Question: 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?
- Scroll depth
- Pages per session
- Bounce rate
- New subscribers
Explanation
Bounce rate measures the percentage of sessions that were not engaged. For a landing page, it helps show how often users arrive and leave without meaningful interaction. This makes it useful for identifying whether the page is failing to encourage the next step. A high value can indicate friction, weak relevance, or an unclear path to conversion.
Why the other options are incorrect
Pages per session measures how many pages are viewed in a session, not the percentage of inactive visits.
New subscribers measures a completed outcome, not non-engagement on the landing page.
Scroll depth measures how far users move down a page, not whether the session was engaged.
Source for verification
https://support.google.com/analytics/answer/12195621
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