What Is the Average Time Spent On a Website? [+ How to Improve It]

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According to a Pew Research Center survey,   85% of Americans say they go online every day, with 31% reporting that they go online “almost constantly. ”

With people spending additional time online than ever before, it is important that your website is optimized for people to browse and stick around. But longer is not necessarily better. You need visitors to stay on your website because they’re enjoying the content and experience — not because they can’t find the information that they’re looking for or can’t develop a desired action, such as making a purchase.

On this page, we’ll cover what a “good” average period on page plus average session length benchmark is, and the way to improve these metrics on your website.

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Average Time On Web page Benchmark

According to Contentsquare’s 2021 Electronic Experience Benchmark survey, the average time upon page across almost all industries is 54 seconds. While you can use that as a standard, meeting it doesn’t indicate your average period on page is optimal.

Such as page views, jump rate, and other website metrics, average time on page will be contextual. What’s “good” depends on the type of website you have, the industry you’re in, and the web site you’re tracking, amongst many other factors.

For example , in their 2021 Digital Experience Standard report, Contentsquare analyzed data

from over 20 billion user sessions through across the globe. They were capable to track average period on page throughout 10 industries, and found major distinctions.

average time on page benchmarks by industry shows B2B has highest average time on page

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B2B, for example , acquired the highest average time spent on page with 1 . 37 minutes. This was at least twenty seconds higher than another industries. The sectors on the other finish of the spectrum had been grocery and energy, with an average time spent per web page of 44 secs. This gap emphasizes the importance of using an average time on page benchmark that’s specific to your industry.

A “good” average time on page also depends on the type of content. For example , you ideally want visitors spending more time on the product pages plus blog posts. In fact , within a survey by Databox, 45% of participants said that the average period on page for his or her blog posts is 3-5 minutes. A higher time on page signifies that the content is pertinent, easy to read and understand, and targeted at the best audience.

Upon landing and peruse pages, however , increased time on page could mean that you will find obstacles to conversion. The content, CTAs, or even form might be complicated, for example.

Typical Time on Web page Google Analytics

Google Analytics is one of the most widely used tools in order to measure average time on page, among other performance metrics. It’s therefore necessary to explain how Google Analytics calculates this metric.

Google Analytics tracks average time on web page by measuring the difference between the timestamps of hits. That means in case a user lands on the web page and then shuts their browser home window or tab, or even types another URL into their address bar, their visit is not counted.

So average time on page is computed from the non-exits plus non-bounces only, which is a smaller percentage than the total hits for any page.

Average Time on Page shown in Google Analytics dashboard as 14 minutes 50 seconds

That’s precisely why this average is normally higher than average session duration, which we’ll talk about more within the next section.

Search engines Analytics also will keep tracking time on page even if the user’s browser window or even tab is hidden. So while this metric is not the most accurate, it is still a very important indicator of how interesting and effective your content is.  

Now that we have a better understanding of how to determine and benchmark the typical amount of time users invest in individual pages, let us take a look at how to figure out how long visitors are usually spending on your entire site.

Average Period Spent on a Website

Average time used on a website, like typical time on web page, is dependent on a range of factors. Industry, the kind of website, and even these devices that users take impact this typical.

For example , Statista  calculated the 20 most popular websites worldwide as of June 2021, by time for each visit. Users invested approximately 22 moments and 44 seconds per visit on the search engines, the most popular website, in support of. 54 minutes on VK. com, the 20th most popular.

To calculate just how long visitors are keeping on average on your entire website instead of individual web pages, look at average session duration.

Average session timeframe measures the average length of sessions on a site. Google Analytics begins counting the length of a scheduled appointment from the time the consumer lands on a web site until the user exits the site, or is usually inactive for a predetermined amount of time. (In Search engines Analytics, a session can last for up to 30 minutes without a user interacting with your own pages. )

That means a session can consist of a user viewing a single page or viewing multiple pages, and can range any where from a few seconds to a few hours.

Average session duration is determined as: total period of all sessions (in seconds) / variety of sessions.

This is a key difference in between average time on page and average session duration. Whereas average time on page excludes trips that end in completely or bounces, average session duration counts all bounces since zero seconds. This can lower the average program duration significantly in case your website has a high bounce rate.

