Is your site performing well?
It’s the fundamental question answered by analytics.
And in the world of web analytics, there are loads of metrics available for analyzing the performance of your site.
One such metric is exit rate, a metric which is often misunderstood, leading to questions like, “What is a good exit rate for a website?”
The truth is, that question is nonsensical, and here’s why…
Your site doesn’t have an exit rate
Exit rate measures how often a page is the last page in a session whenever it’s viewed. It can only be used to understand the performance of individual pages.
If you’re looking for a site-wide metric, you’re probably more interested in bounce rate.
The exit rate of your website, and every other website for that matter, is 100% because every visitor eventually exits.
Exit rate vs bounce rate
Unlike exit rate, which is a page metric, bounce rate is much more versatile and can be measured for your site as a whole.
Bounce rate measures the percentage of single-page sessions. It tells you how often someone visits your site and leaves after viewing just one page. A bounce rate of 50% means that half of your visitors only looked at one page before leaving.
On the other hand, the exit rate tells you how likely someone is to leave your site when they view a certain page.
We have a much more detailed comparison between these metrics here:
Now that you’ve learned a bit about how these two metrics work, let’s get into some benchmarks for both exit rate and bounce rate.
What’s a good bounce rate?
A good bounce rate is highly dependent on the type of site.
With that said, here are some benchmarks you can use to check if your site is performing above or below average:
- Blogs: 65-90%
- Landing pages: 60-90%
- B2B websites: 25-55%
- eCommerce: 20-45%
As you can see, the average bounce rate varies wildly based on the type of site.
You might be worried if your blog has a bounce rate of 85%, but that would be totally normal. The reason is that most visitors will come from Google, find the answer they need in one post, and then leave. There’s nothing wrong with your site; that’s just how people behave.
Alternatively, an eCommerce site with a bounce rate of 85% would be a huge failure. Normally, visitors will at least browse a few items before leaving, and that’s why the bounce rate tends to be much lower.
You can learn more about the bounce rate metric and how to optimize for it here:
Next up, let’s cover some exit rate benchmarks.
What’s a good exit rate?
Exit rates vary based on the type of page, the same way that bounce rates vary based on the type of site.
Here are some rough estimates of what healthy exit rates look like for different types of pages:
- Article: 60-90%
- Homepage: 40-60%
- Product page: 40-60%
- Category page: 20-40%
Exit rates are higher than bounce rates due to the nature of the metric.
If you are seeing a much higher exit rate on any page on your site, check it for obvious issues like broken formatting, missing images, or a misleading title.
A simple tactic for reducing the exit rate of a page (and the bounce rate) is to drive visitors from high-exit-rate pages to low-exit-rate pages. You can do this via smart internal linking and exit-intent popups.
Of course, you can only optimize a page’s exit rate if you first know how to track it.
How to track exit rates
If you’re unsure how to track the exit rates of your pages, you can install our free WordPress plugin, Independent Analytics.
It installs in seconds and begins tracking right away. You’ll see your visitors and a wealth of metrics all inside the WordPress admin dashboard.
In the data table, you can enable the Exit Rate column to view the exit rate of every page on your site. You can evaluate it alongside other metrics like bounce rate and total exits too.
Sorting by exit rate will allow you to easily find the pages where your visitors are most (and least) likely to exit.
As you browse this data, you should see patterns that match the benchmarks above. For instance, your category archives should top the list as the lowest exit rate pages, and your articles should have the highest exit rates.
Optimize your pages for exit rate
In this guide, you’ve learned that your site doesn’t have an exit rate, but rather, each page on your site has its own unique exit rate.
Additionally, bounce rate is a good site-wide metric for understanding how often people quickly exit your website.
If you’re using WordPress and need a good tool to track the exit rates of your pages, you can use our free plugin:
It makes it easy to evaluate the exit rate of every page, as well as the bounce rate of your site and individual pages.
Thanks for reading this guide on what a good exit rate is, and please post below if you have any questions or comments.