What does the metric 'bounce rate' signify?

The bounce rate is a critical metric that measures user engagement on a website. Specifically, it signifies the percentage of single-page sessions where users leave without interacting further with the site. This means that if a visitor lands on a page and exits without navigating to any other pages, this session is counted as a bounce.

Understanding bounce rate helps website owners and marketers assess content effectiveness and user experience. A high bounce rate may indicate that the landing page is not engaging or relevant to the visitors, which could be a signal to optimize the content or improve call-to-action elements.

The other metrics in the choices don’t align with the definition of bounce rate. For example, measuring the percentage of users who complete a purchase or tracking returning users focuses on conversions and loyalty, rather than initial engagement. Counting sessions that include multiple page views would serve to highlight user navigation behavior rather than a lack of interaction after landing on a single page. Therefore, the second option accurately encapsulates the essence of what bounce rate represents in web analytics.