What does the 'bounce rate' indicate?

The bounce rate is a key metric in web analytics that indicates the percentage of visitors who enter a website and then leave without engaging further, meaning they view only one page before exiting the site. A high bounce rate suggests that users did not find what they were looking for or were not sufficiently engaged by the content on that initial page. This can provide valuable insights into the effectiveness of a website’s landing pages and overall user experience. A low bounce rate, on the other hand, may indicate that visitors are finding the content relevant and engaging enough to explore further, showing a higher level of interaction with the site.

The other choices do not capture the essence of what bounce rate signifies. For example, the total number of products sold does not provide insights into user engagement and is unrelated to how visitors interact with the website. Similarly, the total number of page views measures broad traffic levels rather than the specific behavior of users who leave after one page. Lastly, the average time spent on a webpage reflects user engagement but does not directly connect to whether visitors bounce after their initial interaction. Understanding bounce rate is crucial for evaluating user experience and optimizing web content and design.