What Is the Average Time Spent On a Website? [+ How to Improve It] (2022)

According to a Pew Research Center survey,85% of Americans say they go online on a daily basis, with 31% reporting that they go online “almost constantly.”

With people spending more time online than ever before, it’s important that your website is optimized for visitors to browse and stick around. But longer isn’t necessarily better. You want visitors to stay on your website because they’re enjoying the content and experience — not because they can’t find the information that they’re looking for or can’t complete a desired action, like making a purchase.

In this post, we’ll cover what a “good” average time on page and average session duration benchmark is, and how to improve these metrics on your website.

Average Time On Page Benchmark

According to Contentsquare’s 2021 Digital Experience Benchmark report, the average time on page across all industries is 54 seconds. While you can use that as a benchmark, meeting it doesn't necessarily mean your average time on page is optimal.

Like page views, bounce rate, and other website metrics, average time on page is contextual. What’s “good” depends on the type of website you have, the industry you’re in, and the web page you’re tracking, among many other factors.

For example, in their 2021 Digital Experience Benchmark report, Contentsquare analyzed data

from over 20 billion user sessions from across the globe. They were able to track average time on page across 10 industries, and found major differences.

What Is the Average Time Spent On a Website? [+ How to Improve It] (2)

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B2B, for example, had the highest average time spent on page with 1.37 minutes. This was at least 20 seconds higher than the other industries. The industries on the other end of the spectrum were grocery and energy, with an average time spent per page of 44 seconds. This gap emphasizes the importance of using an average time on page benchmark that’s specific to your industry.

(Video) Increase Average Time Spent on Site

A “good” average time on page also depends on the type of content. For example, you ideally want visitors spending more time on your product pages and blog posts. In fact, in a survey by Databox, 45% of respondents said that the average time on page for their blog posts is 3-5 minutes. A higher time on page indicates that the content is relevant, easy to read and understand, and targeted at the right audience.

On landing and checkout pages, however, higher time on page could mean that there are obstacles to conversion. The content, CTAs, or form might be confusing, for example.

Average Time on Page Google Analytics

Google Analytics is one of the most widely used tools to measure average time on page, among other performance metrics. It’s therefore important to explain how Google Analytics calculates this metric.

Google Analytics tracks average time on page by measuring the difference between the timestamps of hits. That means if a user lands on a web page and then closes their browser window or tab, or types another URL into their address bar, their visit is not counted.

So average time on page is calculated from the non-exits and non-bounces only, which is a smaller percentage than the total hits for a page.

What Is the Average Time Spent On a Website? [+ How to Improve It] (3)

That’s why this average is typically higher than average session duration, which we’ll talk about more in the next section.

Google Analytics also keeps tracking time on page even if the user’s browser window or tab is hidden. So while this metric is not the most accurate, it is still a valuable indicator of how engaging and effective your content is.

Now that we have a better understanding of how to calculate and benchmark the average amount of time users spend on individual pages, let’s take a look at how to figure out how long visitors are spending on your entire website.

Average Time Spent on a Website

Average time spent on a website, like average time on page, is dependent on a range of factors. Industry, the type of website, and even the device that users are on impact this average.

For example, Statistacalculated the 20 most popular websites worldwide as of June 2021, by time per visit. Users spent approximately 22 minutes and 44 seconds per visit on Google, the most popular website, and only .54 minutes on VK.com, the 20th most popular.

To calculate how long visitors are staying on average on your entire website instead of individual web pages, look at average session duration.

Average session duration measures the average length of sessions on a website. Google Analytics begins counting the length of a session from the time the user lands on a site until the user exits the site, or is inactive for a predetermined amount of time. (In Google Analytics, a session can last for up to 30 minutes without a user interacting with your pages.)

That means a session can consist of a user viewing a single page or viewing multiple pages, and can range anywhere from a few seconds to a few hours.

(Video) Increase Average Time Spent on Site

Average session duration is calculated as: total duration of all sessions (in seconds) / number of sessions.

This is a key difference between average time on page and average session duration. Whereas average time on page excludes visits that end in exits or bounces, average session duration counts all bounces as zero seconds. This can lower the average session duration significantly if your website has a high bounce rate.

The Google Analytics dashboard below, for example, is tracking the same website as above. So while its average time on page last week was 14 minutes and 50 seconds, its average session duration was 1 minute and 37 seconds.

What Is the Average Time Spent On a Website? [+ How to Improve It] (4)

To improve average session duration, or the average time spent on a website, try the best practices below.

