Traffic doesn’t mean much if it doesn’t convert, and traffic doesn’t convert if someone is only on your site for a mere five seconds. Many companies put a lot of effort into the search engine optimization (SEO) of their website so that people surfing the web can find their website and click. However, once someone finds your website, the battle is not over. Even if you’ve also put a lot of time into designing a good-looking landing page, this doesn’t guarantee a high time-on-site figure. So what does? Content and the placement of that content.
Before working to improve your time-on-site, it’s important to understand how the term differs from bounce rate:
It isn’t always a bad thing when someone bounces from page to page; there are certain pages in many company websites where the company wants someone to bounce to another page. It is therefore up to the small business to determine which pages should have a low bounce rate and which pages should have a high bounce rate. It’s tough to just look at one large percentage for the entire site when dealing with bounce rate. Visit Kissmetrics to learn more about bounce rate.
Time-on-site will give you a good idea of the popularity of your website. The higher the time-on-site, the better chance you have for a high conversion rate.
There are a few different ways that a website can measure both time-on-site and bounce rate, but Google Analytics is probably the most popular. You can visit Google Analytics Help or Mashable to learn more about getting started with Google Analytics.
A good time-on-site number completely depends upon the type of content you offer and the type of website you run. For example, a website with a video is also more likely to have a higher time-on-site because videos are “stickier” than other forms of content.
In general, a time-on-site number of 3 to 8 minutes is actually considered good for a typical blog-type website. Estimate a little higher if your website is not centered around a blog, and estimate a little higher if your website is full of videos.
Here are a few of the ways you can improve your time-on-site number:
Time-on-site is something that can truly improve your conversion rate. You want people spending a long time researching your company and then making the decision to buy. Great content is the best way to make sure that a visitor has all the information necessary to make that decision.
Have you found that analyzing your time-on-site number has improved your conversion rates? Let us know in the comments below.
Amanda DiSilvestro is a writer on topics ranging from social media to 401k services. She writes for an online resource that gives advice on topics including phone systems to small businesses and entrepreneurs for a lead generation website, Resource Nation.
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