Firstly, the conversion rate is supposed to measure the success of the site as a sales pitch -- an attempt to turn a browsing visitor into a customer. The problem with the conversion rate is that it calculates the percentage of all visits that resulted in a sale. This means it includes people who bounced. By definition, a bounced visit is one that looked at only a single page then left. In other words, they never entered the site, they never engaged with the material within it. Thus, bounced visitors were never exposed to the site's sales pitch.

There are two steps in converting a visitor into a customer. When someone lands on your site the first thing you need to do is convince them to stay. Only after that can you try to sell them something. It's like the shop window: You've got to get people into the store before you can try to sell to them.

The overall average bounce rate is around one-third. It's extremely difficult to get a bounce rate below 30 percent simply because search engines are far from perfect and can list the wrong sites. In addition, people frequently scan a number of sites before deciding which one to return to and engage with. It's also possible to be legitimately listed in the search engines for content you don't have.

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