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Rob Arkell

What Does Dwell Rate Mean?

6th May 2010 SEO Less than a minute to read


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.

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Rob Arkell
About the author

Rob Arkell

Rob is our biggest fitness buff and he’s completed many marathons and triathlons, won a couple of half's and competed in Ironman's all over the world. But you’d never know because he never mentions it. Nope, never. Not once.

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