How do you know your site is succeeding? How do you know if that redesign was worth it? How can you justify your work to clients or management? You need a way of measuring success.

Different traffic sources imply different reasons for why visitors might immediately leave your site. Design to keep deep-link followers engaged through additional pageviews. Given growing bounce rates, we must stop using "unique visitors" as a metric for site success. Site tourists who leave a site immediately ratchet up the unique visitor count,

Use bounce rate as a red flag for possible issues lurking on your site, but don’t make design decisions aimed solely at chasing that second click. Optimize for long-term engagement through return visits and track deeper conversion goals.