Sorry to hear that your viewers stay on your website so long!
A marketing/web coordinator has just finished his first web traffic analysis and report, and he is very pleased with the company website performance / web metrics in the last few months. The best item of all he thinks is the “Average time on site” item — telling him how long on average his viewers stay on the site. It’s about 5 minutes, so people must find his company website interesting and stay long to find more information.
Well, another fictitious but not so fictitious story. Usually longer average time on site means that your site has very good content, and people have spent time reading the content and exploring more about your site. If longer average time on site goes together with higher conversion rate – more orders and product requests received, and higher loyalty rate – more repeat viewers/customers, then your site is likely in a good shape. However, if you don’t see any increase in the other figures, it’s highly possible that your viewers just get LOST on the site! They have to stay long because they can’t get to the needed content fast enough. If so, your site has serious issues with its simplicity, its information architecture, its search function, its user-friendliness and its overall usability.
Of course, we’re kind of a gray area here. Sometimes, making viewers wander around on your site is a good thing because they may buy things that they didn’t plan to, or they can unexpectedly learn more about your site and may decide to come back later. However, if either or both the conversion rate and the loyalty rate has not increased, you need to have a closer look at the figures again. Your web performance may not be so good as you have thought in the first place.