Exit Rate is the percentage of users who leave your website from a specific page, regardless of how they arrived there. It indicates which pages are most commonly the last in a user’s session.
Exit Rate is calculated by dividing the number of exits from a specific page by the total number of pageviews for that page, then multiplying by 100 to express it as a percentage.
Exit Rate (%) = (Total Exits from Page ÷ Total Pageviews for Page) × 100
Exit Rate (%) = (Total Exits from Page ÷ Total Pageviews for Page) × 100
If a product page had 1,000 total views and 300 users exited the site from that page, the Exit Rate would be 30%.
A “good” Exit Rate depends on the purpose of the page. High exit rates are normal on confirmation or contact pages, but a lower Exit Rate is typically better for product or content pages meant to lead to further action.
A high Exit Rate on landing pages, product pages, or checkout steps may signal a poor user experience, unclear messaging, or broken navigation paths.
Offer clear paths to related content or next steps to keep users engaged and moving through your site.
Make sure that each page matches the visitor’s intent and offers clear value, especially from paid or organic entry points.
Include well-placed and relevant calls to action that guide users toward the next logical step on their journey.
