Average Time on Site

Understanding average time on site

Average time on site (ATOS) is a metric that measures how long, on average, visitors stay on a website during a single session. It’s an important indicator of user engagement and content effectiveness. If users are spending substantial time on your site, it indicates they are finding your content relevant and engaging.

This may seem like a metric specifically for B2C businesses, but it’s also relevant for B2B. For example, when purchasing industrial equipment or bulk materials, buyers may need to carefully review technical specifications, compare pricing tiers, and validate compatibility with existing systems. If ATOS is low, it might suggest that users are struggling to find product information or are not finding the detailed specifications they need to make the right B2B purchasing decisions.

Let’s look more at the importance of ATOS in B2B eCommerce.

Why average time on site matters in B2B

The time visitors spend on your site directly impacts various aspects of your B2B operations. In the B2B space, longer session times often correlate with higher order values and increased customer loyalty.

While B2C visitors might browse casually, B2B users typically have specific procurement goals. Higher engagement often indicates that buyers are finding the detailed product information, pricing structures, and ordering capabilities they need.

The insights you get from ATOS on the perceived quality of content is valuable in B2B because your content must serve multiple groups within the same client organization. Technical users may need detailed specifications, while procurement teams need pricing and volume information. By analyzing which content drives longer session times, you can better understand and serve these diverse B2B user needs.

Jeff de Bruges, a European chocolate industry leader, found that providing comprehensive product sheets with technical details and recommended groupings significantly improved buyer engagement on their B2B platform built by DJUST.

How to improve average time on site

Improving ATOS on a B2B website requires a strategic approach focused on the unique needs of B2B buyers. Professional buyers often require more detailed information and functionality than B2C shoppers to complete their purchasing decisions.

Optimize website design

A well-structured B2B website should prioritize efficiency and functionality while maintaining visual appeal. Clear navigation becomes especially important when dealing with large product catalogs and complex ordering processes.

DeSter, a leading provider of sustainable food packaging, transformed their B2B operations by implementing a platform that streamlined all manual ordering and administrative tasks.

Expert Tip: Professional buyers expect different experiences based on their location and business type. Consider implementing region-specific stores with tailored catalogs, currencies, and payment methods. DJUST clients report that this localized approach significantly increases time spent exploring products relevant to each market.

Offer high-quality content

Content is king. Professional buyers expect detailed technical specifications, bulk pricing information, and compatibility data.

For example, Eiffage, a major construction company, revolutionized their purchasing process by ensuring all listed items include product-specific environmental declarations and carbon footprint calculations. This level of detail keeps their buyers engaged longer as they evaluate sustainable purchasing options.

Leverage interactive features

For B2B platforms, interactive features should focus on streamlining procurement processes. Collaborative tools like shared shopping lists and quote management systems encourage longer site engagement.

For instance, Foodia, a global B2B food trading portal, integrated multiple payment solutions and logistics options into their unified platform to create a more engaging buying experience.

Monitor and analyze user behavior

Utilizing analytics tools to track user engagement can help identify which pages hold users’ attention and which do not. This allows you to refine your content strategy based on actual data rather than assumptions.

Understanding how professional buyers interact with your platform requires specialized analytics focused on B2B purchasing patterns. DJUST offers built-in analytics tools that can track user interactions, making it clear where you can improve the B2B purchase process.

Using DJUST.io to improve average time on site

DJUST.io provides a wide range of various tools and functionalities that can help your business enhance its ATOS. The platform’s focus on user experience, such as customizable templates, interactive product catalogs, and data-driven analytics, ensures that users find what they’re looking for quickly and efficiently, thus keeping them engaged longer. Other important features include:

• Stock management: Real-time inventory synchronization across warehouses ensures buyers spend time exploring available products rather than discovering stockouts later in their journey.
  
  
• Payment processing: Integration with payment service providers like Lemonway, Thunes, and Mangopay allows buyers to complete transactions using their preferred payment methods, reducing abandonment during the checkout process.
  
  
• Search functionality: Connection with search engines like Algolia enables rapid product discovery, helping buyers quickly find relevant items and spend more time examining product details rather than searching.

Improving average time on site requires seamless integration with your existing business systems. Modern B2B eCommerce platforms like DJUST can connect with your current tech stack through the DataHub module, which manages synchronization of product content, pricing, inventory, and orders across systems. This ensures visitors see accurate, real-time information that keeps them engaged longer.

For example, when DeSter implemented DJUST’s B2B eCommerce platform, it maintained its existing ERP system while modernizing their customer-facing experience. The platform’s headless architecture allowed them to integrate smoothly with their legacy systems while adding new features that increased user engagement.

Conclusion

Average time on site is just one of the important metrics you should be using to assess user engagement within your B2B eCommerce platform.

By focusing on B2B-specific improvements in design, content, and user experience, you can significantly improve the purchase process.

B2B-focused platforms like DJUST.io facilitate these improvements with robust features and tools, leading to better user engagement, increased sales, and ultimately, a highly successful online business strategy.

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