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What Is Bounce rate And Exit Rate And How They Affect SEO

What Is Bounce rate And Exit Rate And How They Affect SEO

In This Post I Am Going To Tell You About What Is Bounce rate And Exit Rate And How They Affect SEO. Let me explain the difference between bounce rate and exit rate in simple terms, starting with their definitions, mathematical formulas, And Why They Important And How To Solve Them.

Bounce Rate:

Bounce rate is the percentage of people who landed on a page and immediately left. Bounces are always one page sessions.

High bounce rates are often bad, but it’s really a matter of context. Some queries may inherently generate high bounce rates. Specific informational queries might yield high bounce rates. If the page fulfills the query intent, there may be no further reason for the user to engage. It doesn’t mean it was a bad experience, it just means they got exactly what they wanted and nothing more.

A high bounce rate on a home page is usually a sign that something is wrong. But again, make sure you take a close look at the sources and keywords that are driving traffic. You might have a very low bounce rate for some keywords and very high for others. Maybe you’re getting a lot of StumbleUpon traffic which, by its very nature, has a high bounce rate.

Bounce rate is important but always make sure you look beyond the actual number.

Bounce Rate = Total Number of Bounces / Total Number of Visits

Exit Rate:

Exit rate is the percentage of people who left your site from that page. Exits may have viewed more than one page in a session. That means they may not have landed on that page, but simply found their way to it through site navigation.

Like bounce rates, high exit rates can often reveal problem areas on your site. But the same type of caution needs to be applied. If you have a paginated article – say four pages – and the exit rate on the last page is high, is that really a bad thing? They’ve reached the end of the article. It may be natural for them to leave at that point.

Of course, you’ll want to try different UX treatments for surfacing related articles or encourage social interactions to reduce the exit rate, but that it was high to begin with shouldn’t create panic.

Exit rate should be looked at within a relative navigation context. Pages that should naturally create further clicks, but don’t, are ripe for optimization.

Exit Rate = Total Number of Exits / Total Number of Page Views

How Bounce Rate and Exit Rate are different from each other?

Suppose, you have 1000 visits to the page.

  • Group 1 – 100 visits are from google search engine, that means this page is a landing page in this case.
  • Group 2 – 900 visits from visitors who visited this page after visiting other pages of your site.

Then, all 100 visitors from the first group exited your site after visiting the page.

So, bounce rate = 100%.

But only 50 visitors from the second group (900 visits) exited your site from this page.

According to above specified formula, exit rate = {(100+50) / 1000} * 100% = 15%.

Hope by now, you have figured out the differences between bounce rate and exit rate.

Why are Bounce Rate and Exit Rate Important?

Essentially, when you think like Google, you’re interpreting actions of users on a massive scale. Google has billions of searches every day. With that amount of data it can make certain assumptions about users and websites that you might not believe are even possible. As an example, Google knows that knives are associated with swords. For humans that is an easy conclusion to make, but for a robot that is an incredibly difficult conclusion to make. In the case of Google though, it has seen thousands of web pages with the keyword “knives” and has also seen that many of those web pages also list the keyword “swords”. Ah HA! In the eyes of Google, knives and swords go hand-in-hand!

Continuing with the “think like Google” theme, imagine a site that Google ranks on the first page of Google for a keyword search. Everyone wants to be on the first page of Google. Now, let’s imagine that this site ranking on the first page of Google gets a lot of traffic, but most of the traffic leaves the site in 5 seconds or less. A reasonable conclusion would be that the site isn’t a very good site because thousands of people click on the site and 95% of those people leave in 5 seconds or less. What could they possibly have gained in 5 seconds or less? Google tracks this and monitors the traffic of a site and how users react to the site. If those users are leaving immediately, Google isn’t going to leave that search result on the first page for long because Google’s goal is to provide the top 10 search results for every possible interpretation of a keyword search. So Your Site Goes Down And Your Organic Visitors Get Decrease.

