Anil Batra had an interesting post on Measuring Real Conversion Rate. He was building off something posted by Avinash Kaushik and, I think, amplified it nicely. The one point I would add to the discussion is that all visitors, regardless of how little time they spend on a site, get branded. This includes visitors who "immediately" leave a site because the site is so not what they wanted.I'm going on the assumption that visitors need to look at a page in order to realize it's not what they wanted. The time it takes a visitor to register that the page they're looking at is not the page they wanted, however, is long enough to brand them, and that's important. A visitor might not be in the market for your product or service right now, this is true. A well constructed page -- they might not be in your market and they get a positive impression even though they bounce -- may be enough to either bring them back when they do need your product or service or have them remember you to their friends when the need arises.
Just my thoughts, happy to know yours.
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