Session length, part 2
Let’s take this report to the next level and slice it a bit. (BTW, Session length part 1 can be found here).
1 - First time vs Returning users
Take a look at this example. Interesting but you can’t be surprised. The 1-page exit rate plummets from 35% to 15% for returning users. Also note that the 3-page “bump” is more pronounced for returning users - as if they came just to check if their favorite site had the product they’re looking for - and then left.
2 - Slicing by visit number
We’re now looking at the influence of a user’s visit number over session length. Take a look at this distribution . This time, the chart is not a distribution but a cumulative chart indicating how many users leave after X page views, as a percentage. And we’re doing this for users on their 2nd visit to the site, 3rd visit, 4th and 5th. Again, interesting to see that the more visits to the site, the longer the session. People seem to have more patience for a site they know.
3 - Slicing by Geography
Let’s try to see if geography has any influence. See here the distribution for San Francisco vs New York. Again, interesting and not terribly surprising to see that browsing patterns aren’t that different based on where you live (*in general*, there are expections).
4 - Slicing by Entry page
In this final (and most interesting example!), we’re looking at the influence of the landing page on session length. In blue, campaigns with the home page as the landing page, in red, campaigns with a custom page for the landing page. Take a look and email me your thoughts (or drop a comment)…
Until next time - for part 3.
