What is the Exit Rate?

The exit rate is the percentage of visitors who leave the website from a specific page, regardless of how many pages they visited before. The difference with the bounce rate: a bounce is always an exit from the first page, while an exit can also happen after several pages.

Why is the exit rate useful?

A high exit rate on a specific page in your checkout or enquiry flow signals a concrete bottleneck in the customer journey. Pages with a high exit rate and lots of traffic are the top priority for CRO.

Analysing the exit rate

In Google Analytics 4 you view the exit rate per page in the exploration reports. Combine it with heatmaps and session recordings to see exactly why visitors leave.

Lowering the exit rate

Improve the UX of bottleneck pages. Add clear navigation and a strong CTA. Reduce friction in forms by removing unnecessary fields.

What is a normal exit rate?

It varies widely by page type. Thank-you pages and confirmation pages have high exit rates, and that is perfectly normal.

Which page deserves priority when exit rates are high?

The page in your checkout or enquiry flow with the highest traffic volume and the most surprising exit rate. More at developers.google.com/search.