In web analytics, there are many metrics that help to better understand visitor behaviour. Two of the most common - and often confused with each other - are Bounce rate and Exit rate. Both provide insights into the performance of a site, but measure different things.
In this article, you will find out what bounce rate and exit rate mean, how they differ and how you can use them to optimise your website.
What is the bounce rate?
The Bounce rate measures the proportion of visitors who only a single page and then leave the website again without further actions such as clicks or page changes. A high bounce rate can indicate that the page is not convincing or does not fulfil the user's expectations.
Example: You would like to know how often the link to your contact form is clicked on your website.
A user lands on a landing page via Google, briefly reads the content and leaves the page again immediately - without clicking or reading any further. This is known as a "bounce".
What influences the bounce rate?
- Long loading timesIf you have to wait too long, you often jump ship immediately.
- Irrelevant contentIf the content does not match the search intention, the user will not stay long.
- Poor user guidanceConfusing navigation, no clear calls to action or annoying pop-ups can be off-putting.
- But alsoThe user has found exactly the information he was looking for - and leaves satisfied.
When is a high bounce rate problematic?
Not every high bounce rate is bad. On Pages with a clear purpose - such as a contact form or a "thank you" page - it is completely normal for visitors to leave the site afterwards.
However, it becomes problematic when users jump off important entry pages (such as landing pages or blog articles) without looking any further. Then you should analyse, whether content, design or loading time can be optimised.
What is a "good" bounce rate?
This depends on the page type:
- Blogs & information pages60-80 % are not unusual.
- E-commerce sites20-40 % is considered a good value.
- Landing pagesDepends on the goal - a high bounce rate is okay if conversions still occur.
> Read also: Determine and improve bounce rate: the best tips
What is the exit rate?
The Exit rate shows, on which page a visitor leaves the website - regardless of how many pages they have previously visited. In contrast to the bounce rate, this is not about the first, but about the second visit. last page view of a session.
Example: You would like to know how often the link to your contact form is clicked on your website.
A user visits the homepage, clicks on a blog article and then leaves the website via the contact page. This contact page counts as an exit page in this case.
What influences the exit rate?
- Content & StructureIf the content is not convincing or lacks orientation points, users leave the site more quickly.
- Missing call-to-actions (CTAs)If there is no clear call to action, there is often no next action.
When is a high exit rate a cause for concern?
The same applies here: Not every high exit rate is bad.
It is even desirable for pages such as an order confirmation, a download or a "thank you" page. It becomes critical when Product pages, checkout processes or central information pages have a high exit rate. Then there may be something wrong in the funnel.
What is a "good" exit rate?
- Thank you or confirmation pages80-90 % are completely normal.
- Product pages or landing pagesUnder 40 % is ideal.
- Blog articles & info pages40-60 % are fine - depending on the content.
Bounce rate vs. exit rate - the most important differences
| Bounce rate | Exit rate |
| Measures visitors who only view one page and then bounce | Measures which page was last visited |
| Statement about First interaction | Statement about last interaction |
| Only applies if a page was visited | Applies to each pageno matter how many before that |
How can you use both metrics sensibly?
The bounce rate helps you to understand, whether the first page of a session is convincing. A high rate can be a warning signal - or also show that the page answers a specific question very well.
The exit rate tells you, where visitors get off. Especially on important pages (e.g. product detail pages, shopping basket) you should take a close look here and remove any potential stumbling blocks in the user flow.
Tips for optimisation
Improve bounce rate:
- Shorten loading times
- Tailor content to target group and search intention
- Incorporate clear CTAs (e.g. "Find out more", "Go to product")
Optimise exit rate:
- Improve navigation structure
- Place CTAs visibly and logically on critical pages
- Build trust (e.g. through testimonials, seals, return guarantee)
Conclusion
Bounce rate and Exit rate provide different but complementary insights into user behaviour. The bounce rate shows how well a page performs on first impression. The exit rate shows the point at which the user leaves the page.
Both metrics help you to recognise weak points - and to work specifically on ensuring that visitors stay longer, interact more and are ultimately more likely to convert.