The Google Analytics dashboard below, for example , is tracking exactly the same website as above. So while its average time on page last week has been 14 minutes and fifty seconds, its average session duration had been 1 minute plus 37 seconds.

Average session duration shown in Google Analytics dashboard as 1 minute 37 seconds

To improve average session period, or the average period spent on a website, try out the best practices below.

1 . Reduce load time.

Decreasing load time can help reduce your site’s bounce rate, which could significantly improve typical session duration.

In a study  entrusted by Google plus conducted by 55 and Deloitte, reducing mobile site download times by just 1 tenth of a second resulted in significant decreases in bounce rate: 0. 6% for homepages, 5. 7% for product listing pages, and 1 . 9% for product details pages.

bounce rate improvement by content type when load time decreased by one tenth of a second

Utilizing a CDN, optimizing pictures, reducing redirects, plus compressing files are just a few ways to reduce load time. To learn more, check out our complete guide  on enhancing your website speed.

2 . Optimize your own navigation.

Site navigation  enables visitors to quickly and easily find the information they’re looking for, like a blog post, and information and facts that they weren’t searching for, like pricing info. A good navigation system may improve the chances of guests taking action and browsing your site longer.

When designing a navigation menu, follow these best practices:

  • Put your most significant items at the beginning of the particular navigation menu.
  • Use navigation labeling that align together with your type of business and are SEO-optimized.
  • Include a search box.
  • Add navigation links in the header, sidebar, and footer of the site.

3. Add internal hyperlinks.

Another way to allow visitors to easily find plus read relevant articles on your site adds to your home internal links. Inner linking  makes your blog easier to navigate, which increases the chances that readers look at a lot more content and stay on your site longer.

Here’s an example of a blog post with lots of internal links encouraging people to dive into these subtopics in more level:

how to improve average time spent on time: blog post with 7 internal links

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4. Improve the readability of your posts.

When evaluating the readability of your content material, you need to consider what the words are on the page and how these people look.

To enhance the flow of the post, remove any kind of instances of passive voice, shorten long content or paragraphs, plus add transition phrases. To improve the look of the post, try incorporating headings, subheadings, and bullet points in order to up chunks associated with texts. Also ensure you’re using an easy-to-read font  and accessible color scheme.

A tool like Yoast SEO can help automate this process. In fact , it has a readability analysis tab where it offers actionable feedback to generate your post or page easier to learn.

how to improve average time on website: Yoast SEO's Readability analysis helps improve readability of content

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5. Add videos and images.

Adding media content, like images, videos, and infographics, is another way to enhance the readability of your content. Not only do they split up chunks of textual content — they can furthermore illustrate complicated concepts (like APIs, intended for example) and attract different types of learners.

how to improve average time on site: add images to illustrate complex topics like APIs

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Videos and images enhance the overall consumer experience and encourage visitors to stay on the page longer.

6. Optimize for all devices.

According to a study by Perficient, 68. 1% of most website visits internationally in 2020 originated from mobile devices and only 28. 9% and a few. 1% came from desktops and tablets, respectively. However , desktops went 46. 4% associated with total time on site globally and tablets drove more total time on site than mobile devices.

This emphasizes the importance of having a fully responsive website that is optimized for all gadgets. Sizing and design buttons, SVGs, images, and fonts are specifically important when creating a responsive site. To get more best practices, check out our own complete guide to receptive web design.

seven. Use exit intent popups.

Get out of intent popups  show up when a visitor is all about to bounce from the website. These include an offer or message that’s designed to bear them on the page. Briogeo, for example , has an depart intent popup encouraging visitors to take their head of hair quiz before making the site.

how to improve average time on site: Briogeo's exit intent popup encourages visitors to take quiz before leaving

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While this won’t convince every website visitor to stay, it may persuade some, which will eventually help improve your average session duration.

Encouraging Visitors to Stay on Your Site

Average time on page and average program duration are excellent indications of how engaging plus effective your content is and whether you’re attracting quality traffic. Now that you understand what these metrics imply and what benchmarks to utilize to evaluate your performance, you can focus on optimizing your web site to have visitors browse for longer.

Editor’s note: This awesome article was originally published in March 2014 and has been up-to-date for comprehensiveness.

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