Which metric would you use to analyze user loyalty on a website?

Return visits is the most relevant metric for analyzing user loyalty on a website. This metric tracks how often users return to the website after their initial visit, indicating a level of interest or satisfaction with the content or services offered. High return visit rates suggest that users find value in the site, which is a key component of loyalty.

In contrast, bounce rate measures the percentage of users who leave the site after viewing only one page. While this can offer insights into user engagement, it does not directly reflect loyalty since a user may still return in the future regardless of bouncing on their first visit.

Page load time is crucial for overall user experience and can impact whether users stay on the site, but it does not measure loyalty. Unique visitors counts the number of distinct users visiting the site within a given timeframe. While it provides insight into how many new users are engaging with the site, it doesn't account for how often those users return, making it less effective at reflecting loyalty compared to return visits.