#14 - 25 Things Your Webmaster Will Not Tell You

#14 - Average Time On Site Is A Useless Measurement

When your website statistics, these days being referred to as "analytics," refer to the average time spent per visit on your website, don't put too much emphasis on it.

There are too many variables involved for that number to mean much, in most cases.

Some search engine spiders act as a real person and impact that number. Some brides will load your website and then go to dinner and come back two hours later. Others might visit your website and then walk away from their computer for the rest of the day with your web page still "live" on their computer screen.

These visitor sessions throw the average time per visit number into the garbage. I'm not saying to ignore it, but don't lose sleep over it. The best thing to do with this number is to track it over time and make sure it does not trend downward significantly.

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