Analytics Glossary

Exit Pages

The last page people see before they go — and whether that is good news or bad.

An exit page is the last page a visitor views before leaving your website. Every session ends somewhere, so every session has an exit page — the useful signal is which pages end a disproportionate share of visits, measured as an exit rate (the percentage of views of a page that were the last view of a session).

Not all exits are problems. A high exit rate on a “thank you” page after a form submission is expected and healthy — the visitor finished what they came to do. A high exit rate on your contact page can be fine too, if visitors grabbed your phone number and called. The exits that cost you money are the ones mid-journey: a pricing page, a product page, a checkout step. Those are where interest dies before it becomes a customer.

Reading exit pages alongside your top pages gives you a simple triage list: the pages most people see, ranked by how often they end the visit prematurely.

How it works

Crafty Meerkat groups each visitor’s page views into sessions and marks the final page of each session as its exit page. The dashboard aggregates these so you can see where visits end most often for any date range. Click a visitor’s name in the Recent Visitors table to see individual journeys — every page they viewed, in order, ending at their exit page — which often explains an exit better than any aggregate number can.

How to put it to work

1
Sort exits into “done” and “gone”
For each high-exit page, ask: did the visitor finish something here (order confirmation, directions, phone number) or give up? Only the “gone” pages need fixing.
2
Look at the page like a first-time visitor
Open the problem page fresh. Is the next step obvious? Is something missing — a price, a delivery answer, a reassurance — that a visitor would leave to find elsewhere?
3
Check scroll depth on the same page
If visitors exit AND stop scrolling at 40%, they never saw the bottom half. The fix may be moving key content up, not rewriting it.
4
Fix one page, then re-measure
Change one thing — a clearer call to action, an answered objection, a shorter form — and watch the exit rate over the following two weeks.

Tips from the den

◆Prioritize by traffic times exit rate: a 60% exit rate on a page with 30 views matters less than a 35% exit rate on a page with 2,000 views.
◆Session history is your friend: replaying five real journeys that ended on a problem page usually reveals the friction faster than any aggregate chart.
◆Add an annotation when you change a high-exit page, so the before-and-after is visible on your charts and your AI reports can credit the fix.

See it live — no signup

The demo dashboard runs on a real site with real traffic.

Open the live demo →

Common questions

What is the difference between exit rate and bounce rate?

Bounce rate counts sessions that started and ended on the same page with no further interaction — one page, in and out. Exit rate counts how often a page was the last one in a session of any length. A page can have a low bounce rate but a high exit rate: visitors arrive elsewhere, browse to it, and then leave from it.

Is a high exit rate always bad?

No. Confirmation pages, contact pages, and “directions to our shop” pages are supposed to end visits — the visitor completed their goal. A high exit rate is only a problem on pages that sit in the middle of a journey, like pricing or checkout steps, where leaving means the sale never happened.

Which exit pages should I fix first?

Start with pages that combine three things: lots of traffic, a high exit rate, and a job that is not “ending the visit”. A busy pricing page bleeding visitors outranks everything else on the fix list, because small improvements there compound across every future visitor.