Exit rate measures the percentage of visitors who leave a website from a specific page, regardless of how many other pages they viewed during their session. It helps marketers understand where user journeys naturally conclude and where potential drop-off points occur.
In B2B marketing, analysing exit rate can reveal weak spots in the buyer experience, such as unclear messaging, poor navigation, or a lack of compelling next steps. High exit rates on key pages like product overviews or content hubs may signal friction or missed opportunities to convert interest into action.
Improving exit rate performance involves strengthening user flow and intent alignment. This can include refining page structure, enhancing internal linking, adding contextual CTAs, or introducing content pathways that guide visitors deeper into the journey and closer to conversion.
