Exit Rate

Exit rate measures the percentage of visits where a specific page was the last page viewed before leaving the site. While similar to bounce rate, exit rate applies to any page in a session, not just entry pages. Exit rate is calculated as: (Exits from Page ÷ Total Page Views) × 100.

Exit Rate vs Bounce Rate

Key differences

• Bounce rate: Percentage of single-page sessions starting on that page
• Exit rate: Percentage of all visits that ended on that page, regardless of where they started For example, a blog post might have a 40% bounce rate (40% of visitors who landed there left immediately) but a 70% exit rate (70% of all visitors to that page, regardless of entry point, eventually left from there).

Interpreting Exit Rates

High exit rates aren't always bad

• Thank you pages should have high exit rates (goal completed)
• Contact confirmation pages are natural exit points
• Comprehensive resource pages that fully answer questions

High exit rates are concerning on

• Pages intended to move visitors deeper into the funnel
• Service pages where you want visitors to request consultations
• Early pages in critical conversion paths

Improving Exit Rates

Reduce problematic exit rates by

• Adding compelling internal links
• Including clear calls-to-action
• Improving content quality and relevance
• Removing distractions or dead ends
• Creating logical next steps

Examples

• A financial planner noticing 85% exit rate on their services page, adding internal links to relevant case studies and blog posts, reducing exits to 62%
• An RIA discovering blog posts have 75% exit rate, implementing related post recommendations and strategic CTAs to guide readers deeper
• A wealth manager finding their pricing page has high exits, adding FAQ section and consultation CTA to address concerns and provide next steps