Bounce Rate vs Exit Rate – what’s the difference and which
is more important?
These two metrics are often confused with each other. But
they measure very different things.
In this article I’ll explain the key differences between
bounce rate and exit rate. I’ll also discuss some other metrics closely related
to bounce rate.
I’ll also answer the much-debated question: does bounce rate
have an impact on SEO?
Let’s dive in:
- Item #1 – Bounce Rate
- Item #2 – Exit Rate
- Item #3 – Bounce Rate Vs Exit Rate: a Comparison
- Item #4 – Bounce Rate and SEO
- Item #5 – Bounce Rate and Time On Page
- Item #6 – Bounce Rate vs. Return to SERP
- Item #7 – Bounce Rate and Pogo-Sticking
- Bonus Tip: How to Reduce Bounce Rate
- 8.1 Improve the Readability of Your Content
- 8.2 Give Your Page a Single and Clear Call toAction
- 8.3 Optimize Page Load Time
- 8.4 Go Easy on Distracting Sidebar Widgets
- 8.5 Optimize for Mobile
- 8.6 Write Shorter and Sentences and Paragraphs
- 8.7 Mix Up the Content
- 8.8 Use Relevant Keywords
- 8.9 Avoid Popups
- 8.10 Use Internal Links
- 8.11 Ensure That All Links Open in a New Tab
- 8.12 Improve the readability of your copy
- 8.13 Use Transitions
- Related Articles
Item #1 – Bounce Rate
Bounce Rate is defined as the percentage of visitors to your
site who arrive at your site on a particular page and then navigate away, or
‘bounce’, from your site after only viewing that single webpage.
A bounce is only recorded if a user exits from the same page
they entered your website and does not interact with any of the components on
that page (e.g. doesn’t fill out an opt-in form, doesn’t leave a comment etc)
The key characteristic of a bounce is that it is always a
1.2 What Does High Bounce Rate Indicate
A high bounce rate is usually a negative for most websites.
It indicates that there was nothing else on your website that was relevant to
A high bounce rate on a home page is particularly worrying since
a home page is often designed to distribute traffic to the rest of your site.
1.3 High Bounce Rate Is Not Always Bad
However, high bounce rate is not always a bad signal.
Some pages, such as lead capture landing pages, deliberately
contain no links to any other page so that the visitor is entirely focused on
completing the action that the page is targeting (i.e. submitting an email
address). This kind of page will inevitably produce a high bounce rate.
Similarly, a blog post that exactly answers the question
that a searcher typed into Google will often have a high bounce rate. Far from
being a negative, a high bounce rate in this situation indicates that your
content delivered what your visitor wanted. The searcher found what they wanted
and then left.
Watch this video: ‘What’s The Difference Between Exit and Bounce Rates In Google Analytics?’ (1 min 56 secs)
1.4 Industry Standards for Bounce Rate
Some industries or types of website by their nature have
higher bounce rates than others. Here are some typical bounce rates by
industry, provided by Monster
- Retail Sites: 20 %– 40%
- Simple Landing Pages: 70% – 90%
- Portals: 10% – 30%
- Service Sites: 10% – 30%
- Content Sites: 40% – 60%
- Lead Generation sites: 30% – 50%
notes that blog sites typically have higher than normal bounce rates. Compared
with service sites, with a typical bounce rate of 10% – 30%, blogs typically
have a bounce rate of 70% – 90%:
1.5 Where to See Your Bounce Rate
To see your Bounce Rate, login to Google Analytics and then
go to Behaviour > Site Content > All Pages:
Item #2 – Exit Rate
The Exit Rate for a particular page is the percentage of people who left your site from that particular page. For any given web page on your site, Exit Rate is the percentage of your visitors who left your site from that page.
Whereas Bounce Rate only records visitors who entered and existed your site from the same page, Exit Rate includes single-page and multi-page sessions. Exit Rate is not concerned about where a visitor entered your site, only with the page from which they exited.
2.2 What Does High Exit Rate Indicate?
As with Bounce Rate, a high Exit Rate is not necessarily
negative. It may simply indicate that the visitor found what they were looking
and then left your site.
However, a high Exit Rate on a page that is intended to take
your visitors further into your site is a sign that something is wrong. High
Exit Rates on particular pages often indicate a problem in your conversion
2.3 Where to See Your Exit Rate
To find your Exit Rate in Google Analytics, go to Behavior
You can also find your Exit Rate by going to Behavior >
Site Content > All Pages:
Item #3 – Bounce Rate Vs Exit Rate: a Comparison
Bounce Rate and Exit Rate are often confused with each
other, so here are some differences between the two.
- Bounces are always one-page visits whereas exits
can be more than multi-page visits
- Bounce rate refers to the first page a visitor
lands on when entering your site, while exit rate refers to the last page a
visitor is on before they exit your site.
- Exit Rate is the percentage of visits where a
particular page was last in the session, whereas bounce rate is the percentage
of visits where that page was the only visited in that session
Item #4 – Bounce Rate and SEO
Google has repeatedly denied that it uses bounce rate recorded
in Google Analytics as a ranking factor in their algorithm.
And there are Google reasons to believe this is the case.
Firstly, it would create an uneven playing filed, since
about half of all websites in the world are not registered with Google
Secondly, as we have seen above, high bounce rate is not necessarily
a negative – it may simply mean that your page perfectly addressed the
Thirdly, standard Bounce Rates vary enormously between
Rand Fishkin, formerly of Moz, once ran an interesting
experiment. He got hundreds of volunteers to click on the bottom listing on
Page #1 of the SERP for a given search query and asked them to immediately
click away from the site.
But the experiment produced no predictable change in the
sites SERP ranking, suggesting that ii is indeed the case that Bounce Rate does
not affect SEO.
