How video can increase dwell time and decrease bounce rate

Author: Will Sherwood

Posted on: 8th October 2019

We all want people to stay on our website as long as possible. The longer a person stays on your website, the more chances of them converting. 

In this article, we are going to discuss what dwell time and bounce rate are and how to improve them. 

What is dwell time?

Dwell time is often confused with other metrics you may monitor, such as bounce rate or average session duration. 

SearchEngineJournal defines dwell time as: 

"Dwell time is the length of time a person spends looking at a webpage after they've clicked a link on a SERP (search engine result page) page, but before clicking back to the SERP results."

Dwell time and SEO

Typically, the longer someone dwells on your website, the better. It's a positive signal to a search engine that your page is engaging and useful.

Dwell time is essential; however, there are 200 unique factors that Google will consider when ranking a page. Don't rely on just one factor to rank your web page, you need to consider other factors as well. 

Another factor that contributes to your ranking is bounce rate. Your bounce rate is the percentage of your visitors who leave after viewing one page. 

It is a crucial factor for search engines when deciding where to rank your page. It's a good sign if a user explores more than one page on your website, it shows that you are offering good, quality content.

If you have Google Analytics enabled on your website, you can quickly find this out by logging in and going to Audience > Overview. 

What is a reasonable bounce rate


As you can see, the lower the percentage, the better. 

You want to aim for the lowest possible bounce rate as this means that users are actively engaging with your website and getting closer to converting. 

Improving your dwell time and bounce rate with video

On average, you have 15 seconds to capture your user's attention before they click off and go to another website. You need to make sure you are doing everything possible to grab their attention. 

Video is an incredible way of grabbing your users attention. As soon as they see that play button, it's hard for them not to hit it! Embedding a video, with a well-designed thumbnail will work wonders for your dwell time. 

In a study by Brafton, it's been shown that a video can reduce your bounce rate by 34%! However, it can't be just any random video. It needs to be relevant and add value to your users. 

I've listed a couple of examples below on how you could use video to help improve your bounce rate & dwell times in specific places on your website. 

SOURCE: Wistia


Your homepage is your "shop window" to the web; it's vital to grab the users attention as soon as the page loads. As we process information much faster when it's visual, it makes sense that videos are 41% more likely to be clicked on than text. 

Once someone has played your video, it allows you to direct them to other areas of your website, which in turn reduces your bounce rate.

Having a video on your homepage makes it 53% more likely to show up on page one of a search result.


As well as decreasing your bounce rate, video has also been shown to increase the likelihood of a purchase by 85% (Internet realtor)

Rather than just having a picture that someone may look at for a couple of seconds, you could have a short video that highlights some of the critical features of your product.

People often want to see reviews of a product before purchasing, so to speed up their decision, you could include external reviews on your product page as well. 

Having someone watch a video on your product would help increase the dwell time of your page. 


Blogs are a great source of information and a way of engaging with your target market. However, as there are over 70 million new posts, posted every month, it's hard to stand out from the rest.

Video can be a great way to mix things up, and there are a couple of options with video and blogs. You don't even need to get on camera yourself! 

You don't need to create a video to use video. If you can find an expert in your field who has created a video that backs up what you are saying, that would be great to include in your post. This would help increase dwell time and encourage users to explore more of your content. 

Another way to use video would be to create your blog in video form. This means you can get your personality across and engage with your viewers. You can also transcribe the video after to have a text version as well!

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