What does the term "bounce rate" indicate?

Bounce rate is a key performance metric in web analytics that measures the percentage of visitors who navigate away from a website after viewing only a single page. This statistic provides insight into user engagement and the effectiveness of the website's content. A high bounce rate may suggest that visitors are not finding what they expect or that the content does not encourage them to explore further, which can be a critical area for improvement in user experience and website optimization.

The total number of visitors to a website reflects overall traffic but does not specifically address user engagement. The average time a visitor spends on a website indicates interaction depth rather than the behavior of leaving after one page. The ratio of new visitors to returning visitors tells about audience loyalty and acquisition but does not indicate how effectively the site engages its visitors. Thus, option B directly encapsulates the essence of bounce rate as a measure of single-page visits versus deeper engagement.