How to Calculate Exit Rate

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Exit Rate Calculator

The number of times people left your site from this specific page.
The total number of times this specific page was viewed.

Result:

function calculateExitRate() { var exits = parseFloat(document.getElementById('exitsInput').value); var pageviews = parseFloat(document.getElementById('pageviewsInput').value); var resultDiv = document.getElementById('exitRateResult'); var resultText = document.getElementById('resultText'); var interpretation = document.getElementById('resultInterpretation'); if (isNaN(exits) || isNaN(pageviews) || pageviews pageviews) { alert("Exits cannot be greater than total pageviews. Please check your data."); return; } var exitRate = (exits / pageviews) * 100; var formattedRate = exitRate.toFixed(2); resultText.innerHTML = formattedRate + "%"; resultDiv.style.display = "block"; var interpretationMessage = ""; if (exitRate > 70) { interpretationMessage = "This is a high exit rate. This might be expected for 'Thank You' pages or Contact pages, but for content or landing pages, you may want to optimize your internal linking or Call to Actions."; } else if (exitRate > 40) { interpretationMessage = "This is an average exit rate. It indicates that a fair portion of your users finish their session here. Consider if this page provides a logical end to the user journey."; } else { interpretationMessage = "This is a low exit rate. Most users are continuing their journey to other parts of your website after visiting this page, which is generally a positive sign of engagement."; } interpretation.innerHTML = interpretationMessage; }

Understanding Exit Rate: A Critical Web Metric

Exit rate is a web analytics metric that reveals the percentage of visitors who leave your website from a specific page after having visited any number of other pages on your site. Unlike bounce rate, which only tracks users who leave after viewing a single page, exit rate accounts for users who may have browsed your entire site before deciding to depart.

How to Calculate Exit Rate

The formula to calculate the exit rate for a specific page is simple:

Exit Rate = (Total Exits / Total Pageviews) x 100

To use this formula, you need two pieces of data from your analytics provider (like Google Analytics 4):

  • Total Exits: The number of sessions that ended on that specific page.
  • Total Pageviews: The total number of times that page was loaded in a browser.

Exit Rate vs. Bounce Rate: What is the Difference?

It is common to confuse these two metrics, but they tell very different stories:

  • Bounce Rate: Only applies to the first page a user visits. It measures the percentage of sessions where the user leaves the site without interacting or visiting a second page.
  • Exit Rate: Applies to any page. It measures how often a page is the last one in a session, regardless of how the user got there.

Every bounce is an exit, but not every exit is a bounce.

Practical Example of Exit Rate Calculation

Let's say you are analyzing your "Services" page:

  1. On Monday, your Services page received 500 total pageviews.
  2. Out of all the people who viewed that page, 100 of them closed their browser or navigated to a different website immediately after.
  3. Calculation: (100 / 500) = 0.20.
  4. Percentage: 0.20 x 100 = 20% Exit Rate.

Is a High Exit Rate Bad?

Not necessarily. The context of the page matters significantly:

  • High Exit Rate is GOOD on: "Thank You" pages, Order Confirmation pages, and "Contact Us" pages. This means the user completed their intended goal.
  • High Exit Rate is BAD on: Product landing pages, the first page of a multi-step checkout process, or the homepage. This suggests users are losing interest or encountering friction before completing a conversion.

Tips to Improve Your Exit Rate

If you find that critical pages in your marketing funnel have a high exit rate, consider these optimizations:

  • Improve Internal Linking: Suggest "Related Articles" or "Recommended Products" to keep users on the site.
  • Clear Call-to-Action (CTA): Ensure the user knows exactly what to do next.
  • Check Page Load Speed: Slow pages frustrate users and lead to exits.
  • Analyze Mobile Usability: A page that looks broken on a smartphone will have a massive exit rate.

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