The exit rate of a web page expresses the number of visitors who leave the website when visiting that page. This is expressed as a percentage of the total number of visitors to that page. For visitors who have left the website via a certain page, that page is the exit page.
A high exit page can theoretically mean that many visitors found the information they were looking for on that page. Usually, however, the opposite is the case. In any case, a company will convert as many visitors as possible before they leave the website. This means that the exit rate of regular pages should be kept as low as possible.
The exit rate can be reduced by, among other things, ensuring that visitors are presented with appropriate and convincing content and can easily navigate to related information and conversion opportunities without friction.
Using event tracking, insight can be gained into the reason for leaving the website, such as clicking through to a certain external website.