How is the time-on-page filter useful?
The original requirement came from a Financial Services company who needed to prove that customers followed a particular process on their website for legal reasons. By being able to filter down to specific sessions that included their Terms and Conditions page but where the visitor spent less than say, 5 minutes, on the page, they could identify those users who probably hadn’t read the small print in detail.
The filter could also be used to detect fraudulent purchases. If a long form page is being filled in and submitted in under 10 seconds, that’s a good indicator that your form is being completed by an automated script.
Engagement and conversion insights
Engagement metrics are becoming more important to any marketer. It’s no longer enough to simply drive traffic to a web page, we need to know if the user engages with that content. One of the ways we can do that is by seeing how long they spend on a page. Combined with the ability to view replays of those sessions, we can identify what is (or isn’t) attracting their attention.
For instance, as part of a new marketing campaign, you launch a new landing page. By using the time-on-page filter, you can segment those visitors who spend under 1 minute on your page. By replaying those individual sessions you can find out the reasons for such a short visit – are they not finding the information they need straight away and using the navigation to find out more? Or are they actually finding what they want immediately and jumping straight on the “Buy now” button?
Alternatively, you may be looking at improving your check-out conversion rate. Ideally, your payment page should be as efficient as possible. If you can identify those users who spend more than 3 minutes on your payment page, it could highlight some potential usability issues. Are they having issues filling in the form? Can they find the “Buy Now” button? Does the postcode look-up work?
How is SessionCam’s time on page measured?
Many people avoid reporting time-on-page in their regular metrics, mainly because of the way it is calculated in many analytics tools including Google Analytics.
Traditionally, the time on page is worked out from looking at when a user first lands on a page on your site and then subtracting the time from when they go to another page on your site. This means if they only go to one page, the time on page is calculated at 0. This can severely skew your data.
SessionCam records from the moment a user lands on the page to the last activity the user makes, be that clicking a button or just moving their mouse. This gives us a much more accurate view of the amount of time a user spent on a page.
How do I use the time on page filter?
The filter is available across SessionCam and can be used to segment recordings, heatmaps and conversion funnels. Simply select the filter from the drop-down list. It can be used on its own, or in conjunction with any of the other filters to give you more detailed insights.