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What are the steps and approaches to web improvement that can be taken based on bounce rates and exit rates?

Another thing to keep in mind is the bounce rate and the exit rate. Both bounce and exit indicate the behavior of users who are leaving, but it is convenient to use them properly. Bounce is to come and return immediately. It is easy to understand when you think concretely, but it is better to have both the bounce rate and the exit rate low.

Now imagine a store. What kind of shop do you come to and come back to immediately? The shop might have a bad aura or be smelly. By the same token, websites that come home soon after you are sure to have some problems. This should be reduced as much as possible. The index for that is this bounce rate. How to improve this kind of thing is important. Here are some important ideas. 

The number of exits also includes the number of bounces. In other words, if there is one user who bounces on page A, it is also counted as one user exit page A. You may tend to misunderstand, so be sure to remember it. On the other hand, there is a user move to page B via page A, the number of exits is added for page B, but the number of bounce is 0 for page B. You may tend to make a mistake, so be sure to remember.

The bounce rate is expressed as the number of bounces divided by the number of browsing start sessions. In other words, it is the probability that a user will leave soon after the visit. The exit rate equals the number of exits divided by the number of page views for the page.

If you have a high bounce rate, there are some problems as soon as a user visits. Maybe you should consider this. For example, the cause may be that the appeal content of the advertisement does not match the appeal content of the landing page, the search keyword does not match the content of the landing page, or the flow line of the landing page is not correctly thought out. 

Examples of causes of high exit rates can be divided into good and bad cases. There is no issue if a user exits at the purchase completion page or inquiry completion page. Since the user has completed the purpose, it is unavoidable to exit. On the other hand, what kind of case is problematic? That is when the next action is difficult for the user to understand. In that case, you can improve the action in an easy-to-understand manner.

Author information:
Nozomu Kubota

Born in New York, the USA, he is the CEO and Founder of Creator’s NEXT, Inc. He graduated from Keio University in Japan with a degree in policy studies, and at the age of 15, he did his first programming development and built user-generated media. He has been invited to speak on digital marketing in Spain, Hong Kong, Singapore, and Luxembourg, and has won many hackathons. He won the Good Design Award, won KVeCS 2018 Grand Finale, and was invited to New York, won IE-KMD MEDIATECH VENTURE DAY TOKYO, and was invited to Spain. In 2019 and 2020, he will be selected from 37,000 people to be the best web analyst in Japan (Best of Best) for two consecutive years. He completed the Global Consumer Intelligence Endowed Chair in Global Consumer Intelligence/Matsuo Laboratory (GCI Winter 2019) at the University of Tokyo’s Graduate School of Engineering, Department of Technology Management and Strategy. He completed the MIT Sloan & MIT CSAIL Artificial Intelligence: Implications for Business Strategy Program at the Massachusetts Institute of Technology.

He has a strong background in implementing scalability in global marketing and has written textbooks on marketing and A/B testing and has spoken and trained in front of over 3,000 marketers. His web analytics tool KOBIT is used by more than 8500 companies in 15 countries.

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