<b>Long sessions, empty cart</b>
An online course site celebrated its time-on-page: 6 minutes 40 on the sales page. By that logic people were devouring it. Yet checkout starts were rare.
The gap surfaced in scroll-depth crossed with time. People spent four of those minutes stuck between 40% and 55% of the page — right at a long, dense FAQ block — then most left without ever reaching the pricing further down. High time wasn't engagement. It was friction.
They cut the FAQ to five questions and pulled the pricing table above it.
Scroll-to-pricing rose from 31% to 58% of visitors, and checkout starts went from 22 a week to 51. Time on page actually <i>dropped</i> to 4:10 — and revenue climbed.
The lesson: time on page can measure people fighting your layout as easily as loving your content. Pair it with scroll depth or it tells you nothing.
The Pixel Diary
@thepixeldiaries
<b>Long sessions, empty cart</b>
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