Exit Rate Calculator
Calculate and analyze your website's exit rate to identify pages where visitors leave your site and optimize your user journey for better retention and conversions.
Calculate Your Exit Rate Calculator
The number of times users left your site from this page
The total number of times this page was viewed
Different types of websites have different average exit rates
What is Exit Rate?
Exit rate measures the percentage of visitors who leave your website from a specific page after viewing one or more pages on your site. It's an important metric in web analytics that helps you understand which pages are the final touchpoints in a user's journey through your website.
Unlike bounce rate (which measures visitors who leave after viewing only one page), exit rate takes into account the full user journey. A high exit rate indicates that many users are ending their browsing session on that particular page.
How Exit Rate is Calculated
The formula for calculating exit rate is:
For example, if a page was viewed 500 times and 150 of those visits resulted in the user leaving the site, the exit rate would be (150 ÷ 500) × 100% = 30%.
Exit Rate vs. Bounce Rate
Exit Rate
- Measures exits from any page on your site
- Considers the user's entire journey on your site
- Calculated based on total page views
- A visitor could have viewed multiple pages before exiting
- High exit rates are normal for confirmation or thank you pages
Bounce Rate
- Measures single-page sessions only
- Only counts visitors who leave without interacting with your site
- Calculated based on session entries to a page
- A visitor viewed only one page before leaving
- High bounce rates are concerning for landing or home pages
When to Use Exit Rate Analysis
Exit rate analysis is particularly valuable in these scenarios:
- Analyzing conversion funnels: Identify where users are dropping out of your conversion process.
- Evaluating page effectiveness: Determine if pages that should keep users engaged (like product pages) are failing to do so.
- Improving user experience: Find pages where users might be encountering usability issues or confusing content.
- Content optimization: Identify content that isn't meeting user expectations or encouraging further exploration.
- Technical issue detection: Spot pages that might have technical problems causing users to leave.
Interpreting Exit Rates
Not all high exit rates are problematic. Here's how to interpret them properly:
Expected High Exit Rates
Some pages naturally have high exit rates and this is perfectly normal:
- Order confirmation pages
- Thank you pages
- Contact information pages
- PDF download pages
- Receipt or invoice pages
Concerning High Exit Rates
High exit rates are concerning on these types of pages:
- Product pages (when not at the end of checkout)
- Shopping cart pages
- Registration or sign-up forms
- Important landing pages
- Pages in the middle of a conversion funnel
How to Improve High Exit Rates
1. Improve User Experience
- Simplify navigation and make it intuitive
- Ensure your site is mobile-friendly
- Improve page load speed
- Fix any broken links or images
- Make call-to-action buttons clear and prominent
2. Enhance Content Quality
- Create engaging, valuable content that answers user questions
- Use clear, concise language
- Break up large text blocks with subheadings and bullet points
- Add relevant internal links to encourage further exploration
- Include compelling visuals to support your content
3. Optimize Conversion Funnels
- Simplify checkout or registration processes
- Reduce the number of form fields
- Add trust signals (reviews, testimonials, security badges)
- Provide clear next steps or suggestions
- Use exit-intent popups strategically (but not intrusively)
4. A/B Test Your Changes
Always test changes to ensure they actually improve your exit rates. What works for one site may not work for another, and testing helps you make data-driven decisions rather than relying on assumptions.
Industry Benchmarks for Exit Rates
Exit rates vary widely by industry and page type, but here are some general benchmarks:
| Website Type | Low Exit Rate | Average Exit Rate | High Exit Rate |
|---|---|---|---|
| E-commerce | Below 10% | 10-40% | Above 40% |
| Blog/Content | Below 40% | 40-70% | Above 70% |
| Lead Generation | Below 20% | 20-50% | Above 50% |
| Service Website | Below 20% | 20-45% | Above 45% |
Note: These are general guidelines and your specific industry or niche may have different standards.
Related Calculators
Frequently Asked Questions
Exit rate is the percentage of visitors who leave your website from a specific page after viewing one or more pages. It's calculated by dividing the number of exits from a page by the total number of views of that page, then multiplying by 100. For example, if a page was viewed 500 times and 150 users exited the site from that page, the exit rate would be 30%.
While they might seem similar, exit rate and bounce rate measure different user behaviors:
- Exit rate measures the percentage of people who leave from a specific page, regardless of how many other pages they visited on your site before exiting.
- Bounce rate measures the percentage of visitors who leave after viewing only one page (the entry page) without any interaction.
For example, if someone lands on your homepage, visits three product pages, and then leaves from the third product page, this counts toward the exit rate of that product page but not as a bounce.
What constitutes a "good" exit rate varies by industry, website type, and page function:
- For e-commerce sites, exit rates below 40% are generally good for product pages
- For blogs and content sites, exit rates of 40-70% are normal
- For lead generation sites, aim for exit rates below 50%
Some pages naturally have high exit rates, such as order confirmation pages, thank you pages, and contact pages, where users have completed their intended action. High exit rates are more concerning on pages like product pages, shopping carts, or signup forms.
High exit rates can be caused by various factors:
- Poor user experience: Confusing navigation, slow loading times, or mobile compatibility issues
- Content problems: Low-quality content, misleading information, or content that doesn't meet visitor expectations
- Technical issues: Broken links, error messages, or functionality problems
- Lack of clear next steps: Missing or unclear calls-to-action
- Natural endpoint: Some pages (like confirmation pages) naturally have high exit rates because they represent the end of a user journey
To reduce high exit rates on important pages:
- Improve navigation: Make it easy for users to find related content or products
- Add internal links: Include relevant links to encourage further exploration
- Optimize page speed: Faster pages retain visitors better
- Enhance content quality: Provide valuable, relevant information that answers user questions
- Improve calls-to-action: Make next steps clear and compelling
- Simplify forms: Reduce fields and friction in conversion processes
- Use exit-intent popups: Strategically offer incentives to stay (but avoid being intrusive)
- A/B test changes: Measure the impact of your improvements
No, high exit rates on thank you or confirmation pages are normal and often expected. These pages typically represent the end of a conversion funnel or user journey. Users have completed their primary task (making a purchase, signing up, etc.) and it's natural for them to leave your site at this point. Instead of trying to lower exit rates on these pages, consider adding secondary conversion opportunities (like newsletter signups, related product suggestions, or social sharing options) to provide additional value to users who might be interested in engaging further.
For most websites, analyzing exit rates monthly is sufficient to identify trends while avoiding overreaction to day-to-day fluctuations. However, e-commerce sites with high traffic might benefit from weekly analysis, especially during promotional periods or after implementing significant changes. The key is to look for meaningful patterns over time rather than obsessing over small variations. Always analyze exit rates in context with other metrics (like conversion rates, time on page, and user flow) to get a complete picture of user behavior.
Several analytics tools can help you measure and analyze exit rates:
- Google Analytics: The most widely used free analytics tool that provides exit rate data
- Adobe Analytics: Enterprise-level analytics with comprehensive exit analysis
- Matomo (formerly Piwik): Privacy-focused open-source analytics alternative
- Mixpanel: Event-based analytics that can track user journeys
- Hotjar: Combines analytics with user recordings and heatmaps to visualize where users exit
- Crazy Egg: Provides heatmaps and scroll maps to help understand exit behavior
Most of these tools also provide additional context through user flow visualizations, session recordings, or heatmaps to help you understand why users are exiting from specific pages.
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