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Which is better, bounce rate or time on site?
I'm split testing some changes on a tube site which involve adding some content to some pages, including more banners to click on. So far the results are
Overall it produces more clicks to sponsors, which seems obvious since there are more banners;
On iPhone it increases time on site and lowers bounce rate, by statistically significant amounts;
But on Android, iPad, Windows and Mac it lowers time on site whilst also lowering bounce rate. I can't think why unless it's because users are more likely to click out to a sponsor and therefore spend less time on site.
Which would you prefer to have, lower bounce rate or higher time on site (but not both)?
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