I have been asked on a number of occasions what the difference is between bounce rate & exit rate, especially now that Google Analytics is so widespread. Indeed many people I have spoken to believe both exit rate and Bounce Rate mean exits from your page / site. Well that is true to a certain extent the difference being that the exit rate differers slightly in that the exiting visitor may have visited other pages on your site before leaving.
Bounce Rate is the percentage of visitors that visit a page on your website and don’t visit any other pages. For example someone may come in to a page via a search engine and then go to another site without visiting any of your other pages :-(
The Exit Rate on the other hand is the percentage of people who have left the page but would have previously visited other pages. The figure is worked out by the percentage of visitors that leave your website from a page based on the number of visits to that page.
If your Bounce Rate is high and the average time spent on the page is very low then perhaps it is time to worry. Users are more than likely scanning the page and haven’t found what they are looking for.