Frankly, I thought I was pretty good w/ web analytics, but I've only ever seen this stat as something like "single page visitors" or "single access pages" or something odd like that...whatever WebTrends called it. Shows you what I know...

Anyway, a *new* piece of terminology, and goal for web marketers is to "reduce the bounce rate" of the site. Which means, reduce the number of people who leave after only one page, and inrease the number of people who delve deeper into the site and ultimately convert.

Now, here's where I think this is a crock of sh_t. If yours is a "news" site, similar to my blog, then there might not *be* a conversion that you're seeking, so to speak (conversion for me is if someone takes me up on my RSS feed and continues reading...I notice this by my exponentially increasing bandwidth stats) and the high bounce page happens to be your blog home page where all of the content really exists, then a high bounce rate isn't *bad*, per se. What you'd really want to do (neither package below has this) is track the time spent on the page, and factor that into a formula or create an "index" of sorts that marries the viewing time with the bounce rate to see how "sticky" the pages are, and thus the "attraction & retention index" on a per page level.

Bounce Rate:
Bounce rate is the percentage of web site visitors who arrive at an entry page, then leave without getting any deeper into the site.

BTW: This term is evident in the stats on both Opentracker, which is a super user friendly JavaScript based web analytics & tracking system, and In-Stats, which is also super easy, only costs $25EURO/month, and is a bit more comprehensive than Opentracker. I'm testing both on this site and it's simply amazing how much detail these tools can tell you! In-Stats also supports Flash Tracking (no shit!) so look for more on this in the future - we're test implementing it in a few sites right now!