Exit Rate Vs. Bounce Rate: What's the difference

Safalta expert Published by: Ishika Jain Updated Fri, 10 Mar 2023 05:28 PM IST


When and where users depart a site are reported by both the exit rate and bounce rate. The distinction is that while bounces only happen in single-page sessions, exits happen at the end of every session.

The success of a website can be determined using a variety of relevant metrics. Two frequently analyzed formulas that provide website administrators website administrators useful data on the level of involvement of their audience are bounced and exit rates. Understanding the way to examine each of the two indicators is crucial for effective audience outreach. In this blog, we'll understand what is bounce and exit rates, why each is significant, and the main distinctions between the two measures.

Table of Content:
What is the bounce rate?
What makes bounce rate crucial?
What is the exit rate?
What makes the exit rate crucial?
Exit rate versus bounce rate

What is the bounce rate?
A website's bounce rate is a measure counting the number of one-time visits. When a visitor to a website only views one page before leaving the site without clicking anything, this is known as a single-engagement or single-page session.

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Source: safalta

A user may leave a website by shutting their browser, pressing the "back" button, or taking some other action.

A bounce is when someone browses the website of an online retailer but leaves without clicking on any of the links or menu items. Bounce rates tend to compare the number of views a website receives to the number of single-engagement sessions that occur there. The bounce rate is determined using the following formula:

                    Bounce rate = total single-page website visits / total website visits

What makes bounce rate crucial?
For website designers and business owners, bounce rate is crucial as it provides an accurate picture of how visitors interact with a website. If a website has a high bounce rate, it may not be encouraging visitors to investigate its contents. When visitors want to explore a website and interact with the material, it can fulfill its objective more successfully.

Several situations can benefit from bounce rate analysis. For instance, the proprietor of a website who is selling goods can utilize the bounce rates to plan out novel ways to boost consumer engagement and sales. A government organization, on the other hand, might look at the bounce rate to assess how likely users are to browse the website and learn about its issues.

 What is the exit rate?

Exit rate is a statistic indicating the number of people leaving a website after visiting it in comparison to how many times it has been seen overall. A user might visit a website and end up on the homepage.  They visit another page on the website before leaving for whatever reason. This is an exit, not a bounce as they visited more than just the first webpage. Not all exits are bounces, but all bounces are exits. The exit rate can be calculated using the following formula:

                                    Exit rate = Total website exits / Total website visits

What makes the exit rate crucial?
The exit rate calculation is crucial for identifying problems with particular website pages. For instance, a clothes website can use exit rates to determine which page visitors view most frequently before choosing to leave the site. A problem with the product or the page design may be evident if a particular product page has a noticeably higher exit rate than some other products on the website. Owners of websites can utilize these analytics to pinpoint client problems and plan creative solutions.

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Exit rate versus bounce rate
Although these measures might offer useful information, it's critical to comprehend the differences. Instead of utilizing the two metrics interchangeably, recognizing the objective of each one can help in interpreting each rate properly. This update can be utilized to enhance the website and make it more user-friendly. The following are the primary variations between exit rates and bounce rates:

Visitors to pages
The amount of pages a person views while on a particular website makes a significant distinction between bounce rates and exit rates. When this happens, the user just stays on the first page before leaving and exits a webpage whenever they click the back button, irrespective of whether it was the only page they visited on the website. Because of the number of page views, all bounces are also exits, but not all exits are bounces.

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Order of web pages visited
The sequence in which users visit the websites is another distinction between the two measures. The initial and final page that loads when a person accesses a website is always referred to as the bounce rate. A bounce rate simply records information on a website's home page. The last page a person visits on a website before leaving is always referred to as the exit rate implying that it gathers more information on each webpage overall.

The consequences of both indicators are another significant distinction between exit rates and bounce rates. Some people may periodically compare their website's bounce and exit rates to evaluate its effectiveness. Yet, depending on the difficulty that is encountered,  one or the other is given more priority. As the user doesn't browse to any pages other than the one that has just loaded, high bounce rates often indicate that the user isn't actively using the website. To better engage visitors with the featured content, the entire website might need to be optimized.

Exit rates, on the other hand, can point to a more particular problem with a webpage. If visitors to a website typically navigate between several pages but leave on the same few pages, there might be problems with those particular pages. For instance, they could not like the way the "Product" webpage looks. Understanding which page causes users to leave can help in modifying that page's content to increase engagement. To effectively gauge user engagement, it is best to employ both. When and where users depart a site are reported by both the exit rate and bounce rate. The distinction is that while bounces only happen in single-page sessions, exits happen at the end of every session.

Which is more crucial, the exit rate or the bounce rate?

When examining the visitor experience and funnel of your website, it makes sense to prioritise exit rate over bounce rate. Exit rate takes into account all exits, as opposed to bounce rate, which simply captures user loss when users arrive at that page directly.

What distinguishes a "exit" from a "bounce" in Google Analytics?

When and where users depart your site are reported by both the exit rate and bounce rate. The distinction is that while bounces only happen in single-page sessions, exits happen at the conclusion of every session.

How is the exit rate determined?

By dividing the total number of exits from a page by the total number of visits to that page, the exit rate can be computed. Exit rates are intended for different pages within a website and can be measured for various time periods (such as day, week, month, and year).

Is 55% bounce rate good?

According to Semrush data, the average bounce rate is between 41% and 55%, with a range between 26% and 40% being ideal, and anything over 46% being deemed "excessive."

What is bounce rate's opposite?

The engagement rate's opposite is the bounce rate.

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