Often confused among the two, a bounce rate is definitely not an exit rate.
The bounce rate is the percentage of visits that come to the site and only view one page.
Google’s Definition of Bounce rate
Bounce rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce rate is a measure of visit quality and a high bounce rate generally indicates that site entrance (landing) pages aren’t relevant to your visitors.
This means that the visitors who arrive at an entry page leave that page without going any deeper into the website by clicking any links.
There can be lot of visitors to your website through various sources. The sources can be search engines, referring sites, etc., The total number of visitors in a day or a month is an absolute number. Also, we would have the numbers of visitors who’ve visited the website but exited from the first page. These two numbers are used to calculate the bounce rate, which is
Bounce rate = No of visitors exited on the first page / No of visitors the website
A bounce rate is a wonderful tool to understand the content of any website. Say, you create a website and there is some content pertaining to the website. There are visitors who land on that page and leave, inturn increasing the bounce rate. This act of the visitors make it pretty obvious to us that the content is not serving the purpose desired by the visitor. One quick look at the website content on landing pages would clarify a lot of questions.
We would in the coming posts look at ways to improve the bounce rate (reduce the bounce rate)
An exit rate on the other hand is defined as
The percentage of visitors that leave your site from a given page based on the number of visits to that page
The number of visits can also be the number of page views for that site.
Although this sounds similar to a bounce rate, there is one major difference. The bounce rate talks about the visitors who left the website from the first page he visited. Whereas the exit rate talks about the exits from a particular page, this visitor might have visited many more web pages before exiting from this page.
This gives a valuable insight to the webmasters, the exit rate of each website can be looked at and the page which has the highest exit rate can be taken to task. The visitors can be exiting from this web page in specific because of the content on that page or any other reason.
Both the exit rate and the bounce rate provides webmasters with information on a page’s content. Looking at both the webmasters can increase the retention or the stickiness of the website.