Despite its vivid design, the website for Lolly's Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address

Website bounce rate

Explanation:

Bounce rate is an Internet marketing expression that is used in web traffic analysis. It stand for or illustrates the percentage of new website viewers who come into the site and then leave ("bounce") instead of continuing to view other Webpages within the same website.

Whenever a website is having a high bounce rate, it generally point towards your website entrance pages isn’t relevant or valuable to your visitors. If website entrance pages are not significant to your visitors then you can't be expecting any leads, conversion or sales. Your entire intention of setting up a website may have no commercial value.