Google Analytics - Bounce vs Exit
So what's the difference between bounce rates and % exits?
A bounced visit is someone who views only one page on your site and leaves. % Exit represents the percent of visits that left your site from a particular page.
A high bounce rate generally indicates that site entrance pages aren't relevant to your visitors. Landing pages should provide the information and services that were promised. From which pages do people exit your site? The significance of an exit rate varies according to each page. For example, it may be common for visitors to exit your site from a contact us page because they have completed the activity.
In general a bounce rate below 35% is considered excellent. If your page is a click away from a 'goal page' a 50% bounce rate is also good. However, if your Home page is the destination page/landing page a bounce rate approaching 75% signifies you have problem! For Pay-Per-Click accounts around 42% and email campaigns around 32%.
Tips to improve your bounce rate: Revise keywords and content, deliver what you promise, improve load times, avoid popups and surveys, change the call to action ie use a different colour button, alter the layout.