Exit Rate Calculator
Print Report| Continued Session Pageviews | 0 pageviews |
| Continuation Rate | 0.00% |
Understanding exactly where users decide to leave your website is a critical part of conversion rate optimization (CRO) and user experience (UX) design. If users are consistently abandoning your site on a critical checkout page or an important service landing page, you are losing potential revenue.
Our free Exit Rate Calculator allows digital marketers and webmasters to measure exactly how often a specific page is the last one viewed in a user’s session. By inputting the total number of exits and the total pageviews for a specific URL, you can pinpoint the weakest links in your website’s navigation.
How to Calculate Exit Rate
The exit rate formula is very straightforward. It calculates the percentage of visitors who leave your website from a specific page, relative to the total number of times that page was viewed.
The Exit Rate Formula:
Exit Rate = (Total Exits from Page / Total Pageviews of Page) × 100
- Total Exits: The number of times visitors left your entire website immediately after viewing this specific page.
- Total Pageviews: The total number of times this specific page was loaded or refreshed by users, regardless of where they went next.
Step-by-Step Example Calculation
Imagine you run an e-commerce website and you want to analyze the performance of your “Shopping Cart” page over the last 30 days.
- Your analytics software shows the Shopping Cart page had 5,000 Total Pageviews.
- During that same period, 1,200 users closed their browser or navigated away to a different website while looking at this page (Total Exits).
Let’s plug these numbers into the formula:
Exit Rate = (1,200 / 5,000) × 100
Exit Rate = 0.24 × 100 = 24%
The Exit Rate for your Shopping Cart page is 24%. This means nearly 1 in 4 users who view their cart abandon your website entirely before completing the checkout process.
Exit Rate vs. Bounce Rate: What is the difference?
These two metrics are frequently confused, but they measure entirely different user behaviors:
- Bounce Rate: Measures the percentage of sessions where a user loaded a page and immediately left without viewing any other pages on your site. It only applies to the very first page a user lands on.
- Exit Rate: Measures the percentage of users who left your site from a specific page, regardless of how many other pages they visited beforehand. It applies to the very last page a user views in a session.
Example: A user lands on your Homepage, clicks to your About Page, clicks to your Contact Page, and then leaves. In this scenario, the Contact Page gets an Exit, but none of the pages get a Bounce because the user viewed multiple pages.
Is a High Exit Rate Always Bad?
Not always! Context is everything when analyzing exit rates. You must consider the specific purpose of the page:
| Page Type | Expected Exit Rate | Analysis |
|---|---|---|
| “Thank You” / Order Confirmation Page | Very High | A high exit rate here is excellent. It means users completed the intended funnel (e.g., making a purchase) and naturally ended their session. |
| Contact Us Page | High | Users found the phone number or email address they were looking for and left the site to contact you. This is a successful interaction. |
| Shopping Cart / Checkout Step 1 | Low | A high exit rate here is disastrous. Users are abandoning their carts before paying. The page likely has friction, hidden fees, or technical errors. |
3 Strategies to Reduce Negative Page Exits
If you find a high exit rate on a page designed to keep users engaged, try these three conversion optimization tactics:
- Add Clear Call-to-Actions (CTAs): Users often leave because they don’t know what to do next. Ensure every page has a highly visible button guiding them to the next logical step in the journey.
- Improve Internal Linking: At the bottom of blog posts or informational pages, add links to “Related Articles” or “Popular Products” to encourage users to keep browsing.
- Optimize Page Speed: Slow-loading pages frustrate users. If an image-heavy landing page takes more than 3 seconds to load, many users will simply exit the site.
Frequently Asked Questions (FAQ)
Can a page have a 100% Exit Rate?
Yes. If a page only received one pageview during a given time period, and that single user left the website from that page, the exit rate would be 100%. This frequently happens on newly published pages with very low traffic volumes.
Is it possible for Exit Rate to be higher than Bounce Rate?
Absolutely. In fact, for pages deep within your website architecture (like a specific product page or a checkout page), the exit rate will almost always be significantly higher than the bounce rate, because very few users land directly on those pages from a search engine.