User journey definition about 30-seconds-web

[Chalarangelo]

Average number of pageviews

The average user views 6 pages per session. This number is fairly consistent among different user segments, but seems to spike for users performing on-site search (13 pages) and users with conversions (23 pages). Mobile users tend to view a fraction more pages than the average user.

Average time on page

Average time on page is just shy of 3 minutes. Referral traffic tends to stay on page slightly below this number (about 5 seconds less) and search traffic seems to stay on page about 2 minutes in total. This makes sense as users in this segment have a different intent. Users performing on-site search seem to stay on site more than twice as long, averaging nearly 7 minutes.

Page flow

Roughly 50% of sessions start with a snippet page. Snippet pages have by far the highest drop off rate at 85%. About 25% of sessions start in listings with a drop off rate of 35% and another 25% start at the homepage with a drop off rate of 29%.

Out of about 43% of users that make it to a second page, 44% navigate to a snippet page and 56% to a listing page. Snippet pages have a drop off rate of 33% and listing pages a drop off rate of 11%.

Subsequent pages are similarly broken down. Third page interactions (35% of users) are 38% snippet pages (29% drop off) and 62% listing pages (13% drop off) and fourth page interactions (23% of users) are 33% snippet pages (26% drop off) and 67% listing pages (9% drop off). Further interactions were not considered.

[Chalarangelo]

Useful findings

• The average user will stay on page for 3 minutes.
• A total of 6 pages will be visited.
• At least one snippet and one listing page will be viewed on average.
• About 1 in 3 users will visit the homepage.
• Users that perform on-site search tend to stay on the website twice as long.
• Users coming from organic search tend to stay 30% less on the website.
• Users coming from referrals tend to stay 50% less on the website.
• Users that land on a snippet are more likely to not visit any other pages.
• Users viewing a listing page are more likely to continue their journey than users viewing a snippet page.