Marketing Dictionary
Exit Rate
Definition
The percentage of visitors to a page on the website from which they exit the website to a different website.
Deep Dive
Exit rate is a web analytics metric that indicates the percentage of visitors who leave a website from a specific page, having been on that page immediately before navigating away from the site entirely. It measures how often a particular page is the last page a visitor views before ending their session, regardless of how many pages they visited prior. This metric is distinct from bounce rate, which measures visitors who leave a site after viewing only one page; exit rate, conversely, applies to any page in a multi-page session.
Examples & Use Cases
- 1A user completes a purchase on an e-commerce site and then exits from the "order confirmation" page
- 2A visitor finishes reading a comprehensive blog post and subsequently closes their browser tab
- 3A high exit rate on a product page might indicate inadequate information or a difficult navigation.
Related Terms
Bounce RateUser Experience (UX)Conversion Rate Optimization (CRO)