What does website churn measure?

Website churn specifically measures the rate at which visitors leave or disengage from a site over a specific period. This metric is crucial for understanding user retention and overall site performance. High churn rates suggest that many visitors do not find the content engaging enough to return, which can lead to assessing and improving site strategies, content, and user experience.

In contrast, metrics that focus on returning visitors, engagement rates, or increases in visitor numbers all deal with different aspects of user interaction with a website. While those metrics can provide valuable insights, they do not directly reflect the concept of churn, which highlights the loss of user interest and retention on the site. By identifying churn, website administrators can implement strategies to enhance visitor retention and ultimately improve site performance.