Bounce Rate Vs Exit Rate – The Difference & Importance

Looking at your analytics and wondering what ‘Bounce Rate’ and ‘Exit Rate’ are? Bounce Rate Vs Exit Rate explains the difference between the two – and why they are important measures for your website and bushiness success.

Bounce Rate Vs Exit Rate – Bounce Rate

Bounce rate simply explained is the percentage of visitors who land on a page of your website and then leave the website. Bounce rate is measured by each page and summarised on Google Analytics for the whole site (or the sum of all pages).
Bounce Rate Vs Exit Rate

Bounce Rate Vs Exit Rate -This websites analytics for yesterday

If 100 visitors land on a page and 50 of them spend time on a page, WITHOUT GOING TO ANOTHER PAGE, then 50 visitors have ‘bounced’ and your bounce rate is 50%. If the other 50 visitors visit a second page they have not ‘bounced’ and will not count in the bounce rate.

Bounce Rate Vs Exit Rate – Why Is Bounce Rate Important?

There is an old saying “You can please some of the people, some of the time – you cannot please all of the people, all of the time”. Every website will have people who visit and then leave.  This is not always a bad thing – but if a high percentage do this, it means changes may need to be made to your site. If your bounce rate is consistently below 25% – well done you have ‘cracked it’. If your website bounce rate is below 35% – relax you are on the right track and only a few tweaks may need to be made. If your website bounce rate is between 35% and 60% – changes are definitely required. If your website is bounce rate is over 60% – you need to think again about your website.  Especially the ‘keywords’ on the page, the content and engagement. There are exceptions.  If you are a business with a specific service or product and the website is optimised well – you could have great interaction, may be making sales and yet still have a high bounce rate. For example, you are an ‘Emergency Plumber” based in Bristol, UK.  You have a webpage aimed at the keyword “Emergency Plumber In Bristol” which ranks well and gets lots of visitors. On this page is great copy about how fast, reliable and great value for money the Plumber is. At the top of the page is a telephone number.  It is more than likely that if I need an emergency plumber and like what I see – I will call the plumber and leave the website. 1 visitor = 1 sale = 100% Bounce rate. It is widely rumoured that search engines, like Google, use bounce rate as a ‘poll’ of how beneficial to the user your website is.  Google wants to put good, useful content in front of the people that search for a term or keyword.  If a high number of people find your website for a search term and then leave – it may determine that your content is not beneficial to the user and rank you less. It is worth noting that although very widely rumoured that Google uses actual ‘bounce rate’ from your site, or a calculation of bounce from the Google results page, to your website and back to the search engine – Google STRENUOUSLY deny they use Google analytics for any measurement against ‘search engine rankings’.

Bounce Rate Vs Exit Rate – How To Improve Bounce Rate?

Firstly, the content on the page must match the keyword or search term you are trying to attract.  This may be obvious, but is often overlooked.  I have seen a website for ‘an emergency plumber based in Bristol’ who has a home page with just a phone number (not any content), then different pages for each area within Bristol – with 600 words about garage doors??!! Also a music video.  No surprise that the website struggles to make page 10.  I would put money on the fact that the bounce rate is 90%+. Secondly, have content that engages the visitor – a video about your business, video testimonials – this may not improve the bounce rate, but will counteract the bounce rate with a higher ‘time on page’. (It will also get you a higher conversion rate and sales). It may improve your bounce rate as people go to other pages to see even more relevant content. Lastly, have alternative information or solutions available on another page you could link to. This could be ‘related posts’ articles on the page (see our related posts at the bottom of the page), it could be an alternative solution (see our Learn SEO page to see how we offer ‘Training For Website Developers’ and ‘Training For Business Owners” links which may be more relevant to the visitor). In the case of the example used, ‘Emergency Plumber In Bristol’ – a link from the Emergency Plumbing to the ‘normal plumbing page’ (with anchor text of ‘save money by not having an Emergency plumber) will decrease the bounce rate.

Bounce Rate Vs Exit Rate – Exit Rate

The ‘Exit Rate’ measures the percentage of people that leave your website from a specific page. Where ‘Bounce Rate’ measures people entering your site, ‘Exit Rate’ where they leave the site and by which page. Although we have name the article Bounce Rate Vs Exit Rate – they are two separate measures (often confused)

Bounce Rate Vs Exit Rate – What is A Good Exit Rate?

Unfortunately, there is no generic answer to either “what is a good exit rate” or even “what is a bad exit rate”. Every visitor to every website WILL leave the website.  The measure of where they do it is the ‘exit rate’. How, and when they leave your website can be good or bad depending on the ‘behaviour flow’ indicated within the Google Analytics. If a visitor hits your home page and then visits another 2 or 3 pages and leaves – the ‘exit’ will be measured on the third page.  Is the third page a poor page? Or has the visitor found all the information they needed? If you found this site through a search for ‘Bounce Rate Vs Exit Rate’ you may read this and see the related post on ‘Article On Related Posts‘ and decide to read this. You may go on to find a course near you and then the contact page. If you took this journey the ‘contact page’ would be the exit point. Is this a negative journey? If however your website has a page with a very high exit rate (over 60% as a very generic guide) you may want to look at this page to see what could be driving people away from the site – review the keywords, copy and engagement.

Bounce Rate Vs Exit Rate – Why Are They Different For The Same Page?

Remember, Bounce rate is where people enter the site, exit rate where they leave. Using our example of the ‘Emergency plumber in Bristol’ – if 100 people find this page in the organic listings and visited the page, they could leave the page (100% bounce rate) or they could go to the contact page and then leave the site (bounce rate 0% – contact page exit rate  of 100%). If 50 people found the ‘contact page’ by searching “telephone number for emergency plumber bristol” and the site left after calling the Plumber and left the site (50% bounce rate) if another 150 visitors found the contact page by coming from the home page (the bounce rate would be 200/50=25% – the exit rate would 200 of 200= 100%) This concludes our article on “Bounce Rate Vs Exit Rate

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