Exit Rate

Understanding Exit Rate

Exit rate and bounce rate are frequently confused but measure different things. Bounce rate counts only single-page sessions — someone lands on a page and leaves without viewing anything else. Exit rate counts all sessions that ended on that page, regardless of how many pages were viewed before. A page can have a 0% bounce rate and a 90% exit rate if everyone who visits it came from another page on your site.

This distinction matters because it changes your diagnosis. A high bounce rate on a product page means people are landing there and immediately leaving — likely a traffic quality or first-impression problem. A high exit rate on the same page means people are browsing your store, reaching the product page, and then leaving — likely a persuasion or confidence problem on the page itself.

For e-commerce, the most actionable use of exit rate data is identifying pages where shoppers consistently drop off. If your cart page has a high exit rate, something about the checkout path is causing abandonment. If a specific product page has a disproportionately high exit rate compared to similar products, something on that page is failing to convert.

Exit rate is expected to be high on certain pages. Thank you pages, order confirmation pages, and policy pages naturally have high exit rates because visitors have completed their task. Focus your optimization efforts on pages where high exit rate represents lost revenue — product pages, collection pages, and the cart.