What Is ‘Average Time on Page’ & Why Does It Matter for E-Commerce?
What is ‘Average Time on Page’?
Average time on page is exactly what it sounds like — the average amount of time users spend on any given page of a website. Time on page takes all users into account, not just those that come from the search engine results page (SERP). Social media, emails, and redirect links from another webpage all count as sources.
‘Average Time on Page’ & ‘Dwell Time’. What’s the Difference?
Dwell time is the length of time between the moment a person clicks on a search result and when they go back to the search engine results page.
Let’s say you are looking for a black coat. You’ve entered your query (“black coat”) and picked one of the options on SERP. You either reached the page you wanted and continued to interact with it, or the resulting content wasn’t what you were looking for and you hit the back button.
Dwell time is a special case of time on page, so by increasing the latter, you automatically boost the former. It is also important to note that dwell time isn’t a publicly available metric you can measure with Google Analytics.
Why is ‘Average Time on Page’ important for e-commerce?
According to a study entitled “Predictive Analytics of E-Commerce Search Behavior for Conversion”, “the purchase probability reaches the highest when a person spends around 50 seconds on the item page”. Consequently, the product page content should provide maximum value without overwhelming the client. More time on a page translates into sales.
How Can Retailers Increase ‘Average Time on Page’?
The simple answer: By providing engaging content that the shopper can interact with. Informative, concise, and immersive — this is the formula for the ultimate product page content.
According to Baymard, an independent web usability research institute that conducted a 2 year-long in-depth study on product page UX, of the 60 top-performing US and European e-commerce websites, 82% — the overwhelming majority — are either “poor” or “mediocre” in their performance.
Do you want to avoid ending up in the 82%? Then start your journey to the fully immersive shopping experience by:
- Reading our materials on the product page of the future. Here are Part 1 and Part 2 of the series.
- Learning more about the Cappasity solution from our case studies.
- Integrating the Cappasity 3D View format into your website for higher Time on Page.
P.S. Does adding 3D Views to an e-store impact dwell time? Yes, it does!
By making the product pages more immersive, retailers ensure that the users coming from SERP will stay for longer and get maximum information.