When used as a content site KPI, what does a high Average Time on Page indicate about a specific page’s performance?

(A) Strong performance: Users are highly engaged with the page.

(B) Poor performance: Users are struggling with the page.

(C) It depends on the specific page and its purpose.

(D) Average Time on Page should never be used as a KPI for a content site.

Explanation

A high Average Time On Page may indicate different things and it totally depends on the specific page and its purpose. Example – A high Average Time On Page in a fast loading informational article page may mean that the users are enjoying the content. However, if that article is a slow loading one then it means that they are having to wait a lot of time for the page to load and this leads to a bad experience. If you’re getting a high Average Time On Page in an eCommerce product page then it may mean that the users are struggling to make the order for a product which leads to bad user experience.

Conclusion

This question is a part of the Assessment 3 section of the Google Analytics for Power Users course. You can find all the questions from all the four assessments with detailed explanation for this exam in our Google Analytics for Power Users Assessment Answers page.

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