Exit page
The last page a visitor views before leaving your website, ending their session. Exit pages show where visitors choose to stop browsing.
An exit page is the final page a visitor views before leaving your website. Every session ends on an exit page, whether the visitor closes their browser, navigates to another site, or becomes inactive.
Exit page analysis helps identify where visitors lose interest or complete their goals. High exit rates on certain pages may indicate problems (confusing content, dead ends) or success (completed purchases, found answers).
Context matters when interpreting exit pages. A thank-you page after form submission should have high exits: that's the natural end of the journey. But high exits on a product page might indicate missing information or friction in the buying process.
Comparing exit rates across similar pages helps identify optimization opportunities. If one blog post has 80% exits while similar posts average 50%, investigate what's different about that content or layout.
Frequently asked questions
What is a good exit rate?
Exit rate benchmarks vary by page type. Confirmation pages naturally have high exit rates (80%+). Content pages typically see 40-60%. The goal is ensuring exits happen after visitors accomplish their goals, not due to frustration.
How is exit rate different from bounce rate?
Bounce rate only applies to entry pages and measures single-page sessions. Exit rate applies to any page and measures what percentage of pageviews were the last in a session, regardless of how visitors arrived.
How do I reduce exit rate on important pages?
Add clear calls-to-action, relevant internal links, and related content suggestions. Ensure the page delivers on visitor expectations and provides obvious next steps. Test different layouts and content to see what keeps visitors engaged.