Before digging into a Bounce rate vs Exit rate Use Cases approach let’s see how Google define both of those web analytics terms.
- A bounce rate definition by Google : Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).
- Exit rate definition by Google is: “For all page views to the page, Exit Rate is the percentage that were the last in the session.”
With simpler words, a visitor is considered a “bounce”, when he lands on one of our website pages and leave without clicking or interacting with the page or visiting another page. In a TV world we call it zapping or a zap.
In the other side, for a specific page, a visitor is considered an “exit” when he exists the website from an exact page. It’s the page where he ends his sessions. Again, like on TV for sure the exit rate for the commercial ads is very high. It’s there when we leave a nice movie and never come back, even if we were stick around for hours.
Bounce Rate use case
A bounce rate is usually used to analyse a landing pages performances. Let’s say you already setup a marketing campaign for your SaaS product with. You rushed your designed for a beautiful landing page design with calls to actions and clean navigation to the pricing and features descriptions pages.
After launching, you found that your bounce rate decreased from 80% to 60%.
Congrats, this means your visitors found the new design appealing, now, they stay on your website more and clicked around on to visit more pages and maybe buy your product.
Ps: an additional Bounce Rate optimization analysis could be found here.
Exit Rate use case
With the same example of the SaaS product. In order to buy your website visitors move from the home page to the pricing page then lastly payment page to pay enjoy.
You have a respective exit rate as below:
- Home page: 40%
- Pricing page: 50%
- Payment page: 96%
- Confirmation page 98%
I guess you already see it, our visitors start leaving A LOT from the Payment page and Confirmation page. This is where our visitor end up the session.
I don’t have a problem with the confirmation page even it have the higher exit rate, why? Because, the visitor already made a purchase, he is now a customer. He already completed his valuable mission to pay and become a customer.
But, a payment page with 96% of exit rate is a big issue. We normally expect people to leave from the pricing page. Usually, this is where a visitor leave and start thinking/planning to buy offline.
Leaving on the payment page, feels like we have a technical issue with the payment processor or with a some credit cards providers.
I think, the next step is pretty obvious now, trying to fix the Payment page.