How to Improve Average Time Spent on a Website

  1. Decrease load time.
  2. Optimize your navigation.
  3. Add internal links.
  4. Improve the readability of your posts.
  5. Add images and videos.
  6. Optimize for all devices.
  7. Use exit intent popups.

1. Decrease load time.

Decreasing load time can help reduce your site’s bounce rate, which can significantly improve average session duration.

In a studycommissioned by Google and conducted by 55 and Deloitte, decreasing mobile site load times by just one tenth of a second resulted in significant decreases in bounce rate: 0.6% for homepages, 5.7% for product listing pages, and 1.9% for product details pages.

What Is the Average Time Spent On a Website? [+ How to Improve It] (5)

Using a CDN, optimizing images, reducing redirects, and compressing files are just a few ways to decrease load time. To learn more, check out our full guideon optimizing your website speed.

2. Optimize your navigation.

Website navigationenables visitors to quickly and easily find the information they're looking for, like a blog post, and important information that they weren’t looking for, like pricing info. A good navigation system can improve the chances of visitors taking action and browsing your site longer.

When designing a navigation menu, follow these best practices:

(Video) How To Increase Time Spent On Site

  • Put your most important items at the beginning of the navigation menu.
  • Use navigation labels that align with your type of business and are SEO-optimized.
  • Include a search box.
  • Add navigation links in the header, sidebar, and footer of your site.

3. Add internal links.

Another way to enable visitors to easily find and read relevant content on your site is adding internal links. Internal linkingmakes your site easier to navigate, which increases the chances that readers look at more content and stay on your site longer.

Here’s an example of a blog post with lots of internal links encouraging visitors to dive into these subtopics in more depth:

What Is the Average Time Spent On a Website? [+ How to Improve It] (6)

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4. Improve the readability of your posts.

When evaluating the readability of your content, you need to consider what the words are on the page and how they look.

To improve the flow of the post, remove any instances of passive voice, shorten long sentences or paragraphs, and add transition words. To improve the look of the post, try adding headings, subheadings, and bullet points to break up chunks of texts. Also make sure you’re using an easy-to-read fontand accessible color scheme.

A tool like Yoast SEO can help automate this process. In fact, it has a readability analysis tab where it provides actionable feedback to make your post or page easier to read.

What Is the Average Time Spent On a Website? [+ How to Improve It] (7)

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5. Add images and videos.

Adding multimedia content, like images, videos, and infographics, is another way to improve the readability of your content. Not only do they break up chunks of text — they can also illustrate complicated ideas (like APIs, for example) and appeal to different types of learners.

What Is the Average Time Spent On a Website? [+ How to Improve It] (8)

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Images and videos enhance the overall user experience and encourage visitors to stay on the page longer.

6. Optimize for all devices.

According to a study by Perficient, 68.1% of all website visits globally in 2020 came from mobile devices and only 28.9% and 3.1% came from desktops and tablets, respectively. However, desktops drove 46.4% of total time on site globally and tablets drove more total time on site than mobile devices.

(Video) Increase Average Time Spent on Site - Private

This emphasizes the importance of having a fully responsive website that’s optimized for all devices. Sizing and styling buttons, SVGs, images, and fonts are especially important when creating a responsive site. For more best practices, check out our complete guide to responsive web design.

7. Use exit intent popups.

Exit intent popupsappear when a visitor is about to bounce from a website. These contain an offer or message that’s designed to keep them on the page. Briogeo, for example, has an exit intent popup encouraging visitors to take their hair quiz before leaving the site.

What Is the Average Time Spent On a Website? [+ How to Improve It] (9)

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While this won’t convince every visitor to stay, it may convince some, which will ultimately help improve your average session duration.

Encouraging Visitors to Stay on Your Site

Average time on page and average session duration are excellent indicators of how engaging and effective your content is and whether you’re attracting quality traffic. Now that you understand what these metrics mean and what benchmarks to use to evaluate your performance, you can focus on optimizing your site to have visitors browse for longer.

Editor's note: This post was originally published in March 2014 and has been updated for comprehensiveness.

Originally published Dec 22, 2021 7:00:00 AM, updated December 22 2021


What is a good average time spent on a website page? ›

A good benchmark for Average Time on Page is 52 seconds, across multiple industries. Based on data from 20 billion user sessions, B2B websites have the highest Average Time On Page of around 82 seconds. However, a good Average Time on Page depends on many factors, including device type, industry, target audience type.

