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Users dwell when they mouse over an ad, or interact with a rich media placement such as a video.
According to a recent article from eMarketer [see: Boosting Conversion with More Engaging Ads) Users who ‘dwell’ convert.
The article states that high dwell rates correlated with high engagement, brand-related searches and ultimately conversions. It went onto say that an increase in dwell rate from 5% to 15% translated to an increase in conversion from 0.4% to 0.6%, up 45%.
This makes interesting reading and highlights the importance of ad placement, for example ads on pages with good editorial content tend to engage users and deliver better dwell metrics.
Site speed is an important area of website optimisation that people working in the world of Search Engine Optimisation are becoming increasingly concerned about.
The term “content marketing” is frequently thrown around by marketers, influencers and business owners, but what does it actually mean? Let’s kick off with a quick definition before we take a closer look at this concept.