E-commerce Glossary

Time on Site

Average duration a visitor spends on your site during a session.

Time on site measures the average engagement of your visitors. The more time they spend, the more they interact with your content and the greater the likelihood of conversion.

Calculation: Average time on site = Total session duration / Number of sessions. The e-commerce average is 2 to 4 minutes. Content-rich sites can exceed 6 minutes.

A high time indicates good engagement but is not enough: cross-reference with conversion rate. A very high time with low conversion may indicate navigation or decision-making difficulties.

Fullmetrix measures time on site by traffic source, device type, and customer segment to identify the most engaged audiences and optimize your user journey.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
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