Meaning of bounce rate, exit rate, and second hop rate in Google analysis tools

I have been engaged in Internet advertising for many years. When using Google Analytics tools, concepts such as bounce rate, exit rate, and second hop rate are often seen, but various explanations are often unclear. These indicators are important indicators to measure the user depth (involvement) of the website and help us evaluate the user experience and advertising effect of the website. The system has sorted out the correct meanings of these concepts and shared them with you:

1. Bounce Rate

Bounce rate refersOnly browsed this pageThe proportion of users who leave the website. Reference: Google's explanation

For example, if 100 people enter the page and 5 people leave the page directly, the bounce rate is 5%.

2. Exit Rate

Exit rate refersFrom this pageThe proportion of the number of times the website leaves to the total number of views on the page.

For example, if 20 people leave the website from the page and the total page views are 200, the exit rate is 10%.

A little dizzy? For example, for a website, 100 people enter page a through external links, 5 people leave directly, and 85 people continue to browse page B. The bounce rate of page a is 5%. At the same time, if the total page views of page a are 200 (for example, the other 100 users access the page from the link of page B ), if 20 people exit from page A (15 are from page B), the exit rate of page a is 10%.

It can be seen that bounce rate is an important indicator that directly measures the attractiveness of a webpage (website) to "new users". If the webpage (website) is attractive, new users usually have several more pages, stay on the website for a long time (adding relevant links to the right of the webpage also helps increase user stickiness ). The exit rate is an important indicator that comprehensively measures the user's behavior when leaving the website (or leave when the user needs to be satisfied ). Of course, different websites have different characteristics and need to be analyzed in detail.

3. Second hop rate

When a user arrives at a website from an external link, it is calledFirst jumpIf you click a link or button to enter the deep page of the website, it is called "Two hops ", the proportion of users with two hops from external users is called "Two hops ". For example, if 100 people enter the website and 85 people browse more pages, the "two-hop rate" is 85%.

Because the number of pages accessed by users on the website, and the duration of stay, it is an important indicator to determine the attractiveness of the website to users, which helps us improve the user experience of the website. Google Analytics, quantum path, and Alexa are all good free tools.

4. Conversion Rate

Finally, let's talk about the concept of conversion rate. This is not a universal standard measurement, but is defined based on your promotion goals. From advertising exposure to click advertising, this conversion rate is usually called "click rate". If you think that the website's final order (or registration) is actually a valid conversion, the conversion rate can be defined as the number of orders generated (or registered) within a period of time divided by the website traffic.

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If you run your business on the Internet and install Google Analytics on your website, you may know the bounce rate of your website. But do you know how it is calculated? What is the average bounce rate of the industry? Which factors affect bounce rate? The following content will give you an answer and give you some suggestions to help you improve the bounce rate.