What is 'bounce rate' in web analytics?

Bounce rate is defined as the percentage of visitors who leave a website after viewing only one page, without any further interaction on the site. This metric is significant in web analytics because it provides insight into how engaging and relevant the landing pages of a website are for visitors. A high bounce rate could indicate that users are not finding what they are looking for or that the content is not captivating enough to encourage further exploration of the site.

It is essential to consider bounce rate when analyzing website performance, as it helps to identify pages that may need improvement. An optimal user experience involves guiding visitors to additional pages, which can increase opportunities for conversions. In contrast, other options such as the total number of visits, duration of time spent on the site, and the number of pages viewed per session, do not directly measure the immediate engagement with content on a single page, making them less relevant to the specific definition of bounce rate.