What does 'Bounce Rate' measure in web analytics?

Bounce Rate measures the percentage of visitors who leave a website after viewing only one page. This metric is crucial in web analytics as it reflects how engaging the content is to visitors. A high bounce rate indicates that users are not finding what they expected or that the landing page is not compelling enough to explore further. This can signal a need for improvement in content relevance, user experience, or overall site design to encourage users to navigate more deeply into the site. By understanding bounce rate, marketers can assess the performance of their web pages and develop strategies to retain visitors, ultimately leading to higher conversion rates and improved user engagement.