The percentage of all sessions that end on a specific page, regardless of how many other pages the visitor viewed earlier in that same visit.
Why it matters
Exit rate helps identify where in a multi-page journey visitors are dropping off — a high exit rate on a checkout confirmation page is expected and fine, but a high exit rate midway through an onboarding flow signals a real problem worth investigating.
In a sentence
"Exit rate spiked on step three of the signup flow, which pointed us directly to where people were getting stuck."
Related terms
- Often confused with: Bounce rate (see above — the key distinction is that bounce rate only applies to single-page sessions where a visitor took no further action at all; exit rate applies to the last page viewed in any session, including ones with several page views beforehand).