Visitor sessions, also known as user sessions, refer to the period of time a visitor is actively engaging on a website. During the session, a visitor carries out specified activities such as viewing pages, making purchases and signing up to receive notifications.
A visitor session is essentially a window of time during which a visitor interacts with a website or mobile app. As soon as the visitor leaves the website or exits the app, their session is complete. Until the visitor returns, any future actions they take cannot be attributed to the same session.
From a marketing point of view, visitor sessions can be thought of as measuring who is visiting a website and what they’re doing. They are a useful means of analysing visitor behaviour and helping to understand how long visitors stay on the website, what pages they view, and where they leave. This data helps marketers understand what’s working and what could be further improved.
Measuring visitor sessions is important for any website owner, as it helps to monitor the success and efficiency of content, product offerings, and site layout. It also allows more personalised, targeted content and communications to be offered to customers.
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When it comes to tracking user engagement, an important metric to consider is the average visitor session duration. This time-based metric helps marketers identify pages, activities, or campaigns that are generating longer engaged periods from visitors. Longer visitor sessions indicate a higher engagement rate, as visitors are spending more time exploring pages and products, rather than simply bouncing off them or exiting after a few seconds.
Similar to the average session duration, it is also important to measure the number of pages visited during each visitor session. This visitor behaviour metric is an indicator of a user’s engagement level. As the more pages visited, the higher the degree of interest the user has shown towards the content or product.
Another metric that can be measured is the order conversion rate. This tracks the percentage of users who move from an initial browsing session to actually making a purchase. During a given visitor session, the order conversion rate watches which customers complete their activity and proceed to checkout. This metric is especially helpful in understanding how successful a website is in closing sales.
Finally, another metric that is useful for tracking visitor sessions is the bounce rate. This is the percentage of people who visit a page and then leave without clicking further into the website. A low bounce rate indicates that the visitor was engaged and interested in the content, promotion or product page, whereas a high bounce rate suggests that visitor’s attention was not captured.