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Rejection rate - what it is and how to lower it

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Before we begin, it's worth mentioning what this rejection rate (RO) is. It is an indicator displayed in the Google Analyticswhich shows the percentage number of single views of a given websites like and visits after which a user leaves a given website without browsing it further. The conclusion is very simple: the lower the rejection rate the better. In today's article I will try to describe how we are able to "persuade" the user to stay on our website to keep this particular ratio relatively low.

It is important to be able to find the actual rejection rate. What if we are the owners of a website, which has specific information (well presented - readable) and the user quickly gets the data he needs and then closes it. Do something like this will increase the rejections? Unfortunately, yes. Even though the user has performed the desired via activity (e.g. he won a phone number), it will be counted by Google Analytics as a person somehow "dissatisfied" with what was displayed to him. Therefore It's worth bearing in mind that subpages with concentrated amounts of information may not carry the actual WO.
It is also worth remembering that WO is of great importance for pages The most important of them are pages where you have to perform some action (triggering a transition to another page - e.g. landing page with a form) or pages containing rich content (forcing the user to stay longer).

How the rejection rate is calculated:


Place where WO is displayed for subpages (Content > Content websites > Pages) / phrases (Sources From. > Search > Free) in Google Analytics

The WO of a single page is calculated based on the formula:

( number of rejections (2070) / number of page views (2424)) * 100% = 85,40%

Type of page

Suggested range

Online Shops

15% – 65%

Product pages 5% – 50%
Landing Page 70% – 90%
Portals 10% – 30%
Website corporate 25% – 70%
Other 13% – 85%

Measuring traffic quality

Try to measure and compare the WO of key pages, phrases and sources of visitors. A wise analysis based on rejection rates and exits can confirm that you are bringing properly focused traffic to your site.


Comparison of WO for organic and paid search. Source: blog.searchengineoptimist.com.

What is the difference between rejection rates and exit rates?

Rejection rate - indicator that reports Content Google Analytics shows the percentage of visits userswho arrived at a specific landing page and did not visit any other subpages besides this landing page (single page visits).

Output indicator - indicator that reports Content Google Analytics shows a percentage of the number of visits by users, who have finished visiting a particular subpage. This percentage is defined in relation to the number of visits made by users who visited this particular subpage.

What to look for?

  • Design is important

If your website doesn't make a good first impression and doesn't inspire user confidence you may be depriving yourself of the chance to gain a potential customer.

  • You are getting the wrong type of traffic to your site

Getting traffic that is in no way related to your products/services will result in a significant increase in rejections.

  • You have an Ajax/Flash based website

Very often Ajax/Flash based sites despite user interaction (gallery browsing, videoswitching to subpages) do not change their address so that Google Analytics will not be able to record the actions on the page. Consequently, the WO becomes very large or even constantly calculated as 100%.

  • Provide the right amount of quality content

Yes, I know this is an issue raised with almost every SEO problem. However, there's no fooling yourself, there's no avoiding the fact that: Content is a king.

  • Selection of positioned phrases and subpages for the website

A high rejection rate is due to inadequate selection of phrases you are positioning (if we are talking about traffic from search engines).
Positioning your shop for example for the phrase "perfume shop" - this coefficient is as high as 65%, while for the phrase containing the name of your shop, this coefficient is only 4.9%. High SEO usually refers to very general phrases.

Therefore premium The solution is positioning of e.g. 3 niche phrases, which level of difficulty is definitely lower and the time of waiting for effects is shorter.

  • Related/similar articles

A very good solution is to display related articles / products so that we can motivate yet more user to go to another subpage. For WordPress I recommend the Yet Another Related plugin Articles

It is important for the user to be able to move from a given article to another subpage while reading. We can make it easier by placing links e.g. to previous articles in which we have already touched upon a given issue and we think that the user can find more information in the source given by us. This will engage the user more and the CTR will drop significantly. More information about internal linking.

  • Try to maintain high speed its websites

Remember! Speed of action Your A website has a huge impact on the user's perception of it and thus on its rejection rate. You can read more about it here here.

Finally, you should remember that it is one of dozens of indicators you should pay attention to, but you should not become obsessed with normalizing it. Nevertheless, it is worth paying attention to and improving it will certainly help us increase the number of conversions.

Source: blog.virtal.pl

Wojciech Wladzinski

O Wojciech Wladzinski

I have been working in SEO industry since 2008. On a daily basis a senior SEO specialist in a company Seogroup. I create and optimize large websites as well as smaller ones. I am particularly fond of the environment WordPresswhich, despite popular belief, is not just a blogging platform.
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