The Avg. Time on Step card highlights the journey step where users spend the longest average time within the last 30 days. High average times may indicate friction, confusion, or a complex process that could benefit from simplification. This card is useful for:
Identifying bottlenecks in user journeys
Prioritizing steps for process or UX improvement
Detecting stages where users need more guidance
The card supports three views: Focused, Detailed, and Contextual.
Focused View
The Focused View displays the single step with the highest average time spent in the last 30 days. It displays:
Step Name - Name of the step with the highest average time
Profiles - Number of unique users who reached the step
Average Time - Displayed in hours/minutes
For Example: First Buy - New User End - 1 profile - 24 hours
This means one unique user spent an average of 24 hours on this step, which may signal a significant delay or blockage.
Detailed view
The Detailed View expands the insight into a ranked list, allowing you to compare multiple steps. It displays a table with two columns:
Step Name - Name of the journey step
Profiles and Time - Number of unique users (profiles) who reached the step and the average time spent (in hours/minutes)
Steps Order
Steps are displayed in descending order from top to bottom, starting with the longest average time at the top.
This ordering ensures the steps with the highest friction appear first.
Step Name | Profiles | Time |
|---|---|---|
First Buy - New User End | 1 | 24 Hours |
Purchase | 2 | 1 Min |
Products Page | 3 | 1 Min |
First Buy - New User Start | 3 | 1 Min |
Categories View | 2 | 1 Min |
Contextual View
The Contextual View provides a plain-language summary explaining why this insight matters. It displays a narrative message that dynamically updates with the step name and average time.
For Example: When customers spend longer than expected on a step, it may point to friction or confusion. The longest average time is on First Buy - New User End, with users spending 24 hours on it. We calculate this as the total time spent on a step, divided by the number of unique users who reached it.
In the UI, First buy - New user End and 24 Hours are dynamic fields that change depending on the data.
Key Points to Remember
This card always shows the single longest step in the Focused View.
The Detailed View helps you compare multiple long-duration steps.
Contextual View makes the insight easy to understand for all audiences.
High times may indicate necessary but lengthy steps (For Example: Waiting for approval) or avoidable delays (For Example: Unclear instructions).
Combine with Step Stall Rate and Step Repeat Rate to determine if delays are active pauses or repeated attempts.