The marketing team for your company's website expresses concern about why it's not meeting its revenue goals. The effectiveness of the landing page is under question. You're tasked with analyzing the percentage of people who go to the landing page and do nothing. What's the name of the metric that you should look for?

Analysis of Correct Answer(s)

Bounce rate is the correct metric. It is defined as the percentage of single-page sessions, meaning sessions where a user lands on a page and then leaves without triggering any other requests to the analytics server. This directly measures the proportion of visitors who "do nothing" on the landing page, such as not clicking a link, filling out a form, or navigating to another page. A high bounce rate on a key landing page is a strong indicator that it is failing to engage users, which could directly impact revenue goals.

Analysis of Incorrect Options

• Pages per session: This metric calculates the average number of pages a user views during a session. It measures overall site engagement rather than the specific ineffectiveness of a single landing page.

• Scroll depth: This measures how far down a page a user scrolls. While useful for understanding page engagement, it doesn't capture the entire concept of "doing nothing." A user could scroll to the bottom and still leave without taking a desired action, which would still be considered a bounce.

• New subscribers: This is a conversion metric, not a behavioral one that measures inaction. It tracks a specific successful outcome, which is the opposite of what the question asks to analyze.