Learn how to calculate Exit Rate with your website data, identify its difference from Bounce Rate, and connect it to Google Analytics and Facebook Analytics.
Minimizing exit rate is one of the best ways to improve your website performance and customer experience. By definition, exit rate is “the percentage of visitors to a page on the website from which they exit the website to a different website” (thanks, Wikipedia!). More specifically, we like to look at exit rate as the tool to best identify your best- and worst-performing pages. While the metric seems simple on the surface, it gives valuable insights into areas of future growth and improvement. We'll take you through how to calculate this metric, how to understand it in the context of your industry, and how to apply it to the platforms you're using now.
You can calculate exit rate by dividing the total amount of exits from a page by the total amount of visits to that page. Exit rates can be calculated for various time-periods (i.e. day, week, month, year), and, as mentioned above, are intended for different pages within a website.
If you’re confused about how to define the total amount of exits and the total amount of visits, we’ve included some nifty explanations below:
At this point, it’s also worth mentioning bounce rate, which gets commonly confused with exit rate. Bounce rate only includes exits from users that visited exactly one page within the website. So, my former website behavior (visiting Lido Home > Blog > Metrics > exit) would not count towards the bounce rate, but a path like Lido Home > exit would count. To calculate bounce rate, you can divide the total amount of one-page visits for a page by the total amount of entrances to that page. If you’d like more of an explanation, visit our bounce rate metric page.
When choosing what to include in your calculations, remember: consistency is key! That means, if you track your exit rate on a weekly basis, you should compare weekly exit rates over time. Having consistent metrics will allow you to better identify patterns and the causes of good or bad performance. For instance, if, over the past few weeks, you’ve placed more internal links in your blog posts and exit rate for blog posts decreased, then you’ll know that action was effective in keeping traffic on your website!
Again, as you begin (consistently) monitoring exit rates, you’ll be able to find insights specific to your strategy. Of course, it’s also important to understand exit rates in the context of your website. For instance, a high exit rate for an Order Confirmation page or Thank You page makes sense since it’s likely the end of your customer’s journey for that visit. On the other hand, a high exit rate for a Cart Summary page or any page right before checkout may cause some alarm. At that point, it would be worth investigating what’s making people leave, whether it be slow page speed or mobile-unfriendliness.
While you can find your exit rate in a variety of ways, we’ve identified popular platforms that are particularly relevant. These may be good places to begin if you’re getting started with this metric:
While exit rate is easy to calculate, it’s important to keep in mind that exit rate is one of many valuable metrics to track your performance. If you don’t want to spend hours at the end of the month juggling numbers from your Google Analytics and Facebook accounts, consider trying Lido. Lido can help you build a dashboard to monitor your data and give a look into how your key metrics (such as exit rate) change over time.
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