On Other Hand , Is having a high exit rate bad? In pursuit determining whether Google is using analytics data to ranks SERPS, many marketers put undue focus and weight on factors like bounce rate and exit rate instead of taking a more holistic look at the statistics in relation to one another and what they really mean.

As an example, if you have an article series on the top 5 places to visit in the Caribbean, and you did it head and tail style, it would make sense that tail piece number 5 would have a higher exit rate than tail piece number 1. However, if your head piece has a high exit rate, then you probably didn’t do a good enough job of creating linkbait that matched your title.

So, Both metrics are important in web analytics and can help online marketing people glean insights from the data, but they are definitely used differently. Bounce Rate is extremely important for determining how your landing pages perform as compared to visitor expectations. For example, if you run paid search campaigns, then you know the importance of testing a landing page (optimizing the landing page). I find that bounce rate at the aggregate level doesn’t tell you very much (site level bounce rate), but I find that bounce rate at the page level is extremely useful. It actually makes a lot of sense if you think about it. For example, if you are driving paid search visitors to your landing page selling of Refrigerator and you have a 70% Bounce Rate on that page, you’ve got a problem. Why are that many visitors bouncing after clicking through your paid search ad and landing on a page that theoretically should be highly targeted? This is actually the fun part…digging into the data, optimizing the page, and using multivariate testing to lower your bounce rate and to increase conversion. As you can see, bounce rate can help you determine how well your landing pages perform (which directly affects revenue and ROAS).

In my opinion, Exit Rate is more important for determining which page in a process isn’t performing up to expectations. For example, if you have mapped out scent trails on your site (ala Persuasion Architecture), and you find visitors are exiting the site on a webpage that clearly is a stepping stone to a more important page, then you should probably take a hard look at that page’s content. Are the calls to action not compelling enough? Does the page provide content that throws off visitors? Is there a technical issue with the page? Does it take too long to load? So on and so forth. Note, that for specific processes like cart checkout, you should use funnel analysis, but analyzing exit rate for more open ended processes works well (like targeting a type of buyer and providing a scent trail for them to get to a registration form.)

How You Can Improve Bounce Rate And Exit Rate Of Your Site ?

This article begs a very important question — how do you improve dwell time?

I don’t want to be simplistic, but the answer really is simple, at least from a macroscopic level. The answer is killer content marketing. You must create good content in order to get good results. Keep your user in the front of your mind, and deliver purely awesome content.

That’s the easy-to-say/hard-to-do answer. However, there are a few additional practical tips that I can provide. These four guidelines will help to both decrease your bounce rate and improve your session duration.

  1. Choose the right keywords. You want to attract the visitors who are actually searching for relevant content. Choose your keywords carefully.
  2. Create a fully functional and usable site. Using appropriate colors, the right-sized fonts, large headlines, organized content, and plenty of whitespace will all go a long way in enhancing usability. Also, make sure your site is fully responsive. With 40-70% of web visitors today accessing via mobile devices, you will ruin your bounce rate with an unoptimized mobile presence.
  3. Provide a clear site layout. A confusing layout causes cognitive friction, frustrating users and causing them to bounce. With simple navigation and easy-to-read content, you can engage visitors longer, and invite them to go deeper.
  4. Improve page load time. Sorry, but users won’t wait for a slow-loading page. Improve load time or suffer the consequences.

Improving your content marketing will have the corollary benefits of decreasing your bounce rate and increasing your session duration. To restate my case, better content marketing translates into better session Duration, which means better SEO.

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Also Read :-

How To Make Your Blog Content SEO Friendly For Better SERP

What Is SEO (Search Engine Optimization) And Why It’s Important For Any Site

What Are Backlinks in SEO and Their Importance In SERP

About Aman Potlia

I Am a Tech, Gadget And SEO freak and loves writing about Android, SEO Tips, And Other Tricks. My favorite past time is playing video games, Writing Post And Answering On Quora.

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