What is the meaning of the term 'bounce rate'?

Bounce rate refers specifically to the percentage of visitors to a website who navigate away after viewing just one page, without engaging further with the site. This metric is crucial for understanding user behavior because a high bounce rate can indicate that visitors are not finding what they're looking for, or that the content on the landing page does not compel them to explore further.

Low bounce rates typically suggest that users are engaging with the content, clicking through to other pages, and taking desired actions such as signing up for newsletters or making purchases. Conversely, a high bounce rate might provoke a need for site improvements, whether that’s optimizing page content, enhancing user experience, or addressing technical issues that could hinder further exploration of the site.

Other choices do not correctly define bounce rate: the speed at which a website loads pertains to website performance, total pages viewed relates to overall site engagement but doesn't capture the nature of first-page visits, and the comparison between new and returning visitors deals more with audience demographics than with individual page engagement. Understanding bounce rate helps businesses and marketers assess the effectiveness of their web presence and make informed decisions for improvement.