Guide To Increase User Retention Time On Your Web Pages. The time spent on the page is one of the metrics that we should pay the most attention to as part of our work in Digital Marketing.
Especially, this indicator is key to measure the penetration, scope, and results of the actions of a Content Marketing strategy that seeks to make a brand relevant and visible through its value.
By virtue of the aforementioned, we will share this complete guide on the permanence time on the page, where you will not only find a list of good practices that you can apply to increase it but also specific reasons why improving this metric is so important in a strategy of Digital Marketing.
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Why is the time on the page so important for the websites?
Among the reasons that make this factor key and valuable for sites – and, commonly, strategies – the following stand out:
Greater authority before search engines
Yes, the time spent on the page is directly related to SEO.
By obtaining a high average, the algorithms of Google and other search engines will value that your site is professional, relevant, and useful, so they will give it a priority when making their lists of results and defining the SERPs.
Of course, when it comes to search engine optimization, there are many other aspects that come into play, such as popular keywords. Guide to increase user retention Time
Increased chances of conversion
If a user spends a long time on your website and goes from one content to another, you will manage it strategically within the Marketing funnel, having greater possibilities of converting it to Lead and, later, to a customer.
Reflection of engagement
There is no point that your content is visible if it does not captivate users.
Precisely, the long residence time is synonymous with the fact that the desired engagement does occur.
Strategies to Increase Page Retention Time
The strategies that you can carry out to boost the time spent on the page and tactically manage users within your website are many. Below, we highlight some of them:
1. Incorporate internal links in texts and articles
Logically, the abandonment rate is high when users find few options and alternatives within a certain web page.
Due to this, it is essential to promote a truly comprehensive experience that invites the user to stay on the page and enjoy the multiple information it offers. Guide to increase user retention Time
In this sense, a strategic practice is to place internal links in articles and texts that, in addition, respond to doubts and concerns that the user may experience as they interact with content.
For example, if you build a smart management toolkit for business and list ERP systems on your list, you might want to put an internal link to some extensive and in-depth content you’ve produced about that solution.
If you do not do this and the user is especially interested in this tool, you will run the risk of leaving your site to look for information about it on other portals.
Also, to strengthen the internal links scheme, it is convenient to practice the Topic Cluster, which could be classified as the organization of content around a specific topic.
In practice, it consists of creating a complete content – which we could classify as a “pillar” – which includes multiple internal links of materials that are related to its focus or that are relevant.
Likewise, it is important to note that internal links contribute to the search engine optimization strategy.
In WordPress, you can inspect the number of internal links that each page of your blog receives, so you can identify those that you have been forgetting more than ideal. In the end, a page that has no internal links to its content works like a “ghost” in your overall structure.
2. Include CTAs and present them in an attractive way
Do you know what a CTA is? It is the acronym for Call to Action —call to action— and is a strategic and key element for content, websites, and Digital Marketing strategies in general.
As its name reflects, it is a call, graphic, announcement or short text that invites the user to take a favorable action for the attraction or conversion process, such as reading another blog article, leaving a comment or subscribing to the newsletter.
This shows that it has the ability to extend the time spent on the page and, additionally, motivate the person to advance to a new stage of the business day. Guide to increase user retention Time
For the CTA to fulfill these strategic purposes, it must be presented in an attractive and direct way.
Even when a call to action is very relevant for your Buyer Persona and you plan to use it in multiple contents, you can present it through a specific and exclusive design, as in this example:
Do not forget to assess the stage of the Marketing funnel in which the user is. For example, it is not convenient to create a call to action aimed at the person contacting advisers in your company if they are just in the discovery stage of their problem.
3. Use the content of long duration
It seems a very obvious strategy, but the truth is that the Digital Marketing teams do not always apply it.
Naturally, if you include long-lasting content, the rate of time spent on the pages could increase substantially.
These types of materials include videos and podcasts, two formats that are also very fashionable.
Of course, it is not enough to include extensive audiovisual or sound content, but you should focus on making them truly relevant and capture the interest of the user, motivating them to be consumed to the end.
Another good practice is for you to include CTAs — which meet the strategic purposes we’ve already mentioned — in closing these materials.
4. Produce interactive content
Engagement plays a key role in the time spent on the page. For this reason, you should focus on producing content that impacts people, both for its usefulness and functionality, and for its ability to evoke feelings and emotions.
Given this reality, the production of interactive content is a great idea, due to its ability to offer comprehensive and satisfying experiences that motivate the user to maintain a high level of commitment to the materials and messages of a brand.
The interactive tests – highly visual and striking – are a very good example of this type of content. In addition, in the case of this format, it allows obtaining information of interest about the potential client.
