Exit Rate

The exit rate is a metric used in web analytics to determine the percentage of visitors that leave a website from a particular page after potentially having visited other pages on the site. 

Unlike bounce rate, which only considers single-page sessions, exit rate measures the frequency at which a page is the last in a session, regardless of how many pages were visited during that session.

Importance in SEO:

A high exit rate on a particular page may indicate issues with content relevance, user engagement, or usability that merit further investigation. It is important to analyze exit rates in conjunction with other metrics to understand user behavior and to identify potential areas for optimization.


Exit rate is calculated by taking the number of exits from a page and dividing it by the total number of pageviews for that page over a given time period. The formula is:

Exit Rate = (Total Exits from Page / Total Pageviews of Page) x 100

Distinguishing from Bounce Rate:

It is crucial to differentiate between exit rate and bounce rate. Bounce rate is a single-page session metric, whereas exit rate is applicable to all pages viewed in a session. Consequently, a page could have a low bounce rate and a high exit rate.

Interpreting Exit Rate:

A high exit rate may not always be negative. For example, on a checkout page or a confirmation page, a high exit rate is expected. However, on informational or product pages, a higher exit rate could indicate that the content or page is not adequately fulfilling user needs.

Practical Application:

To improve exit rates, SEO professionals should consider optimizing content for relevance and engagement, improving page loading speed, ensuring clear navigation, and providing clear calls-to-action. Regular review and analysis of exit rates can provide insights into the effectiveness of content and website design from a user experience perspective.

Analysis Tools:

Exit rate data can be found in web analytics tools like Google Analytics. SEO professionals use these tools to monitor exit rates and make informed decisions for website optimization.


How is exit rate different from bounce rate?

Exit rate measures the percentage of visitors leaving a specific page as the last page in their session, regardless of how many pages they visited before that. Bounce rate, on the other hand, calculates the percentage of single-page sessions where users left the site without interacting further.

What factors can contribute to a high exit rate on a webpage?

Several factors can lead to a high exit rate, including irrelevant or unengaging content, slow page loading speed, poor site navigation, unclear calls-to-action, or a mismatch between user intent and page content.

How can SEO professionals use exit rate data for website optimization?

SEO professionals can utilize exit rate data to identify pages with high exit rates and investigate potential issues with content, design, or user experience. By analyzing exit rate trends, they can make informed decisions to optimize website elements and improve the overall user journey.

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