An exit page is the last page a visitor sees before leaving your site in a single session. It’s where the journey stops—whether because the user found what they needed, got distracted, or hit friction. Unlike a bounce (a single-page session where the landing page equals the exit), an exit can happen after any number of pageviews.
Why it matters
Exit pages map the “natural endings” of user journeys. A high exit rate on a Thank You or Article page can be perfectly healthy. A spike on a mid-funnel page (pricing, cart, signup step) is a signal to investigate copy, UX, speed, or offer.
Exit rate vs. bounce rate
- Exit rate answers: Of all views of this page, how often did users leave the site from it?
- Bounce rate answers: Of all sessions that started on this page, how many were single-page sessions?
Every bounce is an exit; not every exit is a bounce. For definitions, see exit rate and bounce rate.
Quick formula
Exit Rate (for a page) = Exits from the page ÷ Pageviews of the page × 100%
Mini example:
| Page (URL) | Pageviews | Exits | Exit Rate |
|---|---|---|---|
| /blog/post-a | 1,200 | 420 | 35% |
| /pricing | 2,000 | 800 | 40% |
| /thank-you | 600 | 540 | 90% |
Interpretation: 90% on /thank-you is fine (it’s the logical end). 40% on /pricing might be a leak if it’s not supposed to be a terminal page.
Analysis playbook
- Segment by traffic source, device, and intent. A “bad” exit rate on mobile may hide layout issues.
- Read in journey context: previous page, next best action, and page role.
- Pair with time on page, scroll depth, and micro-conversions (clicks, form starts) to separate “satisfied exits” from “frustrated exits.”
- Track changes after UX tweaks or copy tests to confirm causality.