A question I have been asked many times is – whats the difference between bounce and exit rates in Google Analytics?
The bounce rate is the percentage of users that visit your site and leave from the entrance page.
Typically a high bounce rate suggests that your web visitors are only viewing a single page and leaving. A high bounce rate is not a great thing because you want your website users to view more than one page.
I would say a bounce rate below 35% is very good. Anything higher than 55% is not great and requires work.
The exit rate is the percentage of visitors that leave your website from a page based on the number of visits to that page. To break this down, if 10 users visit a page and 1 leaves your website, your exit rate would be 10%.
Things you can do to improve your bounce and exit rates:
To decrease your bounce rates and exit rates, I would advise the follow:
- Make the content more engaging
- Add call to actions to other related web pages
- Improve upon internal linking structures
- Encourage the user to view related articles
- Add features and benefits to web copy to entice them to view further information on your website