Bounce Rate and Exit Rate are two commonly used terms in Internet Marketing. These two can be calculated from Google Analytics Management Dashboard.
Bounce Rate is defined as the percentage of visitors who have left the web page immediately after landing on the page.
Even though high bounce rate is bad for the website the percentage varies upon the keywords being searched. Sometimes if the answer for the query is short the visitor may leave the page immediately after reading the answer. In such cases bounce rate can not be interpreted as bad. The source keywords are often the starting point in finding out the effect of bounce rate in normal cases. In certain cases the bounce rate for some keywords will be higher and for some it will be lower for the same page.
Exit Rate is defined as the percentage of people who have left from a particular page. These people might have visited other pages on the website but due to some reasons they have exited from that particular page. These visits might have come through either navigation or through other links inside the web page. In the case of paginated articles or tags and category pages the exit rate from the last page will be much higher which doesn’t mean that the page is having poor seo parameters.
Only through trying various User Interfaces and Designs one can reach at the conclusion that which page is going to have low bounce rate and low Exit Rates.