What Is Exit Rate?

Exit rate is the percentage of visits where a specific page is the last one viewed before a user leaves your site or app. Unlike bounce rate, which tracks single-page sessions, exit rate considers all visits and shows you which pages end people’s journeys.

Why Exit Rate Matters for Brands and Creators

Knowing your exit rate tells you which pages aren’t holding attention or leading visitors down the funnel. For DTC brands, a high exit rate on a product page could mean confusing pricing or missing calls to action. For influencers, seeing a spike in exit rate on a blog post or landing page might signal that your external link landed people somewhere they didn’t want to be.

Exit Rate vs. Bounce Rate: Clearing Up Confusion

- Bounce Rate: Someone lands on a page and leaves without clicking anywhere else.

- Exit Rate: Someone may have browsed multiple pages and then left from this one.

A page can have a low bounce rate but a high exit rate if people click around and then exit there. Tracking both gives you a full picture.

How Exit Rate Works in Influencer Marketing

Imagine you’re an influencer promoting a new skincare serum:

1. You share a swipe-up link on Instagram Stories leading to a blog post review.

2. A reader clicks the link, reads the post, then clicks “Shop Now” to visit the product page.

3. If they leave without buying, the exit rate on that product page climbs.

By analyzing which page lost them, you can tweak your review, adjust product page copy, or change the CTA.

Common Misconceptions and Variations

1. "High exit rate always means bad content."

Not necessarily. People might finish reading a full blog post and leave—this could be a success. Context matters.

2. "Exit rate is the same across all devices."

Exit rates often vary between mobile and desktop. A checkout form might frustrate mobile users more.

3. "You only need overall exit rate."

Segment by traffic source (social, email, ads) or campaign (influencer A vs. B) to pinpoint issues.

Practical Tips to Improve Exit Rates

- Improve page load speed: Slow pages frustrate visitors.

- Strengthen CTAs: Use clear, action-oriented buttons or links.

- Refine content flow: Make sure information is scannable with headings and bullet points.

- A/B test layouts: Try different headlines, images, or button colors.

- Add related content: On blog posts, link to other articles to keep readers exploring.

- Personalize messages: Use UTM parameters to match landing pages with each influencer’s style.

Wrap-Up

Exit rate helps you understand where your audience drops off, whether you’re running an influencer campaign or managing product pages. Track it alongside bounce rate, segment your data, and apply these tips to keep visitors engaged and boost conversions.