Exit Rate

What Is Exit Rate?

Exit rate tells you how often a particular page is the last page someone views before leaving your site.

For example, if 100 people view a product page and 40 of them leave your site from that page (rather than navigating to another one), the exit rate is:

40 ÷ 100 = 40%

Unlike bounce rate—which tracks single-page sessions—exit rate applies to any page within a session, even if the user browsed multiple pages beforehand.

Why Exit Rate Matters

High exit rates aren’t always bad—but they can signal:

  • Confusing or underwhelming content
  • A dead-end in the user journey
  • A missed opportunity to guide the next action
  • A technical or UX issue preventing users from continuing

Knowing where users tend to exit helps you:

  • Identify which pages end sessions most often
  • Improve calls to action or internal linking
  • Refine funnel steps to reduce drop-off

For marketers and agencies, exit rate can guide where to focus optimization efforts—even when conversion tracking is limited.

Exit Rate vs. Bounce Rate

These two are often confused, but they measure different behaviors:

  • Bounce Rate = Sessions where the user viewed only one page
  • Exit Rate = Sessions where the user exited from a given page (even if they viewed others first)

A page can have a low bounce rate but a high exit rate—meaning users arrived from other pages but often leave from that one.

How Exit Rate Applies to WordPress Sites

On WordPress sites, exit rate can be especially useful for:

  • Blog posts – Are visitors finishing the article and leaving, or clicking to read more?
  • Product pages – Are users dropping off before adding to cart?
  • Thank-you pages – Are they clicking to explore more, or exiting after a form submission?
  • Landing pages – Are users engaging with your CTA or bouncing off without action?

You can view exit rate reports in platforms like Google Analytics 4, or use heatmaps and scroll tracking tools to see what users do before leaving.

Understanding which pages end user sessions helps you spot friction and fine-tune your content strategy.

How Marketers Use Exit Rate to Optimize Pages

Here are common ways marketers act on exit rate data:

  • For high-exit pages that shouldn’t be endpoints, they add stronger CTAs, internal links, or product suggestions to keep users moving.
  • For intentional exits (like thank-you pages), they use exit pages as a jumping-off point for upsells, downloads, or newsletter signups.
  • In funnels, they monitor exit rates to find weak steps—like pricing pages that cause confusion or hesitation.
  • They segment by traffic source, noting whether organic, email, or ad traffic exits in different patterns.

The key is to interpret exit rate in context—some exits are natural, others are signs of lost opportunity.

What’s a “Good” Exit Rate?

There’s no one-size-fits-all number, but here are some general benchmarks based on page type:

  • Homepage: 20–40%
  • Blog posts: 40–60% (can be higher if the post fully answers a question)
  • Product pages: 30–50% (lower is better if it's part of a sales funnel)
  • Checkout pages: 10–30% (high exit rates here usually indicate friction)
  • Thank-you pages or confirmation screens: 80%+ is expected

Rather than fixating on a single number, compare similar pages on your site. If one product page has a 25% exit rate and another has 60%, that’s worth investigating.

Frequently Asked Questions

Is a high exit rate always a problem?

Not necessarily. It depends on the page’s purpose. A thank-you page or contact confirmation may be a natural end, while a product or pricing page with a high exit rate might need improvement.

How is exit rate calculated?

It’s the number of exits from a specific page divided by the total views of that page.

Exit rate shows you where visitors are leaving—not just how they arrived. It helps fill in the blanks between traffic and conversions and gives you a roadmap for tightening your content paths.

On a WordPress site, every page can be a potential entry or exit. Exit rate helps you figure out which ones are turning visitors away—and why.