Interpreting data and analytics is a constant effort here at Room 214, as we support the work we deliver with intricate reporting designed to impact our client’s greater marketing goals. Clarifying and expanding upon data for our clients is foundational throughout our agency.
One recent hypothesis that arose was ‘Does the average session duration (spent on a website) correlate with a respected page conversion metric?’ As one would presume, the longer a visitor spends on a website the higher the conversion (engagement) rate. We tackled this thought head on with a sample of six clients from either business to business or business to consumer markets. To help our sample be more representative, we increased our test to six samples. In addition to helping reduce bias error, we measured the data for each sample in different quarters and different years.
Through Google’s Analytics Acquisition and Channels tab, we were able to collect the data of average session durations and goal conversion metrics ranging from email sign ups to form fill outs. Once the data was analyzed through Pearson’s Correlation Coefficient formula, the results validated that average session duration is in fact correlated with the Goal Conversion Rate.
Through these findings we hope to demonstrate how important it is to have high quality, engaging content across your website. In particular, landing pages should have goals associated with them but in the absence be sure to measure performance based on average session duration. By employing content such as (Interactive Video), (Video Scribing), and (Infographics), your web content can really make the difference between a quick website visit and a more meaningful action.
To take this experiment a step further, we wanted to determine if pages per session had any correlation with a respected page conversion metric. While using the same parameters of the first study, the results indicate that there is a weak positive relationship. By discovering that pages per session have less of an impact on a respected pages conversion metric, we hope to see all of you focusing your attention to attain higher average session durations.
Posted below we have condensed our data for these experiments and averaged the six samples of both the Average Session Duration and Pages per Session.