A BLOG BY TMCI
According to the Google Analytics Forum, exit rate is “the percentage of the last page/session.”
In simple words, Exit rate is the ratio of visitors/sessions which drop the website from a particular page or set of pages to the visitors those who don’t. Hence exit ratio can also become an individual analytic property of the page.
For example, if a visitor landed on any of the pages of four (4) pages website, his exit ratio the last page that visitor visited during the course of action is taken into consideration while calculating exit rate. In such scenario apart from leaving web-page other interactions made by the visitor are not accounted.
Points to remembers,
One page website has 100% exit rate.
Each page also can have its own exit rate.
Exit rate of the website shows the visitors leaving behavior. Therefore, the analyst has to set an exit point for visitors and compare the website performance. Higher exit rate is not bad always; rather this can not be defined without setting up a goal. Hence you can find out the most culprit page(s) to optimize it further.
Higher exit rate means,
If exit rate is high then you must find the expected exit rate for the page. If the exit rate is higher on the expected page then your efforts are in the right direction.
If exit rate of an unexpected page is higher, it means the ratio of visitors leaving website from that page is higher. This can be concluded that website is not performing well or that page particularly definitely not performing well. In this case, page optimization and/or modifications are preferable.
Example, conversion of a visitor into consumer would be a goal for an eCommerce website. Hence the exit point could be “Thank you” page. If exit rate of the “thank you” page is higher means the performance of the website and pages is good. Except for form “thank you” page if exit rate is higher means pages should be optimised.
Another example, if you have a blog post which should direct the visitor to the buying option. But exit rate of the blog post is higher means something makes visitors to leave the page without further interaction.
Hence, Exit rate helps the analyst to find the bad spots to cover up.
You can reduce your exit rate with many ways, but following 3 factors are most important to lead the visitor to the right direction.
Navigation. Try to find and fix if any missing/misbehaving navigation.
Targeting. Target the right audience.
Content. Optimise your content.
Many of the times analysts get confused between bounce rate and exit rate.
According to Google Analytics forum, the bounce rate is “the percentage of visitors who leave the website/webpage without any interaction on the webpage.” Bounce rate is applicable to landing page/starting page only.
Bounce rate is the second interaction event only. Bounce rate is zero if visitor continues surfing website, makes two or more interaction throughout a session. While Exit rate is the every last interaction event. Single page website, exit rate, and bounce rate can be equal.
Consider a website consists of 3 pages; Home, services, contact.
Average consumer behaviour of 100 visitors is as follows,
20 visitors > Home > Exit
10 Visitors > Home > contact us > Exit
15 Visitors > Home > Services > Exit
5 Visitors > Home > Services > Contact us> Exit
10 Visitors > services > Exit
5 Visitors > Services > Home > Exit
5 Visitors > Services > Home > Contact us> Exit
5 Visitors > Services > Contact us> Exit
15 Visitors > Contact us > Exit
5 Visitors > Contact us > Home> Exit
5 Visitors > Contact us > services> Exit
50 visitors landed directly on home page.
25 visitors landed directly on services page.
25 visitors landed on Contact us page.
30 visitors had home page as their last session.
30 Visitors had services as their last session.
40 Visitors had Contact us as their last session.
30 Visitors had second interaction with webpage out of 50 who are landed on Home page.
15 Visitors had second interaction with webpage out of 25 who are landed on Services page.
10 Visitors had second interaction with webpage out of 25 who are landed on Home page.
Home page = 40% (20 out of 50)
Services = 40% (10 out of 25)
Contact us = 60% (15 out of 25)
Home page = 46% (Total 65 visitors visited website. 30 of them had home page as their last session.)
Services page = 60% (Total 50 visitors visited website. 30 of them had Services page as their last session.)
Contact us page = 80% (Total 50 visitors visited website. 40 of them had Contact us page as their last session.)