Exit rate is the percentage of all pageviews for a specific page where that page was the last one viewed. If your pricing page was viewed 1,000 times and 400 of those views were the last before the visitor left, the exit rate is 40%. Unlike bounce rate, exit rate includes visitors who browsed multiple pages before leaving — they engaged with your site but chose this page as their exit.
Every page has an exit rate — it's impossible for it to be zero because everyone has to leave eventually. The question is whether the exit rate is appropriate for the page's role. A thank-you page should have a near-100% exit rate. A pricing page with an 80% exit rate? That's a problem — people are considering your pricing and deciding "no."
Using exit rate diagnostically
Compare exit rates across pages in the same funnel. If your features page has a 30% exit rate but your pricing page has a 70% exit rate, the pricing page is the leak. Visitors are interested enough to explore features but bail when they see the price. That suggests a pricing communication problem, not a product problem.
For landing pages specifically, exit rate is less useful than bounce rate because most landing pages are single-page experiences. Where exit rate shines is in multi-page flows: lead magnets that link to a signup page, product pages that link to checkout, or content hubs that funnel toward a conversion page. Track exit rate at each step to find where the flow breaks.