Scroll depth and Time on page –

Scroll depth –

Scroll depth helps understand how far the visitors scroll down a page. Ex – if the scroll depth is 50%,
it means that 50% of the visitors have seen half of the content of the page. Scroll depth is a useful
metric in order to analyse the relevance of the information displayed on the page. Tata cliq can use
this metric in order to understand how effectively is the information displayed on their pages and
how relevant is the information displayed to the customers. It can also help in effective utilization of
the space provided in the page.

Time on page –

This metric measures the time that the consumers spend on each slot of a page. An ecommerce
page is usually divided into multiple slots and the graphics are placed in these slots. The time on
page is high on the first (topmost) slot and reduces as the slot number increases. This metric is useful
in gauging the visual appeal of the graphics and the content displayed in each slot. The more catchy
the graphic and the copy, the higher the time on page.

Both scroll depth and time on page are useful in gauging the customer involvement on an e-
commerce website and are also useful in tracking what graphics and copy work well and what do not
and the campaigns can be tweaked accordingly. A catchy content and graphic can help boost the CTR
and eventually lead to a purchase.

In order to improve the time on page and scroll depth, we see that Tata cliq has included a deal
shoveller that shows the top offers and sale running on the website which drives customer
engagement which leads to more number of customers shopping on Tata cliq.