Average Session Length is the average time per user spends on a website in a single visit.
Ecommerce operates on the premise of establishing a healthy branding operation in the digital arena. In this space where customer engagement is vital, Average Session Length forms a crucial firmament in analyzing the user's on-site behavior. Average Session Length refers to the average amount of time spent by a user on your website during a single session.
Average Session Length = Total duration of all sessions / Total number of sessions.
Consider an ecommerce website that records a total of 500 minutes across 50 sessions in one day; the Average Session Length would be 500 minutes/50 sessions, resulting in an Average Session Length of 10 minutes per session.
The Average Session Length plays a vital role in understanding user engagement. A longer average session indicates that users, on average, find your content and products enticing and spend substantial time exploring them. It means that your website is effectively engaging users, a key aspect often leading to increased conversions and sales, ultimately affecting your store's bottom line.
Average Session Length holds a significant correlation with other ecommerce metrics like Bounce Rate, Pages per Session, and Conversion Rate. A longer Average Session Length could correspond to a reduced Bounce Rate and higher Pages per Session, typically implying that visitors are finding the site's content useful. Additionally, a prolonged session could potentially lead to a higher Conversion Rate, as users are likely to make a purchase after spending time investigating and comparing products.