What did you do to successfully increase average session duration? ›

10 Ways to Improve Average Session Duration
  1. Include Videos.
  2. Break Up Text With Engaging Images.
  3. Understand the Customer Journey.
  4. Track Visitor Behavior through Your Pages.
  5. Create a Smooth User Experience.
  6. Format Your Content Properly.
  7. Focus on Interlinking.
  8. Build Content Libraries.
15 Sept 2022

What is a good average session duration? ›

What is a good Average Session Duration benchmark? A good Average Session Duration benchmark ranges between 2-4 minutes, based on Google Analytics benchmarking.

How do I increase returning visitors to my website? ›

Here are 7 proven ways to get returning visitors to your website.
  1. Start an Email Newsletter. ...
  2. Get People to Follow You on Social Media. ...
  3. Create a Push Notification List. ...
  4. Publish New Content Regularly. ...
  5. Repurpose Existing Content into Micro Content Across Platforms. ...
  6. Start a Customer Loyalty Program. ...
  7. Strategic Retargeting Ads.
19 Nov 2020

How often should website be refreshed? ›

However, as a general rule of thumb, you should redesign your website once every two to three years. This is simply because if your website is three years old — a lifetime, in the digital world — odds are it's outdated. Geriatric.

How can I increase my session time? ›

But first, one needs to know a few terminologies to get a complete picture of the average session duration.
  1. Average Time on Page. ...
  2. Session. ...
  3. Interactive Content - Videos, Puzzles, Calculators, Etc. ...
  4. Improved Copywriting. ...
  5. Smart Internal Linking. ...
  6. Content Updation. ...
  7. Provision of Additional Relevant Content.

How can I improve my session? ›

Make Training Memorable
  1. Make learning fun. Why? ...
  2. Use humor. Humor helps keep enthusiasm at peak levels. ...
  3. Use attractive packaging. Use materials that are well-packaged and that communicate value. ...
  4. Encourage participation. Make the session lively by engaging participants in the learning process. ...
  5. Build self-esteem.

How do you increase the number of sessions? ›

Here are a few tips that can help you make your visitors stay longer on your website and increase session duration.
  1. Employ an Attractive and Interactive design. ...
  2. Improve the readability of your web pages and text. ...
  3. Focus more on high-engagement pages. ...
  4. Write engaging and precise content. ...
  5. Add videos whenever needed.
1 Sept 2022

How do you measure time on a website? ›

Time on site, also known as session duration, is the total amount of time that someone spends navigating through your website. It is calculated by noting the timestamp when a visitor clicks through a search engine or link to your landing page and the timestamp when the visitor navigates away from your website.

What is a good session per user? ›

What is a good Sessions per User benchmark? The average Sessions per User benchmark is around 1.4 sessions per user. Additionally, the top 20% of websites report 1.6 sessions per user, while the top 10% report 1.9 sessions per user. This is based on a 2022 report from Littledata surveying more than 6k websites.

What is a good website visit? ›

An analysis of 3,698 sites found that the eCommerce metrics, average page views per session are between 1.8 and 4.4. If your score is more than 4.4, your site is doing great than most websites!

What are 5 ways to improve website traffic? ›

Try the following approaches to learn how to increase website traffic.
  1. Optimize your content with keywords. ...
  2. Create targeted landing pages. ...
  3. Craft engaging, high-quality content. ...
  4. Use digital ads to promote your site. ...
  5. Boost your local search reputation. ...
  6. Send emails that link to your website.

What makes a website attractive to visitors? ›

The website colors, fonts, button styles, heading sizes, image styles, image sizes, and backgrounds are among the pieces to keep consistent. While all of these elements are part of what makes a website visually appealing, they are all relative.

How do you attract customers to your website? ›

To recap, some of the key things you can do to help attract customers to your online store include:
  1. Create an aesthetic website.
  2. Optimize your product listings.
  3. Use high-quality product images.
  4. Market your store using email marketing, social media, and SEO.
  5. Provide an excellent customer experience and support service.
19 Jul 2022

How do you maintain a website regularly? ›

To be done weekly
  1. Check that all of your pages are loading without errors.
  2. Run a backup and make sure a previous version of your site is stored.
  3. Make updates to website software and plugins.
  4. Check that all of your forms are running properly.
  5. Remove any spam comments from pages and posts.

How can I improve my website stickiness? ›

7 Ways to Improve The Stickiness Of Your Website
  1. Reduce Clutter. ...
  2. Make Navigation Intuitive. ...
  3. Make The Initial Site Interaction Relevant. ...
  4. Ensure That Your Content Is Up-to-date. ...
  5. Start An Interaction With Your Users. ...
  6. Provide Plenty Of Support. ...
  7. Make Sharing Easy.
27 Dec 2011

How long should a session token be? ›

Session identifiers should be at least 128 bits long to prevent brute-force session guessing attacks. The WebLogic deployment descriptor should specify a session identifier length of at least 128 bits. A shorter session identifier leaves the application open to brute-force session guessing attacks.

