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Difference between exit rate and bounce rate

Ever wonder which is the difference between exit rate and bounce rate? If you are familiar with Google Analytics, you might have seen both terms and might be confuse about their definition and meaning. Following, we will explain the main differences between them and how to improve them.

What is exit rate?

The exit rate is the percentage of users who have left a page but have previously visited a previous one. The calculation is taken from the amount of visitors that leave your website divided by the total amount of visits. For the exit rate we should learn that by improving this metric, we will as well be improving the overall bounce rate. The aim is to make our customer keep moving towards the conversion funnel.

So how do we do that? well, make the page the most relevant possible for the visitor. If the visitor comes from a ppc ad which has been triggered by a specific keyword, make sure the content of your landing page is related with that keyword. On the other hand, analyze from which device your visitors come from, make sure you have your website optimize for mobile and tablets.

What is bounce rate?

On the other hand, the bounce rate is calculated from all the users who have visited your website but have not interacted with your page and have left it from the same landing page the user came. As for example, it could be someone that has clicked on your ad in a search engine and once in your landing page, have left your site.

As for Google Analytics, the bounce rate takes into consideration the session of a user. By default, Google Analytics has set 30 minutes for each session. Therefore, depending on the purpose of your landing page, that you might be interested in adjusting how much a session last. For example, if you have a blog, it might be that your visitors do not need to interact with your page and therefore, any interpretation of the bounce rate would be wrong. In this case, we recommend you to adjust the session time or to create events to measure users’ interaction with your content.

If your landing page purpose is that the user performs an specific action such as purchasing or filling a form, and your bounce rate is high, then you should analyse what’s going on in that page. What is high? well, the exact amount is different for every site. There are plenty of factors that might affect the bounce rate such as the page speed, the usability or the amount of products listed. As an example, it is said that the average for eCommerce bounce rate is 14%. This amount increases if it is a small eCommerce, then it goes up to 34%. On the other hand, if it is a large eCommerce the percentage decreases to 9%.

What else? Perform A/B tests and try to change colors, content, offers… by that you will be able to find new ways to increase your time per page view and hopefully the conversion rate of your webpage.

How to improve your exit and bounce rate

So as we have been saying previously, by improving the exit rate, we will be improving the conversion rate as well. For doing that you should check the following:

  • Relevance on your landing page. Make sure your content works according with what the user might expect. Clarity and rich definitions are always working fine. The more information is given to the user, the less uncertainty.
  • Page Speed. Make sure your landing page loads fast and has no complications in any device (mobile, tablet, desktop, laptops…)
  • User usability. Make your webpage clean, beware of the amount of banners you have or the structure of it. Is it intuitive to navigate at?
  • Perform A/B tests. Perform tests, change Call-to-actions, offers, colors..!

As you might guess those are plenty of things to do and there is never enough optimization. Keep trying, testing and analyzing.


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