Summary: It's important to study why users leave websites. Analytics tools give you two metrics for web pages: exit rate and bounce rate. Understanding the difference between these two numbers is essential for better UX design.
Different traffic sources imply different reasons for why visitors might immediately leave your site. Design to keep deep-link followers engaged through additional pageviews.
Video Author
Aurora Harley is a Senior User Experience Specialist with Nielsen Norman Group. Aurora’s research and consulting experience includes organizations in a variety of industries, such as ecommerce, travel, healthcare, and B2B (business-to-business). She also conducts independent research for NN/g, and regularly leads training courses on mobile usability, UX strategies, psychology and UX, and analytics. Aurora combines her background in front-end web development and UX design to inform her work, creating effective designs that balance technical, business, and user needs.
