Conversion Optimisation
Exit Rate
Plain English
Where users leave from.
Definition
Exit rate is the percentage of users who leave a website or journey from a specific page, regardless of how they arrived there.
In practice
Used to identify which pages are most commonly the final step before users leave.
In context
Every glossarySessionA session is a single period of user interaction with a product, from entry to exit within a defined timeframe.Open glossary term ends somewhere, so a high exit rate is only a problem where leaving is the wrong outcome. On a confirmation page it is the correct glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term.
The reality
High exit rate isn’t always bad - it depends on whether the page is meant to be an endpoint.
Compared with
Exit Rate vs Drop-off Rate
Exit rate is page-level and neutral about glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term. glossaryDrop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term is glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term-level and implies an incomplete task. A page can have a high exit rate and no drop-off problem at all.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is exit rate?
Exit rate is the percentage of users who leave from a specific page.
How is exit rate different from bounce rate?
glossaryBounce RateBounce rate is the percentage of users who leave a website or page without taking any further action or interacting beyond their initial visit.Open glossary term is leaving after one page, while exit rate applies to any page in a journey.
Why is exit rate important?
It helps identify where users drop out of a journey.
When is a high exit rate acceptable?
When the page is intended to be the final step, such as a confirmation page.
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