Exit rate

When looking at the number of monthly single-page sessions, there are a few other metrics you need to take into consideration because not all those visits are worth as much as the others. This is why the exit rate is crucial to optimize. 

Here's everything you need to know about the exit rate. 


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    Templates using this KPI

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    Integrations using this KPI

What is an exit rate?

In marketing, the exit rate refers to the percentage of visitors who leave a website or a specific page within the conversion funnel without taking the desired action, such as making a purchase or completing a form. This metric is calculated by analyzing user behavior and identifying the point at which individuals exit the site. The exit rate is particularly significant when evaluating the effectiveness of call-to-action elements, site content, and the overall user experience.

By understanding where users are most likely to leave, marketers can pinpoint areas for improvement in the conversion funnel, optimize site content, and enhance the effectiveness of call-to-action strategies to reduce exit rates and ultimately drive higher conversions.

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How to calculate your exit rate

The exit rate is calculated by analyzing user behavior on a particular page using tools like Google Analytics. It represents the percentage of visits ending on that specific page, indicating where users are more likely to leave your site. To compute the exit rate for a particular page, you divide the number of exits from that page by the total number of page views for the same page.

This metric is especially useful for identifying potential issues with specific pages in the conversion funnel. For instance, a high exit rate on a one-page visit might suggest a problem with the content or user experience on that page, prompting marketers to investigate and optimize accordingly for better engagement and conversion rates.

Don't sweat it; you don't need to calculate it manually. Google Analytics does it for you!

What is a good exit rate?

The concept of a "good" exit rate can vary depending on the type of website, industry, and specific goals of a business. A lower exit rate is often considered better because it indicates that a smaller percentage of visitors are leaving from a particular page. However, what constitutes a "good" exit rate can differ based on factors such as the content's nature, the page's purpose, and the overall website structure.

For instance, pages deeper in the conversion funnel may naturally have higher exit rates as users complete their desired actions and move on. In contrast, high exit rates on crucial pages within the conversion process may warrant attention and optimization. It's essential for businesses to establish benchmarks based on their specific industry and objectives and regularly monitor exit rates to identify areas for improvement and enhance the overall user experience.

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What is a bad exit rate?

A high exit rate is generally considered undesirable, as it indicates a higher percentage of visitors leaving a specific page or the website without completing desired actions. What constitutes a "bad" exit rate varies, but in most cases, it suggests potential issues with content, user experience, or the effectiveness of call-to-action elements. Businesses should regularly monitor exit rates to identify and address areas that may negatively impact overall engagement and conversions.

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Exit rate KPI examples & templates

Your exit rate can be (and should be) added to multiple different types of reports.

Here are some of them:

See this KPI in action here!

Google analytics report template Google analytics report template

A report with all the most important metrics for your SEO strategy. Track all your web analytics, from single-page data, page load time, organic searches, and more.

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Digital marketing report template Digital marketing report template

From SEO to social media and PPC, this report gives you a good view of all your online marketing strategy metrics and overall online performance. 

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Ecommerce report template Ecommerce report template

A report with all the most important metrics for your eCommerce site, like shopping cart abandonment, click-through rate, and revenue. Optimize your product pages to get better results in your report!

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Exit rate best practices

Consider these effective strategies when working to optimize your website's high bounce rate. It's crucial to implement a tracking code or a custom plugin on Google Analytics to measure your efforts, especially on the last page, ensuring a comprehensive understanding of user engagement and facilitating targeted improvements.

Bounce rate best practices

step 1 icon Optimize Homepage and Landing Pages

Enhance the design and clarity of your homepage and key landing pages to provide a compelling and user-friendly experience. Focus on a clear value proposition, intuitive navigation, and relevant content to reduce bounce rates and encourage visitors to explore further. This is crucial when a visitor lands on your site for the first time, as an engaging first-page experience can positively impact the number of people who continue to navigate deeper into your website, resulting in lower bounce rates.

step 2 icon Improve Page Design and Loading Speed

Enhance the design of individual web pages by ensuring a clean layout, easy navigation, and visually appealing elements. Additionally, prioritize fast loading speeds to prevent user frustration and abandonment, especially on critical pages like the exit page, checkout, and those containing visuals. Optimize loading speeds by compressing images, minimizing unnecessary scripts, and leveraging caching. Avoid intrusive pop-ups that may disrupt the user experience, and consider implementing a clear and concise table of contents to facilitate easy navigation and engagement.

step 3 icon Utilize Heatmaps and Analytical Tools

Employ tools like heatmaps and analytical software, including Google Analytics 4, to understand user behavior on your site. Analyzing where users click, scroll, or exit can provide valuable insights into pain points or areas for improvement. Use this data to make informed design and content adjustments that align with the preferences and needs of your site visitors. This is especially crucial for optimizing user experiences, addressing higher bounce rates, and refining elements such as pricing to better engage and retain your audience.

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Exit Rate Synonyms

Although exit rate is widely used, there are multiple synonyms that can be used. Here are a few: 

Bounce ratio, Bounce %, Bounce rate (%), Average bounce rate, Website bounce rate, Campaign bounce rate, Overall bounce rate, Page bounce rate, Session bounce rate, Site-wide bounce rate, Churn Rate, Drop-off Rate, Opt-Out rate, Attrition rate, Abandonment rate.

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