Bounce Rate vs Exit Rate – 3 Tips to Improve Bounce Rate

There are multiple factors on which the performance of our site depends. Two of the important factor is Bounce rate vs Exit rate.

In Google Analytics, there are certain metrics that show how your site is performing and the thing you must consider to improve your site performance.

Bounce rate and Exit rate are the two important metrics you must consider to improve the performance of your site. It is crucial to track your website exit and bounce rate, it provides you with insight on how your website is performing and users’ engagement with your site.

You must use this insight to make changes in your site and improve your site experience with users or audiences and make sure your site delivers what your readers actually want.

Many times exit rate and bounce rate are misunderstood and people think this is the same concept but there is a difference between bounce rate vs exit rate.

In this article you will understand Bounce rate vs Exit rate, and What is the difference between bounce rate and exit rate.

Bounce Rate vs Exit Rate

Bounce rate is the percentage of time users bounce back (leave the site) without visiting any of your other pages. Bounce rate is calculated by a number of bounce happen with a total number of page views in a single session.

Bounce rate is the number of visitors who landed on your site and without visiting other pages left the site. If the bounce rate is high there must be a problem with that single page or your website.

Bounce rate always varies for different pages, like your contact us and about us page will have a higher bounce rate. Because visitors only want to contact you by visiting the contact us page or want to get an insight into your site by checking the about us page.

On the other hand, your blog post must have a lower bounce rate, if it’s higher then users are not engaging with your post and you must make changes in that post. Your post must be user-friendly and understandable and visitors must perform certain actions like comment or share their views regarding your post.

A higher bounce rate is a bad signal for your website and can have serious problems ranking in search engines.

To check the bounce rate of your website you can go to the Audience- Overview report

Exit rate is the number of time user have “Exited” or “Bounce back” from another page, that is visiting other pages after the landing page. In Exit rate, users usually visit more than one page in a session.

Every page of your website has an exit rate, higher exit rate is not always considered a bad user experience. If the user completes any action such as filling the form or completing a purchase in the case exit rate is not counted.

When a visitor finds what they are looking for such as the answer to a query or any other information they tend to exit from your website, in this case, you must not consider it as a high exit rate.

You must track your pages it will give you good data of pages that have a high exit rate. By analyzing data you will able to determine which page has a higher exit rate and can improve the quality of that page.

You can check exit rate in Behavior- Site Content- All Pages

What is the difference between bounce rate and exit rate?

Bounce rate and exit rate have a different understanding in Google analytics. Though both metrics are somewhat the same they do differ from each other. Google Analytics considers bounce rate and exit rate as two different factors.

The main goal of bounce rate and exit rate is to calculate the percentage of people who are visiting the site and how long they are spending on site.  Bounce rate is the percentage of people bouncing back of your site immediately without accessing other pages.

Exit rate is the percentage of people who land at your site and access other pages and then exit the site. In one session users can visit multiple pages like contact us or any other blog post and then exit from the site, in that case, it is not considered a bounce rate.

Bounce rate is only recorded why the user immediately exits the site from the page it has entered. Whereas exit rate is recorded when users visit multiple pages of the same site and do not bounce back from the landing page.

We can understand the difference between bounce rate and exit rate with an example:

Suppose a website has three pages “Contact us“, “About us” and “Privacy Policy“.

There are a total of three sessions on the website

  • Session 1=User>Contact us> Exit
  • Session 2=User>About us>Privacy Policy>Exit
  • Session 3=User>Contact us>About us >Privacy Policy>Exit>

In all the three-session, there was only one Bounce.

Though exit happens on all sessions, bounces occur only in session 1, because users did not visit any other page they bounce back of the site as soon as they landed on the site.

In session 2 and session 3 users at least visited two other pages before bouncing back.

For all the above session Google analytics would show the report like this:

  • Contact us –  2 Landing page – 1 page views – 50% bounce rate – 50% exit rate
  • About us – 1 Landing page – 1 page views – 50% exit rate
  • Privacy Policy – 1 Landing page – 1 page views – 50% exit rate

A high bounce rate doesn’t mean always a high exit rate, a user may find the landing page as intrigue and visit other pages where there will be no bounce rate as the user is experiencing other pages as well.

How to Reduce High Bounce Rates

There are multiple factors that lead to a high bounce rate like hosting, if your server doesn’t respond while loading a site user might bounce back and visit some other site. Below I have listed 3 tips to reduce the high bounce rate

  1. Make your website mobile friendly
  2. Ensure users are not disturbed by annoying ads or pop-ups
  3. Try to provide valuable content and improve user experience

Conclusion on Bounce Rate vs Exit Rate

By now you must have good insight of Bounce Rate vs Exit Rate. Though bounce and exit rate have many similarities there is certain differences among them.

Bounce rate is the percentage of  people who bounce back from the landing page or the from the page they have entered your site. You can improve bounce rate by changing UX of your site, providing quality content and so on. Always remember that high bounce rate does not mean high exit rate.

Exit rate is the percentage of people who exit the site after visiting one or more pages of your site, it means user have visited multiple different pages before exiting your site. There is not much you can do to improve your site exit rate, because once the user goal is fulfill like buying of product or filling a form user will eventually leave the site.

Both bounce rate and exit rate are important metric to get insight of how your site is performing and if user are engaging with your site or just bouncing back to other site. You must scrutinize the data and implement changes accordingly which will help visitor to engage with our site and fulfill their needs.

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