Impact Marketing Academy

How to increase dwell time

increase dwell time

Dwell time is the length of time customers spend on your web pages so it pays to increase dwell time because the length of time potential customers spend on your website has a direct correlation to sales.

So when I saw that customers were only spending between 1 and 4 seconds on my landing-page I knew I could make an improvement.

I spent 2 hours designing a new version of the same page, which contains all of the same information but with a clearer layout, more direct messaging, explanations and better graphics.

The results speak for themselves. The new landing page immediately increased dwell time from 4 to 36 seconds and reduced the bounce rate at the same time. So more potential customers were spending longer looking at my proposition – which is a essential in order to achieve sales.

Here’s the initial landing-page and here’s the new landing-page which got 9x dwell time. After a few more tweaks I managed to increase the average dwell time even further.

If you want to make more impact, want more leads, or more sales and you’re promoting your offer online it pays to study dwell time and to A/B test landing pages. It’s not rocket science but, done right, it can have serious impact.

My top 5 tips to increase dwell time are:

  1. A Clear Offer: Ensure your opening headline immediately communicates your offer. It should be clear, concise, and aligned with the visitor’s intent.
  2. Engaging Visuals: Use high-quality images, videos, or infographics to grab attention and encourage further exploration. Videos in particular can significantly increase dwell time .
  3. Layout: Keep the page layout clean and easy to navigate. Avoid multiple columns of text. Utilise bullet points, short paragraphs, and plenty of white space to make content easy to digest .
  4. Clear Headlines: Start each section with a clear headline tailored to your customers needs, that explains what they will learn if they read the text in that section, thereby making the page easy to navigate.
  5. Explain Everything: Don’t worry about making your page too long! Explain everything that you think needs explaining.

If you’re new to marketing, or want to learn other simple marketing tricks that will help increase your impact, you will learn a lot from my Digital Marketing Essentials course.