Why can duration be a misleading website statistic? In general, a longer duration is better. However, visitors could be spending more time on the site but not buying. Since duration is not measured the same way across all browsers, companies should not report this statistic without also noting which browsers its visitors tend to use. Website visitor duration can be uncorrelated with e-mail marketing metrics. When website duration increases, it is typically due to confusion among visitors -- people often stay on a site for hours when they cannot find a product of interest