Web Analytics: More on Time on Site Calculations
Following Avinash's great post I've already mentioned yesterday, I re-read the entire post and more than 3o interesting comments.
The main problem as Avinash explains, is that we can't actually calculate the time on page and time on site where we don't have an "exit" mark.
This basically means, that most of our "bounces", "zero" time on site and "short visits" (depending on your software verbiage) are related not only to those who close their browser right after entering your page, but to those who viewed 1 page, perhaps even for a while – but didn't go any further.
Well I say delete them!
The problem with zero time on site
The zero time on site is screwing up the entire time on site statistics of your pages.
Here's an example for a website we manage where the average time on site is 91 seconds.
Looks fine to the untrained eye: 91 seconds and 2.2 pages per visit – So is this the correct number?
Time on Site – the accurate numbers
To examine the correct way to calculate, I've created to segment using ClickTracks Analytics for users who spent a maximum of 2 seconds on the website AND for people who spend a minimum of 3 seconds on the website.
Here's what I've got now:
It means that real users, who do not close their browser window, go to the next tab or simply stay only on one page – spend a much larger portion of time on the web site, in average. This means that the engagement we're getting from them is so much better than we thought 10 minutes ago!