Kim of Moz analysed content on their own site and found that there
was indeed a detectable relationship between Bounce Rate and SERP ranking:
pages with higher Bounce Rate ranked lower in the SERPS:
And Backlinko, in a
study of over one million Google search results, found a clear correlation
between Bounce Rate and Google ranking:
So, despite what Google has stated, the evidence is that
Bounce Rate does play a role in where your page appears in the search results.
But there’s another metric, ‘Return To SERP’, that plays an
even more important role in the Google SERP rankings than Bounce Rate.
Item #5 – Bounce Rate and Time On Page
Bounce Rate does not record the amount of time a visitor
spends on your page before exiting your site from that page.
Someone might spend 20 minutes reading your long form
article, and then leave your site, having only visited that one page.
And that’s one of the reasons a high Bounce Rate is not
necessarily negative. ‘Time On Page’ or
‘Dwell Time’ is almost certainly one of the metrics that makes up Google
Item #6 – Bounce Rate vs. Return to SERP
There’s another metric that also records time on page, and
Google watches this one like a hawk.
It’s called ‘Return to SERP’ and it measures the time a
visitor spends on your page before clicking back to the SERPs.
A return to SERP is a bounce but unlike other bounces it’s a
bounce that is always SEO negative.
Put simply ‘Return to SERP’ records the amount of time a
visitor spends on your page before returning to the SERPs.
The reason a high ‘Return to SERP’ is bad for your search
rankings is it tells Google that your page did not answer the visitor’s search
query. And since Google’s main concern is improving the match between search
query and search results, a page with high ‘Return to SERP’ will quickly move
down the search results.
Item #7 – Bounce Rate and Pogo-Sticking
Pogo-sticking is when a searcher clicks on a SERP listing,
realizes the page doesn’t answer their query and quickly clicks back to the
Pogo-sticking is what happens when a page has a high rate of
‘Return to SERP’. Whereas a bounce can be positive or negative, a high incidence
of pogo-sticking is always negative.
No one knows exactly how short a visit has to be to trigger the pogo-sticking algorithm. But
Google tracks pogo-sticking by recording short clicks and
long clicks. Short clicks are whee a visitor clicks on search results and
quickly clicks back to the SERPs page. Long clicks indicate to Google a
Bonus Tip: How to Reduce Bounce Rate
So now that we’ve covered what bounce rate is and how it
differs from Exit Rate, Dwell Time, Return to SERP, and pogo-sticking, you may
be wondering how can reduce Bounce Rate.
Especially since the evidence indicates that there is a
correlation between high bounce rate and lower search engine rankings.
However, before attempting to lower your Bounce Rate it’s
important to understand if your bounce rate is positive or negative. If the
high bounce rate is simply the result of your visitor finding the information
they wanted, then. There’s no need to reduce your bounce rate.
If, on the other hand, a page has a high bounce rate AND
visitors to that page are not completing the actions that the page is designed
for, then you may want to look at ways of reducing your bounce rate on that
8.1 Improve the Readability of Your Content
Break your text up with headings, bullet points and images.
Nothing turns visitors away quicker than large, dense blocks of text.
8.2 Give Your Page a Single and Clear Call toAction
Every web page should have a purpose, something you want the
visitor to do (sign up to an email list, share it on social media, write a
Make it clear to your visitor what you want them to do by
including a clear Call To Action.
8.3 Optimize Page Load Time
According to Kissmetrics 47% of
people expect a web page to load in less than 2 seconds. Use the tips in this
article to make your web pages load faster.
8.4 Go Easy on Distracting Sidebar Widgets
Keep those flashing, brightly-colored widgets in your right
sidebar to a minimum. After all, you want your visitors to read your content,
so don’t distract them.
8.5 Optimize for Mobile
Check in Google Analytics to see if you have a high bounce
rate on mobile devices. If so, optimize your site for mobile.
8.6 Write Shorter and Sentences and Paragraphs
Paragraphs and sentences on the Internet need to be much
shorter than in print media.
Keep your paragraphs to no more than three sentences and try
and keep your sentences to 65 characters or less.
8.7 Mix Up the Content
Use a mix of different types of content along with your
text. Use plenty of images and include one or two YouTube videos on the topic
of your web page.
8.8 Use Relevant Keywords
Make sure your web page is ranking for relevant keywords. If
your page is getting traffic from irrelevant search queries, that’s going to
result in a high bounce rate.
8.9 Avoid Popups
Most people find popups that load as soon as you arrive on a
page annoying. If you use popups, make sure they are exit-intent only.
8.10 Use Internal Links
Encourage your visitors to explore your site by sprinkling
your content with relevant internal links.
8.11 Ensure That All Links Open in a New Tab
Make sure all your links open in a new tab – if your links
open in the same tab, your reader will lose your page as soon as they click on
a link. The best WP plugin for ensuring that all your links open in a new tab
or new window is Open
External Links In a New Window.
8.12 Improve the readability of your copy
8.13 Use Transitions
Transitions are short sentences that link one paragraph with
the next. They keep people reading and stop them bouncing away. For more on how
to use transitions, see my guest post on SmartBlogger.
Bounce Rate vs Exit Rate – similar metrics that are easily confused. But they measure different things.
Bounce rate measures exits from single-page sessions, whereas Exit Rate measures exist from all sessions (single- and multi-page).
High Bounce Rates are not necessarily negative. They may
indicate that the searcher found exactly what they wanted on the first page
they visited. Also, different industries have different bounce rates. Blogging,
for example, typically has very high bounce rates.
Nevertheless, high bounce rates are generally to be avoided.
There is a well-documented relationship between high bounce rates and low
search engine rankings.
To reduce the bounce rate of any particular page, try
implementing some of the 15 tips listed above.
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