Exit Rate

Overview

The Exit Rate is a key metric used in digital marketing to determine the percentage of users who leave a particular webpage after visiting any page on a website. The exit rate differs from the bounce rate, as it accounts for visitors who may have viewed more than one page on the site before leaving, whereas bounce rate only accounts for visitors who leave after viewing just one page.

Usage Types

Exit Rate is used in various ways within the field of digital marketing, which includes:

Website Optimization

The exit rate can help identify which pages on a website are causing users to leave. These pages can then be optimized to improve user retention.

Conversion Rate Optimization

By understanding where users are leaving the website, marketers can optimize these pages to encourage users to continue through the conversion funnel.

Content Strategy

Identifying high exit rate pages can help inform content strategy. If a particular type of content consistently has a high exit rate, it may be worth reconsidering the content strategy.

Calculating Exit Rate

Exit Rate is calculated by dividing the total number of exits from a page by the total number of pageviews for that same page, then multiplying the result by 100 to get a percentage. The formula looks like this: Exit Rate = (Number of Exits / Number of Pageviews) * 100

Considerations

While a high exit rate may indicate an issue with a particular page, it's also important to consider the user's journey. Some pages, such as confirmation or "Thank You" pages, will naturally have a high exit rate. It's essential to use Exit Rate in conjunction with other metrics to get a more holistic understanding of user behavior.