Continuation rate
The percentage of visitors who view at least one more page after landing on a specific page, indicating how well that page encourages further site exploration.
Continuation rate measures how effectively a page drives visitors deeper into your website. It's the inverse of exit rate: if 30% of visitors leave from a page (exit rate), then 70% continue to another page (continuation rate).
This metric is particularly valuable for evaluating landing pages, blog posts, and content hubs. A high continuation rate suggests the page successfully engages visitors and provides clear paths to related content.
Pages with low continuation rates may need better internal linking, clearer calls-to-action, or content that better matches visitor intent. However, some pages like contact forms or checkout confirmations naturally have low continuation rates.
Analyzing continuation rate alongside other metrics like scroll depth and time on page provides a complete picture of page performance and visitor engagement.
Frequently asked questions
What is a good continuation rate?
A good continuation rate varies by page type. Blog posts should aim for 40-60%, while landing pages targeting conversions may have lower rates by design. Compare similar pages to establish benchmarks for your site.
How is continuation rate different from bounce rate?
Bounce rate only applies to entry pages (first page of a session), measuring single-page visits. Continuation rate applies to any page and measures whether visitors view additional pages, regardless of how they arrived.
How can I improve continuation rate?
Improve continuation rate by adding relevant internal links, clear navigation, related content suggestions, and compelling calls-to-action. Ensure your content delivers on visitor expectations to encourage further exploration.