Which of the following best describes "bounce rate" as a KPI?

Bounce rate is defined as the percentage of visitors who navigate away from a website after viewing only a single page, without taking any further action. This key performance indicator (KPI) reflects user engagement and content relevancy. A high bounce rate may indicate that the landing page is not meeting user expectations or that the content does not entice users to explore further into the website. Therefore, the correct choice aptly captures this definition.

In contrast, other options do not align with the concept of bounce rate. The total number of products returned by customers relates to product satisfaction or issues with goods, while the proportion of customers failing to purchase after adding items to a cart focuses on sales conversion rates. Lastly, the frequency of customers revisiting the site is concerned with user retention rather than immediate user behavior upon first visiting. Each of these alternative definitions highlights different aspects of consumer behavior but does not encapsulate what bounce rate measures, emphasizing the accuracy of the first choice.