Exit Rate refers to the percentage of people that exit from a specific page of your website after viewing it. A user may have arrived at your home page, moved onto your ‘About’ section, clicked through to your shop and then left your entire website.
So, it is not the rate in which a visitor left your website itself, but rather the rate at which they left a specific page.
A high exit rate may be due to factors such as a user being unable to find the answer they were looking for, unappealing visuals, difficult navigation or lagging and being slow to load.
However, a high exit rate isn’t necessarily a bad thing – it all depends on which page the user is exiting from. Take an eCommerce shop for example: after the checkout and payment page, there may be a high exit rate due to a user completing the action and making a purchase.
These are just a few of the reasons as to why a specific web page may have a high exit rate. It is important to analyse what the reason behind your own may be, and whether you need to make improvements on the relevant page.
