The percentage of pageviews for which a particular page was the final page viewed during a session.
A diagnostic metric that helps identify where users commonly end their visits.
Short and sweet:
The percentage of pageviews for which a particular page was the final page viewed during a session.
A diagnostic metric that helps identify where users commonly end their visits.
See also: Bounce Rate, Session, User Flow
Exit rate measures the percentage of all sessions on a website that ended on a specific page, regardless of how many other pages that visitor viewed before leaving from there, which distinguishes it from bounce rate, which only counts single-page sessions. A high exit rate isn’t automatically bad, since a confirmation page after a completed purchase is naturally where a session should end. Context matters heavily when interpreting the number, since a high exit rate on a page early in the funnel might signal a real problem, while the same rate on a final checkout confirmation page is exactly what you’d expect to see.
An online checkout page with a surprisingly high exit rate might reveal that shoppers are abandoning their carts right at the shipping cost screen, a clear signal something needs fixing.
Unlike bounce rate, a high reading on a blog’s “thank you for subscribing” page isn’t necessarily bad news, since visitors landing there have often already completed the action the site wanted.
An e-commerce team analyzing this figure across its product pages might discover that one specific listing, maybe due to a confusing size chart, is driving away far more visitors than similar pages nearby.
