Average Visit Duration

Average Visit Duration is the average amount of time visitors spend on a website within a session.

Calculation

Similarweb calculates Avg Visit Duration based on the time elapsed between the first and last page-view per visit (visits are closed after 30 minutes of inactivity).

Note: This average includes bounced visits.

This is based on the time elapsed between the first and last page-view per visit (visits are closed after 30 minutes of inactivity).

  • If a user opens a link on a website and then walks away, the average visit duration would be 0, as there was no time elapsed between their first and last action on the site.

  • If a user opens a site and clicks through different links, pages, etc., and then walks away from their computer after having spent 32 minutes on the site, visit duration will be 32 minutes because that was the time elapsed between their first and last action on the site.

Using this metric

For most websites, the longer the duration, the better. Use this metric to understand:

  • to find how likely users are to complete the website goal (page views, purchase, etc.)

  • to analyze traffic month over month

  • to understand fluctuations and trends

Location

The Visit Duration insight can be found in the Research Intelligence solution on several pages within the Web Industry Analysis and Website Analysis modules.

For more information, read our blog post to discover what is a good session duration.

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