Exit Rate

Exit Rate refers to the percentage of users who leave (end their session) after viewing a specific page or screen on a website or in an app. In English, it is often referred to simply as “Exit Rate.”


Basic Concept of Exit Rate

  • Exit An exit occurs when a user leaves the site or app from a particular page.

  • Session A session is the series of actions taken by a user from the time they arrive on the site until they leave.

In practical terms, the exit rate is calculated by taking the number of times a given page was the last page of a session and dividing it by the total number of views that page received.


Difference Between Exit Rate and Bounce Rate

  • Bounce Rate The percentage of users who visit a site, view only the initial page, and then leave without visiting any other page. - More specifically, out of all sessions where that page was the first page viewed, the bounce rate is the proportion of those sessions in which the user left without viewing any additional pages.

  • Exit Rate The percentage of all pageviews of a particular page that end in a site exit. - Even if a user has viewed multiple pages in the session, if the user leaves the site after a specific page, that page is counted as the exit page for that session.

In other words, bounce rate focuses on users who leave after viewing only one page, whereas exit rate includes sessions where the page in question was simply the final page in a multi-page visit.


When to Use Exit Rate Analysis

  • Analyzing User Behavior

    • Understanding which pages serve as the final page of user sessions helps identify where and when users are most likely to leave the site.

  • Prioritizing Site Improvements

    • High exit rates on specific pages may indicate where design, content, or navigation improvements could reduce overall exits.

  • Conversion Rate Optimization (CRO)

    • By checking where users exit before completing key conversions (such as purchases or contact forms), you can make targeted improvements to increase completion rates.


Tips for Lowering Exit Rate

  • Review Page Content and Design

    • If information is unclear or insufficiently engaging, users are more likely to leave. Examine headlines, images, and layouts to ensure they meet user needs and expectations.

  • Clarify Navigation

    • If it’s difficult to see where to go next or how to access related content, users may exit. Improve link placement and button design to guide users more effectively.

  • Improve Page Speed

    • Slow-loading pages increase user frustration and can lead to higher exit rates. Optimizing site performance is vital for retaining users.

  • Provide Relevant Information and Guidance

    • Make sure users can easily find the information they need on the page. Offer clear pathways to related products or next steps (like inquiry forms) that encourage continued engagement.


Conclusion

Exit rate is a key metric for improving user flow across your website or app. Identifying pages with high exit rates, investigating the causes, and implementing targeted measures can enhance the user experience, increase conversion rates, and ultimately maximize business outcomes.