Thanks to tools like Google Analytics, you can not only check how many people visiting the site, but also to learn detailed information such as the source of the visit or its duration. In addition to these data, the indicators worth paying attention to in this tool are the so-called Failure rates and yield (failure rate and exit rate). Many people confuse these two concepts. So, what are the main differences between them? Should a high failure and exit rate always be a cause for concern?

Failure rate and exit rate are not the same

 At first glance, they may seem to refer to the same thing, because they indicate how many people have left the site. However, there are differences between these factors and should not be confused with each other.

 Failure rate

You can check the bounce rate, for example, in Google Analytics. This is a resource that informs how many visitors left the website without taking any other actionFor example, clicking any link or other element of the site.

This is an important indicator, but you should know that high failure rate is not always a cause for concern. For example, company blog posts often have a high bounce rate. If they answer the questions entered in a search engine and meet users' expectations, they don't need to move on to the next entry. In this case, a high bounce rate doesn't have to be a bad thing the reader reads the content, receives a response and leaves the page. It is also worth analyzing Other data, such as time spent on the website.

However. a high bounce rate on the home or landing page can be a concern. This indicates that many users find an e-commerce website, for example, and see products, categories, and other elements of the site, but do not click on any of them. Again, you should also analyze other information, such as source of visit or that, what keywords brought the user to the page. If these are "random" visits, a high bounce rate is natural.

Output speed

If a customer of an online store visits the website, enters the categories, clicks on the selected products, and then leaves this subpage, in this case we refer to the exit rate. Therefore, it is a factor that determines how many users left a particular page but previously visited several others.

A high exit rate does not always indicate a more serious problem. Let's say that a customer is directed by an ad on a landing page that encourages them to download a file or subscribe to a newsletter. After that, they are taken to the next page. If the latter site has a high exit rate, this is again quite natural.

The same thing happens with articles divided into several pages - If the last page has a high exit rate, it means that the user left our site but read the entire text beforehand.