Guide to Exit Rate: What it is, why it’s important and how you can reduce it

Learn all about Exit Rate in our blog post! Get a definition of what it is, how to calculate it, and most importantly, how to reduce your Exit Rate.
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Every time a user visits your website, there is a chance that they will leave it again without taking a desired action, such as buying a product, filling out a form or reading more articles. 

Exit rate is an important measure to understand how many visitors are leaving your website at a given time and where they are leaving it from.

Exit rate is an analytics metric that shows the percentage ratio between the number of visitors who leave your website from a specific page or a specific action, and the total number of visitors to the page. It differs from bounce rate , which is the percentage ratio between the number of visitors who leave your website after visiting just one page, and the total number of visitors.

Why is it important to know the exit rate? 

Because it can help you identify weaknesses and opportunities for improvement on your website and where you can optimize your user experience to reduce the number of visitors who leave your website without taking the desired action. It can also help you evaluate whether your marketing efforts have led to a higher or lower exit rate.

What is the exit rate?

Exit rate is an important measure to understand how many visitors leave your website at a given time and where they leave it from. Exit rate is calculated by taking the total number of visitors who leave your website from a specific page or action and dividing by the total number of visitors to the same page or action during a given period.

Difference between exit rate and bounce rate

Although exit rate and bounce rate may seem like similar metrics, the two terms are different and measure two different things. While the exit rate measures the percentage of visitors who leave your website from a specific page or action and the total number of visitors to the same page or action during a given period, the bounce rate measures the percentage of visitors who leave your website after visiting just one page, and the total number of visitors to the same page during a given period.

How is the exit rate calculated?

Exit rate can be calculated by taking the number of visitors who leave your website from a specific page or action and dividing by the total number of visitors to the same page or action during a given period. For example, if you had 100 visitors to a page and 25 of them left your website from that page, your exit rate would be 25%.

How can you reduce your exit rate?

A high exit rate can be a sign that something is not working optimally on your website. However, there are several methods you can use to reduce your exit rate and increase your conversion rate.

Optimization of content

One of the most important factors that can affect your exit rate is the quality of your content. If your content is not relevant, engaging or easy to read, visitors can leave your website faster than you can say “exit rate”. Make sure your content is relevant, easy to read, and organized in a structure that makes it easy for users to find what they’re looking for.

Improving user experience

A bad user experience can also negatively affect your exit rate. This can include anything from slow load times, too many pop-ups, difficult navigation menus and complicated forms. Make sure your website is easy to navigate, fast to load and free of distracting elements.

Use of retargeting campaigns

Retargeting campaigns can help reduce your exit rate by targeting visitors who have left your website and reminding them of the products or services you offer. This can be done through advertisements on social media platforms or through email marketing.

A/B testing different strategies

A/B testing can help you identify what works best for your website and reduce your exit rate. By testing different strategies, such as different colors on your CTA buttons or different layouts, you can find out what works best for your target audience and further optimize your website.

What is an acceptable exit rate?

The exit rate can vary depending on various factors, such as the industry and the type of website. It can therefore be difficult to set a specific “acceptable” exit rate, as it can vary from company to company. But there are certain industry standards that you can use as a reference.

Industry standards

According to some sources, an acceptable exit rate for e-commerce websites can be between 20-40%, while for blogs and news websites it can be between 50-70%. These numbers can vary depending on the industry and type of website, so it’s important to take them with a grain of salt and use them as a reference rather than a hard and fast rule.

How can you compare your exit rate with others?

If you want to compare your exit rate with others, you can use various tools to get an overview of how your website performs compared to other websites in your industry. Google Analytics is a tool that can give you an idea of ​​how your exit rate compares to the average for other websites in your industry. You can also compare your exit rate with your competitors by examining their websites and seeing how they are optimized to reduce their exit rate.

Conclusion

Exit rate can give you an indication of how well your website is performing and why visitors leave it. By reducing your exit rate, you can increase your conversion rate and improve your website’s efficiency. 

Here is a summary of the main points of this article:

  • Exit rate is the percentage of visitors who leave your website from a certain page.
  • It is important to distinguish between exit rate and bounce rate, as they are two different measurements.
  • To reduce your exit rate, you can optimize your content, improve user experience, use retargeting campaigns and perform A/B testing of different strategies.
  • There is no set rule for what an acceptable exit rate is, but you can use industry standards as a reference.
  • You can use Google Analytics and compare your exit rate with others in your industry to get an idea of ​​how your website is performing.

How can you start working on your exit rate?

If you want to start working on your exit rate, you can start by investigating which pages on your website have the highest exit rate. 

You can then evaluate your content and user experience for these pages and identify what can be improved. You can also consider using tools to A/B test different strategies and improve your retargeting campaigns to reach the visitors who leave your website. 

Remember that even small changes can have a big impact on your exit rate and conversion rate, so it’s important to take action and test different strategies to optimize your website.

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