Exit Rate
Exit rate is the percentage of sessions that end on a specific page, regardless of how many pages the visitor viewed before leaving from it.
In depth
Exit rate is calculated per page as the number of exits from that page divided by the number of views it received. Unlike bounce rate, which only counts single-page sessions, exit rate includes visitors who browsed several pages and then left from this one, making it a precise tool for locating where engaged users abandon a multi-step flow. Reading exit rate page by page reveals whether people leave at a natural endpoint or at a moment of unexpected friction.
A frequent pitfall is alarm over a high exit rate on a page where exiting is expected, such as a thank-you or confirmation page. The metric is most useful when a high exit appears on a mid-journey step that should lead somewhere else. In a quiz funnel, comparing exit rates across individual questions pinpoints the exact question where qualified prospects give up, so you can rewrite, reorder, or shorten that step and recover otherwise lost leads.
Example in practice
Frequently asked questions
What is the difference between exit rate and bounce rate?
Bounce rate counts only single-page sessions that end without interaction, while exit rate counts any session that ends on a page, including visitors who viewed several pages first. Every bounce is an exit, but not every exit is a bounce.
Is a high exit rate always a problem?
No. Pages like order confirmations or thank-you screens are natural endpoints and high exit rates there are expected. A high exit rate is only concerning on a step meant to push the visitor further along.
How do I use exit rate to improve a quiz funnel?
Compare exit rates across each quiz question to find the step where most people leave. Then simplify, reorder, or reframe that question to reduce friction and keep prospects moving toward the lead form.