What is an Exit Page?

An exit page is the last page a visitor views before leaving your website. Every session ends somewhere, and the exit page is where that happens.

Understanding your exit pages helps you figure out where visitors are dropping off—and whether that's a problem or perfectly normal.

A visitor leaving from your thank-you page after a purchase is a success. A visitor leaving from your checkout page before completing their order is a red flag.

Exit Page vs Entry Page

An entry page is the first page of a session. An exit page is the last. Together, they frame the visitor's journey through your site.

The same page can serve as both an entry page and an exit page—even within the same session. When a visitor lands on a page and leaves without visiting any other page, that page is both the entry and exit page. That's a bounce.

Exit Page vs Exit Rate

These are related but different concepts.

An exit page is the actual page where a session ends. It's a specific page on your site—like your pricing page, your blog, or your checkout page.

Exit rate is a metric. It's the percentage of all pageviews for a given page that were the last in the session. A page can have a high exit rate (many sessions end there relative to how often it's viewed) or a low exit rate (visitors usually continue to other pages after viewing it).

In short: exit page tells you where people leave. Exit rate tells you how often they leave from a specific page.

When Exit Pages Are Fine

Not every exit page is a problem. Some pages are natural endpoints:

Thank-you and confirmation pages. If a visitor completes a purchase, signs up, or submits a form and then leaves, that's exactly what you want. The session was a success.

Contact pages. Visitors often come to get a phone number, email, or address. Once they have it, there's no reason to keep browsing—they're going to pick up the phone or send an email.

Blog posts and articles. Readers often find what they need and leave. Someone who reads your entire article and leaves satisfied is not the same as someone who bounces in 3 seconds, even though both show up as exits.

Documentation and help pages. If someone finds the answer to their question, leaving is a good outcome.

When Exit Pages Are a Problem

Exit pages become concerning when visitors are leaving from pages designed to move them forward in a journey:

Checkout pages. If your cart or payment page is a top exit page, something is causing friction. Common culprits include unexpected shipping costs, a confusing form, limited payment options, or trust concerns.

Pricing pages. Some exits here are natural (not everyone is ready to buy), but an unusually high exit rate on pricing suggests sticker shock, unclear value, or missing information visitors need to make a decision.

Signup or registration forms. If visitors start filling out a form and leave before completing it, the form might be too long, ask for too much information, or have a technical issue.

Product pages. When visitors view a product and leave without adding it to cart, the page may not be doing enough to convince them—unclear descriptions, poor images, or missing reviews.

How to Analyze Your Exit Pages

Raw exit page data by itself isn't very useful. The key is comparing and segmenting:

Compare exit rates across similar pages. A 60% exit rate on a blog post is normal. A 60% exit rate on a checkout page is a problem. Compare pages of the same type against each other to find outliers.

Segment by traffic source. A page might have a normal exit rate for organic visitors but an abnormally high exit rate for paid traffic. That tells you the issue isn't the page itself—it's a mismatch between ad expectations and page content. Visitor segmentation helps surface these patterns.

Track changes over time. If a page that previously had a low exit rate suddenly spikes, something changed. A new design, broken functionality, or content update may be the cause.