What exit rate is: the rate at which visitors to a site click away to a different site from a specific page.
What exit rate is not: bounce rate.
Why we care about exit rate: Confusing exit rate and bounce rate can mess up your analysis of your site’s performance. Be sure to keep clear that the exit rate is specific to a page within your site, and it’s the number of visitors that exit your site on that specific page. It has nothing to do with how many pages a visitor has viewed.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.