Session Duration, also known as Time on Site, is a metric that measures the total amount of time a user spends on a website during a single visit. It is an important indicator of user engagement and is used by marketers and website owners to assess the effectiveness of their online content, user interface, and overall user experience. The session begins when a user arrives at the website and ends when they leave, either by closing the browser, clicking a link to an external site, or after a period of inactivity which is typically set by the website’s tracking software. A longer Session Duration can suggest that users find the content compelling and relevant, thus they are more likely to explore multiple pages and engage with the site’s offerings. Conversely, a short Session Duration may indicate that the website is not meeting user expectations or that the content is not captivating enough to retain their attention. By analyzing this metric, marketers can gain insights into user behavior, identify areas for improvement, and optimize the website to enhance user retention and conversion rates.
