Even though Google Analytics has become a constant presence in our, lives, a lot of its notions and principles still baffle many of us. If you use it on a daily or weekly basis to measure the performance of your website, then one of the main things you need to know about is bounce rate vs exit rate. How are they calculated and what exactly sets them apart?
The bounce rate can be calculated as long as it meets the following conditions.
- The session has to start with the page you want to know about.
- The user has to leave the website for good in the same session.
- There was no interaction whatsoever with that page nor with any other page of the website in that particular session.
The first rule is highly important because that’s the one people typically miss out on.
Here is how Google describes the bounce rate in a technical way.
‘For all sessions that start with the page, Bounce Rate is the percentage that was the only one of the session.’
It’s very simple to understand. If Google Analytics says that your bounce rate is, for example, 73 percent, then that means the following. 73 percent of all the people who have visited your website landed on a single page, did nothing while they were there and then left.
If you manage to decrease this percentage, then you improve the bounce rate. Here are a few pointers on how to do that.
- Make sure all your content is relevant, high-quality, and up-to-date.
- Add some links to your content.
- Define calls to action in the content that might make the user spend more time on the page or visit other pages of your website.
You might also like – How to Use Google Analytics: The Basics
The difference between the bounce rate and the exit rate is that the latter will take into consideration all the pageviews for the one page you are trying to find out more details about. As far as similarities to the bounce rate go, it too will document on what page the user left the website.
The exit rate is very useful if you are trying to track which one of your page is causing the most drop-offs. However, it may also serve to indicate if the appropriate pages are the cause of people leaving your website.
Here is Google’s definition of it.
‘for all pageviews to the page, Exit Rate is the percentage that was the last in the session.’
Which One Should You Choose?
Now you are well versed in the bounce rate vs exit rate terminology. Choosing one over the other depends on what you have to track. Do you want to know how much users engage with your website overall or which pages are causing them to leave so that you can improve them?
Bounce rate vs exit rate doesn’t hate to be a battle of one versus the other. Learn about both of them and master Google Analytics. It will help you improve the quality of your website and, in the long run, the quality of your business.