E-commerce Glossary

Exit Rate

Percentage of visitors who leave your site from a specific page.

Exit rate measures the proportion of visitors who leave the site from a given page, regardless of how many pages they viewed before. It differs from bounce rate which only considers single-page sessions.

Calculation: Page exit rate = Exits from this page / Views of this page x 100. An order confirmation page will naturally have a high exit rate, unlike a product page.

Analyzing exit rates helps identify pages that drive visitors away wrongly: cart with unexpected shipping fees, form too long, technical errors. A page with an abnormally high exit rate deserves a UX investigation.

Fullmetrix identifies critical funnel pages with the highest exit rates to prioritize your user experience optimizations.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
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