Average time on site

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This is the percentage of traffic, the number of visitors, who arrived at a specific landing page on our site and left directly from it, without browsing other pages or sections. Ideally, this number should be low, because, theoretically, it would mean that the user found the site interesting and worth browsing.

Be careful, there is a catch here. You need to take into account what specific topic or objective the page in question is about. Perhaps if it is a page with a very direct call to action and pharmacy database the desired conversion occurs on it (product purchase, software download, contact form), it is not a bad thing if the bounce rate is a little higher there. But I remind you that there is something called “ remarketing ” that you can use in these cases. So this caveat has a rather limited scope.



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Another important metric that can give you an indication of the level of user engagement and loyalty , and the quality of the content or information that we present on the different pages of a site.

In this case, it is clearly ideal for the number to be as high as possible, depending on the sector in which we operate or the type of content we present. It may sound like a broken record, but all the advice and information you read on this blog and any other should be extrapolated to your specific case , since each one can be very different.

If we have a site for streaming feature films, it is clear that the average time spent on the site is going to skyrocket. That is why we need to modify the levels of analysis and the sampling averages so as not to lie to ourselves.

Be careful, there is a catch here too. Sometimes, on certain pages, an increase in the average time spent on the site may not be so auspicious. If we have an e-commerce site and the user has reached the last instance where they have to make the transaction, perhaps the fact that their stay there is too long is not a good sign. That is why it is essential that we analyze and define what the main objective of each section of our site is.



Pages/Visit
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This metric will give us an estimated average of the number of pages a visitor views each time they enter the site. Ideally this number should be high, as it would theoretically mean that the level of interest is higher and that the information presented on the site is relevant. But, as with everything in life, there are factors to read between the lines here as well.

If our site is based on an established conversion funnel at the end of which customers have to make a purchase, perhaps optimizing that funnel would mean that users have to follow fewer steps to get to it, ergo, that they navigate fewer pages, ergo, increasing conversions .

In any case, and despite this, I am of the opinion that it is always good for visitors to browse as many pages as possible. Again: on-site remarketing . If the site is well designed and has adequate usability, it is always possible to increase conversions or diversify them.