What does the bounce rate measure in web analytics?

The bounce rate is a key metric in web analytics that measures the percentage of visitors who leave a website after viewing only one page, without interacting further. This metric is significant because it helps determine user engagement; a high bounce rate can indicate that visitors are not finding what they expected or that the landing page did not capture their interest sufficiently to encourage further exploration of the site. Therefore, understanding the bounce rate allows web designers and marketers to assess and improve website performance, enhancing user experience and, potentially, conversion rates.

In contrast, the other options measure different aspects of website performance. Time spent on the website reflects engagement but does not specifically relate to whether users are leaving after viewing a single page. Total traffic quantifies the number of visitors without providing insight into user behavior or engagement levels. Conversion rates focus on the effectiveness of a website in turning visitors into customers, which is a different measure of success than the immediate interaction indicated by the bounce rate.