In web design and analytics, exit rate refers to the percentage of users who leave a website from a specific page after visiting at least one other page. It helps pinpoint which pages on your website are most commonly the last stop before a visitor exits. Unlike bounce rate, which tracks single-page visits, exit rate focuses on users who navigated within your site and then left.

Exit rate gives context to how a page performs within a journey. A high exit rate on a checkout confirmation page is normal, while a high exit rate on a product details page might signal issues with usability, content, or load time.

Why exit rate matters

Understanding exit rate is valuable for improving user flow and optimizing for client engagement. Pages with high exit rates may need better calls to action, improved internal linking, or stronger relevance to the visitor’s intent. This insight can guide design changes, content updates, or the introduction of tools like online scheduling to encourage action before users leave.

Paired with tools like SEO, email marketing, and an AI website builder, exit rate analysis helps improve both user experience and conversion.

How exit rate is calculated

Exit rate is calculated by dividing the number of exits from a page by the total number of pageviews for that page. For example, if a product page had 500 views and 100 of them ended with a user leaving the site, the exit rate would be 20%.

This metric is often visualized in analytics platforms like Google Analytics to help you identify and address weak points in your content or structure.

How to reduce high exit rates

Not all high exit rates are bad, but when they happen on pages meant to drive action, consider the following:

• Add clear calls-to-action
• Improve page speed and mobile responsiveness
• Use B12 AI Assist to create helpful content that keeps users engaged
• Cross-link related pages for deeper exploration
• Make sure the page matches what was promised in search results or ads

FAQs about exit rate

How is exit rate different from bounce rate?

Bounce rate tracks users who leave after viewing only one page. Exit rate looks at users who may have visited multiple pages before exiting on a specific one.

Is a high exit rate always bad?

No. Pages like contact confirmations, thank you pages, or blog posts may naturally have high exit rates because they fulfill their purpose.

Can exit rate affect my SEO?

Indirectly, yes. While exit rate itself isn’t a direct SEO ranking factor, it can signal user dissatisfaction. This could lead to lower engagement, which may impact rankings over time. Learn more about SEO.

How do I find the exit rate of a page?

Most website analytics platforms, like Google Analytics, will show exit rate metrics per page. Look under "Behavior" > "Site Content" > "Exit Pages."

What’s a normal exit rate?

There's no single benchmark, but 20-40% is common depending on the page type. Key action pages (like product or sign-up pages) should aim lower, while blog posts may naturally be higher.

Keeping visitors on your site longer

Exit rate is a helpful tool for understanding user behavior on your site. By knowing which pages lead people to leave—and why—you can make smart updates that improve your site’s structure, content, and calls to action. Whether it’s using an AI website builder to refresh your design or signing up to test new features, small tweaks can add up to better results.