Definition
The percentage of all sessions that end on a specific page, regardless of how many pages were viewed before it.
Formula
Sessions ending on page / Total sessions that included the page x 100
How to measure
Pull page-level exit data from web analytics and divide sessions ending on a page by total sessions that visited that page.
Why track it
A high exit rate on a checkout or signup step, unlike bounce rate, points to a specific in-flow problem rather than a landing mismatch.
Example
A checkout page with a 60% exit rate is found to have a confusing shipping cost calculation, and simplifying it cuts exit rate to 35%.
FAQ
- What is Exit Rate?
- The percentage of all sessions that end on a specific page, regardless of how many pages were viewed before it.
- How do you calculate Exit Rate?
- Sessions ending on page / Total sessions that included the page x 100
- Why track Exit Rate?
- A high exit rate on a checkout or signup step, unlike bounce rate, points to a specific in-flow problem rather than a landing mismatch.