Exit rate
Also called: exit rate
The exit percentage of a web page expresses the number of visitors who leave the website when visiting that page. It is expressed as a percentage of the total number of visitors to that page. For visitors who left the website via a particular page, that page is the exit page.
A high exit rate could theoretically mean that many visitors found the information they were looking for on that page. Usually, however, the opposite is true. Either way, a company will have as many visitors as possible make a conversion before they leave the website. This means that the exit rate from regular pages should be kept as low as possible.
One way to reduce the exit rate is by ensuring that visitors are presented with appropriate and compelling content and can easily navigate, without friction, to related information and conversion opportunities.
Event tracking can be used to gain insight into the reason for website abandonment, such as clicking through to a particular external website.
