages help most in retaining visitors or which pages need improvement to increase customer engagement and conversion.

Why is it important?

High Exit Rates might indicate flaws in your website’s layout, usability, or design, leading to frustration and confusion among your visitors, resulting in lost revenue. Knowing the specific pages driving exits can help you identify issues and create improvements, making your website more user-friendly and reducing the likelihood that visitors will leave.

How does Exit Rate work?

Let’s say you own an e-commerce website and see that 50 people have visited Page A, and ten of them have left directly from Page A. The Exit Rate for Page A would be 20% (10/50). Similarly, you can calculate the exit rate for other pages of your website.


Suppose you discover that Exit Rates for the cart or payment pages are high. In that case, it could suggest your website’s navigation or Page design needs work. Beyond e-commerce websites, understanding Exit Rate can also benefit B2B websites or blogs. High Exit Rates on articles may indicate the topic isn’t engaging enough, leading visitors to look elsewhere.

Still, have questions about Exit Rate? Here are some common ones we’ve answered to shed more light on the topic:

Common Questions and answers:

Does a higher Exit Rate always signify a poor user experience?

Not necessarily. Suppose a lot of your content is on one page, and visitors leave after viewing this content. In that case, it could be a sign of success as one of your pages could be providing a lot of valuable information.

Can you avoid Exit Rates altogether?
No, it’s not possible to have a zero Exit Rate. Every website will have visitors who leave after viewing one or more pages.

Is Exit Rate the only factor to measure success?

No, Exit Rate is one of the many metrics to measure the success of your website. It is essential to consider other metrics such as bounce rate, session duration, or average time on-page.

Exiting Rate is an important metric to monitor and understand, as it gives you an insight into how visitors interact with your website. A high Exit Rate can indicate something is confusing or frustrating users on a particular page, while a low Exits rate can indicate users are finding useful information, helping you capitalize on converting visitors to customers. By analyzing Exit Rate, you can identify where to make improvements to benefit your users and, in turn, your business.