Whats the difference between the bounce rate and exit rate in Google Analytics?

A question I have been asked many times is – whats the difference between bounce and exit rates in Google Analytics?

Bounce rate:

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.

Exit rate:

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

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This post was written by , Dave is a digital marketer specialising in SEO and PPC, and can be followed on Twitter, Facebook, LinkedIn and Google+.

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