exit rate is often confused with the Bounce rate from a webpage. However, these are two completely different things. Therefore, it is important to delve a little deeper into this important value and discover what this tells you about the quality of your website. But how much value can you attach to this? How important is the exit percentage exactly?
The exit percentage, also called the ‘Exit Rate’ in English, represents the percentage of visitors who leave the website on a specific web page. So, for example, they enter through a web page and then leave the website on a specific product page. Furthermore, a distinction can be made between pages that are exited without any further action being taken and pages on which the visitor does take action. This can yield a wealth of information.
When it comes to the exit rate, it doesn't matter that a visitor leaves the website. Ultimately, every visitor will leave the website in one way or another. What specifically matters is which page is typically visited last on the website and whether or not the visitor took an action.
It would make sense if this were, for example, the contact page or the page where the transaction is completed, but in some cases, the exit rate is highest on very unexpected web pages. For instance, you don't want people to get stuck on the homepage and take no action. This can potentially indicate the value and relevance of your website. By monitoring the exit rate, follow-up actions can be taken as soon as possible to improve the content or the navigation structure to improve the website.
Now that it's clear what the bounce rate means, it's of course also important to understand what you can actually do with it. First and foremost, it's important to understand that the bounce rate doesn't always have to mean the same thing. The importance of this percentage varies by site. For example, a news website will attach less importance to the bounce rate. It's very logical that people land on the page and then leave on the same page, for example.
There are also sites where all information is located on one page. In that case, it is only logical that the exit rate is maximal. This does not necessarily say anything about the quality or relevance of the page. However, if you have a webshop and it is important that visitors can navigate well through the different pages, then the percentage can say a lot about the quality of these.
A carefully curated guide with essential points of attention and proven steps for maximum impact.
