Time on page

What time on page reveals

Longer time on page often indicates engaging content holding attention. Visitors reading thoroughly, watching videos, or exploring interactive elements naturally spend more time. This engagement signals content quality.

However, context matters enormously. A quick-answer FAQ page may succeed with 30-second visits—visitors found their answer and left satisfied. A detailed guide should see 3-5 minute visits. Compare against intent, not arbitrary benchmarks.

Interpreting time on page

Extremely short time (under 10 seconds) combined with high bounce rate suggests mismatched expectations. Visitors arrived expecting something different and left immediately.

Very long time without conversions might indicate confusion rather than engagement. Visitors can't find what they need, so they keep searching. Pair time on page with scroll depth and click tracking for full context.

Time varies by content type: blog posts 2-4 minutes, product pages 1-2 minutes, landing pages 45-90 seconds, contact forms 30-60 seconds. Establish baselines for each template type.

Combining metrics for insights

Analyse time on page alongside other metrics: bounce rate, scroll depth, click-through to key actions, and conversion rates. This combination reveals true engagement patterns.

Long time + low bounce + high scroll depth + good conversions = excellent engagement. Long time + high bounce + low scroll = confused visitors unable to find information. Short time + conversions = efficient page achieving goals quickly.

Improving time on page

Compelling headlines and openings hook attention immediately. Visual hierarchy guides readers through content naturally. Breaking text into scannable sections with subheadings maintains momentum.

Relevant internal links encourage deeper exploration. Videos and interactive elements increase engagement time productively. Fast load times reduce abandonment before content even renders.

Measurement limitations

Time on page for the last page in a session often records as zero—analytics can't measure when visitors close tabs. This skews averages. Use median time alongside mean for more accurate pictures.

We analyse time on page as one signal among many, never in isolation. Combined with comprehensive analytics, it helps identify content performing well and pages needing improvement.