| The average amount of time visitors spend on your web site gives you a far better picture of online engagement than visits or page views alone. You can find the Average Visit Duration for your web site in the Visitor Summary table of the Overview Dashboard in your Webtrends Analytics. View screenshot |
 |
|
|
| There are many ways you can use the Average Visit Duration metric to gain greater insight into your online visitors. Comparing average visit duration between two different time periods, for example, can help you measure visitor engagement over time and in relation to your online marketing initiatives. The example below compares average visit duration between the second and third weeks in January 2008: View screenshot |
 |
|
|
As you can see, the Average Visit Duration for Week 3 was higher, even though total visits were down more than 11 percent. When you put this information in the context of your online marketing campaigns, you can surmise that although there were fewer visits to your site in Week 3, the average visit was significantly longer and therefore may be of higher quality. A deeper dive into your analytics data can help you determine the cause of the change. Average Visit Duration is a useful metric for measuring visitor engagement. But, as with any metric, it’s most illuminating when viewed in the context of your overall strategy.
For more on the value of average visit duration, check out
April Moore's latest post on the Webtrends Blog.
