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Average Page View Time (APVT) measures the mean duration visitors spend on a single page before navigating away.
This metric helps assess the quality and relevance of website content. It sheds light on user engagement and content relevance. Unlike other metrics, APVT distinguishes the depth of interaction on a per-page basis, offering insight into the effectiveness of specific content. Longer Page View durations suggest users spend more time consuming your content, indicating higher engagement and interest. It's particularly useful in the evaluation of resources like whitepapers, webinars, and blog posts, where higher values of APVT are more positively correlated with content value. APVT is also useful for A/B testing.
Total Time Spent on Page / Total Number of Page Views
To calculate APVT, divide the Total Time Spent on a Page by the Total Number of Page Views. For example, if visitors spend a total of 500 minutes on a page, which has been viewed 100 times, the APVT would be 5 minutes. This calculation provides a clear metric to assess user engagement with your page content.
APVT should be considered alongside content type and user intent. Optimising content layout, using engaging visuals, and refining user experience can increase APVT. Employ A/B testing to determine changes that positively affect APVT. Consistently compare APVT against conversion rates to evaluate content performance holistically. Also, segment APVT by traffic source to gauge the quality of acquisition efforts and optimise for the most engaged audiences.
APVT should not be taken at face value without context. A brief APVT on a well-optimised landing page with clear calls to action can be positive, whilst longer times on complex pages may indicate confusion. The nature of the content dictates expected APVT ranges; hence, comparisons should be relative to content type rather than across distinct pages.
