A high bounce rate will alert you that viewers left your site after clicking one page. An exit rate is measured by your Google Analytics and will alert you to which page viewers left your site after viewing multiple pages.
Bounce rate is an exit after viewing one page. Exit rate is the last page they clicked on after they browsed multiple pages.
Bounce Rate and Exit Rate
Like bounce rates, having a high exit rate could mean that something is wrong with your page, for example; 404 page not found errors. The page you provide may not be fulfilling it’s intent, therefore causing users to leave your site.
Analytics tools will show you which page they ‘exited’ allowing you to examine why and to fix it to keep them viewing the website for longer or fulfilling a conversion.
However, a high exit rate could also mean that this was the natural exit page for your site, for example, call to actions such as ‘sign up here’ or ‘contact us’.
So it is important to differentiate between natural bounce and exit rates and when there is something seriously wrong with your content.