White papers, ebooks, interactive maps, and different resource library tools such as calculators and templates also stand out.
Usually, it is important to implement a broad repertoire of content formats – interactive or not – to enrich the user experience.
You can have an interactive experience on our blog with the Marketing calculator we produced. Check it out at the link above!
5. Add smart notifications
The artificial intelligence is a helping hand to promote greater time spent on the page.
An example of this is the notifications that are activated when the user points the mouse towards the exit button.
These notices offer the user the possibility of accessing new pieces of information or of reviewing other functionalities and elements of the website, encouraging them to desist from the idea of leaving.
6. Use information forms as an exchange currency
Modern Marketing and its good practices tell us that we must include users in strategies, opening windows for them to interact, and giving them decision-making power.
That is why it is convenient to share forms and boxes that invite the user to place contact information in exchange for access to rich content, functional tools, and other advantages.
In this way, you direct visitors to your strategic objectives, entertain them, and, more importantly, obtain information of interest about them that allows you to encourage closer and more personalized interaction.
7. Optimize web design
Technical actions also have a direct impact on the residence time and one of them is the improvement of web design. Guide to increase user retention Time
Among other things, it is key that you divide the content into sections with specific subtitles or themes that make navigation more intuitive and simple.
For this, you can choose to place a tab at the top, called “categories” or “topics”, where you show what your blog is talking about and allow you to directly enter the user’s areas of interest.
The balance of colors, reliefs, styles, and other graphic design elements is another thing that you must consistently guarantee.
It also optimizes the format and style of each content itself, following good practices, such as avoiding paragraphs of more than 6 lines and incorporating lists when necessary.
8. Improve loading speed
Undoubtedly, another technical strategy that will help you extend the time spent on the page.
Put yourself in the place of the Internet user: what do you do if a site – which has interesting information – is too slow? Surely you would decide to abandon it and look for another option, like any other person.
Therefore, in conjunction with professionals, apply technical actions that improve loading speed and, consequently, the experience of seaworthiness.
You can measure the loading speed of your pages in Google Analytics, which offers insights on how to improve this indicator in your content.
9. Monitor and correct links
Don’t let visitors be disappointed when interacting with your blog content.
One of the biggest fiascos a user can experience is trying to enter a link that interests them and that it is broken or throws an error.
It is essential that you keep frequent monitoring of the URLs incorporated in your content and make sure that everything is in order. If you notice any errors, correct them immediately!
From an SEO audit on software like SEMRush, you can find broken links and export a list of those errors to contain them.
10. Place original data and information
Let’s be honest: on the Internet, it is possible to get the same data from dozens of different sites.
Taking this into account, a very good way to differentiate yourself – and, with it, motivate the user not to prefer other sites – is to provide your own information and statistics.
We know that this can be complex and time-consuming, but it is something that should be applied in a few contents, and that yields very good results and boosts credibility.
For example, you can do a few advanced contents per month, based on interviews with research firms or specialists who provide you with hard and exclusive data.
11. Add an instant chat window
If your users have any doubts or concerns after interacting with your content, do not allow them to go to other sites to resolve it.
It provides an instant chat window so that people can make all the necessary queries since together it will make the average time spent on the page increase significantly.
How to Measure The Retention Time of Users on Web Pages?
To measure the time spent on the page, you will not necessarily have to carry out tedious surveys or make calculations of your own. Guide to increase user retention Time
Fortunately, there are tools that indicate this indicator automatically and accurately. Among these solutions, Google Analytics is undoubtedly one of the best and most convenient.
More than 45% of Marketing specialists estimate that the average time spent on their pages ranges from 3 to 5 minutes.
Although it can be said that exceeding that average is already a good result, it is preferable that you look at the qualitative of the numbers and not purely quantitative.
For example, it is important that relationships the average time spent with bounce rate or bounce rate, ie the rate of users leave a site without going beyond its homepage.
If the average permanence is within that “usual” range close to 5 minutes, but the bounce rate is really low, your strategy has many points in its favor: it means that the user is motivated to discover what is behind their materials, categories, and functionalities.
In that case, you could take advantage of Google Analytics heat maps to go further and find out which are the most visited windows and categories of your portal and at which point users usually leave or leave.
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Guide to increase user retention Time. All right! You already know why the time on the page is so important and how to make this indicator reach an ideal point.
In general, it can be said that this is an objective that can only be achieved when good practices are integrated into a set of key areas, such as SEO, graphic and digital design, and web writing, among others.
If you found this content interesting and want to learn about other valuable SEO metrics, download our complete search engine ranking ebook!