How do you handle session timeout? ›

Answers. keep the same timeout for FormsAuthentication and Session. if session timesout then you will be auto redirected to your login page. and if you are not using forms authentication then you have to check session ...if NULL then redirect to login page !

How do I resolve session timeout? ›

Applying the default settings in your web browser may resolve the issue. In order to do this:
  1. Open the Tools menu.
  2. Select Internet Options.
  3. Select the General tab.
  4. Click the Restore to Default button.
  5. Click OK.
  6. Try logging in again to see if the problem is resolved.

How can an online session be improved? ›

Here are some tips on improving the online experience, for yourself and for your students.
  1. Get Personal. ...
  2. Forge Connections. ...
  3. Engage and Motivate. ...
  4. Provide Clarity. ...
  5. Monitor Performance. ...
  6. Ensure Equity. ...
  7. Stimulate Conversation. ...
  8. Keep It Fresh.
7 Apr 2021

What is the most effective way of learning session? ›

One of the most impactful learning strategies is “distributed practice”—spacing out your studying over several short periods of time over several days and weeks (Newport, 2007). The most effective practice is to work a short time on each class every day.

How long should a virtual training session last? ›

A best practice for virtual training delivery is to limit sessions to no more than 60-90 minutes in length. For longer training meetings, consider splitting these into shorter sessions or spreading them across multiple days.

How long should a session 0 last? ›

Weekly is great, but twice per month is the reality for most groups of 4 or more players. How long should a session last? About 3 hours is normal, but if you only meet once a month (and if your group is up for it), consider going for those 6+ hour marathons!

How many sessions are enough? ›

Many people will reach their goals in around 12 to 20 sessions. And many others benefit from longer-term work over several years. We're flexible to work with you as long as you need and we'll be there supporting you for as long as it helps. At the start, it will help to see your therapist either weekly or fortnightly.

How do you structure a session? ›

How to Develop a Session Plan
  1. Step 1: Define Learning Objectives. Your first step is to specify what you want your trainees to learn, and determine how you will measure this. ...
  2. Step 2: Clarify Key Topics and Related Concepts. ...
  3. Step 3: Organize Material. ...
  4. Step 4: Plan Presentation Techniques.

What is the best tool to measure website performance? ›

Best website performance test tools in 2022
  1. Google PageSpeed Insights. Best for: Checking Google's Web Core Vitals. ...
  2. GTmetrix. Best for: Performance monitoring from different devices and browsers. ...
  3. Pingdom. Best for: Continuous performance monitoring. ...
  4. WebPageTest. ...
  5. WAVE Web Accessibility Evaluation Tool. ...
  6. SEO Site Checkup. ...
  7. Uptrends.
12 Jul 2022

What are the 3 types of sessions? ›

Sessions of Parliament
  • Budget session (February to May)
  • Monsoon session (July to September)
  • Winter session (November to December)

What is a good page views per session? ›

What is a good Pages Per Session benchmark? The average number of page views per session across all industries is 5. Grocery has the highest average page view count of 7, while B2B has the lowest, with an average of 2 page views per session.

What is a 1 day active user? ›

1-Day Active Users: the number of unique users who initiated sessions on your site or app on January 28 (the last day of your date range). 7-Day Active Users: the number of unique users who initiated sessions on your site or app from January 22 through January 28 (the last 7 days of your date range).

What is the average page load time for websites? ›

The average website loading time is 2.5 seconds on desktop and 8.6 seconds on mobile, based on our analysis of the top 100 webpages worldwide. The average desktop First Input Delay (FID) speed is 12.73 milliseconds on desktop and 59.73 milliseconds on mobile.

What is average pages per session for a website? ›

This metric is calculated by dividing the number of pageviews by the total number of sessions. For example, if your website has an average pages per session of 3, this means the average user visits three pages before leaving your website.

What is good website speed? ›

Ideally, you'll want your website to load within three seconds, or two seconds if it's an ecommerce site. The two-to-three second mark is the turning point where bounce rates skyrocket – in fact, 40% of consumers will wait no more than three seconds before abandoning a site.

How do you increase page views? ›

  1. Email List Building. Using your current readers and customers is a great way to drive traffic to your website. ...
  2. Community Engagement. The more brand recognition you have, the more traffic you will drive to your website. ...
  3. On-Page SEO. ...
  4. Quality Backlinks. ...
  5. Video Marketing. ...
  6. Content Repurposing. ...
  7. SEO Tools. ...
  8. Historical Optimization.
31 Aug 2021


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