Exit Page / Analytics Terms Exit Page An exit page is the last page a user views before leaving a website during a session. In web analytics, it helps identify where users tend to drop off and provides insights into the performance of individual pages. Exit pages are not inherently negative; a user might leave after completing a goal or finding the information they needed. However, a high exit rate on key pages can signal friction, confusion or a lack of clear next steps. Exit pages are tracked in tools such as Google Analytics, HubSpot and Adobe Analytics. Reports typically show which pages are most frequently exited, how often users leave from those pages and whether they align with the intended user journey. For example, a donation thank-you page is a logical and positive exit page, while an early-exit from a product page or contact form may highlight opportunities for improvement. Exit page data is often used alongside metrics such as bounce rate, time on page and conversion rate to inform site changes. Understanding exit pages supports better content design, navigation flow and call-to-action placement. Marketers and UX designers can use this information to identify content gaps, improve internal linking or test alternate layouts. For nonprofits, reducing early exits from donation pages can improve fundraising performance. For SaaS or B2B sites, optimising high-exit pricing or demo pages may increase conversions. Whether the goal is to retain, convert or inform, analysing exit pages helps ensure that users have a clear path forward.