HERE’S HOW YOU NEED TO TREAT TIME AS A METRIC
So, ignore time altogether?
Not necessarily. Instead, treat time-spent-on-an-asset just like any other metric. Meaning, study accounts that convert and look for what traits they all have in common.
For example, if your conversions increase when you offer content about a specific topic or in a certain format, those are valuable traits that should play a role in your strategy going forward. Likewise, if the time leads are spending on your asset grows with conversions, you know that’s an important metric.
Whatever you do, don’t put the horse before the carriage. Aim for conversions first and then follow the clues of what led to them second. Otherwise, you’ll spend a lot of money on digital assets that just waste time.
Time is an excellent tool, but it can be over-used. Balancing it with other metrics is a much easier way to succeed.