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Would 40%, 30%, 20%, be a problem? I have been using analytics for a year now and just noticed on the site overlay section for my home page it has an exit rate percentage and would like to know what the average is, or is this one of those things where the average does not matter much? I would like to think that it matters greatly, but who knows.
I am just trying to get a feel for it as I always though my home page had a higher than normal exit ratio, but i guess that could also be related to my niche. Any thoughts would be most welcome.
Anyone know what an average might be? Of course this would depend on the nature of the site. But some ballpark figure might help.
We used ClickTracks. Maybe there is something with their analysis. I read others who were concerned about their high rates and were using them.
What could be the explanation for a high exit rate from the home page? And it seems this does not include folks who came in from a sub domain page and then went to the home page and then exited.
The other thing that makes me suspicious of this figure is that our average number of page views is 3.
What is important is understanding the basis.
For example, one of my associates has a site which is a subdomain of a world famous thumbnail gallery directory. There is a link from the home page. As a result his bounce rate is sky high from scrapers and bots blindly following every link on the page.
He pays the bandwidth bill anyways, because that link is still very profitable.
So, in order to determine what rate is "good", include in your reasonings where you are in your PPC ad campaign(s).
Does your home page provide enough information to help people decide whether to click further? If not, you can get a lot of people who do click further, but then leave as soon as they get clear information about you.
For everything above except the in-house mailing list, I've seen it as high as 78%. For carefully targeted marketing and a great home page, I've seen it go down to 17%. I'm talking about sites that sell many millions of $$ a year, not small sites.
Over the past year my exit rate is 45%.
"So, in order to determine what rate is "good", include in your reasonings where you are in your PPC ad campaign(s)."
For this particular domain I am not involved in any PPC. The stats are pure organic search.
"Are people getting false expectations from your marketing?"
No, its pretty straight forward.
"Or is your brand so vague that you are getting a lot of explorers with no expectatations?"
The brand would not be vague, but the keywords that are driving traffic might be somewhat vague.
"Are you marketing just to an in-house mailing list of previous customers? Or are you buying lists?"
This would not apply as the only traffic this domain receives is from search engines or sites that refer us by name.
I think that i might be able to lower the exit rate if my message was a bit more clear, but have concerns about changing it too much.
All those non-converting visitors don't cost you anything, so take them as a gift.
Your bottom line should be the number of sales, not these proportions. The proportions matter (in a business sense) if you are paying for visits.
I'm saying --- take the time you would have spent on this particular issue and put it into getting more visitors or into making your landing page better so that more visitors buy something.