Time on Task
How long people take to finish a task.
Why it matters
For repeated tasks, each extra second adds up. It also reveals where people hesitate.
How to use it
- Time only successful attempts, or report them separately.
- Use the median or geometric mean, because a few slow users skew the average.
- Compare against the older design.
Example
Reducing checkout from 90 to 60 seconds is a clear result.
Watch out
Longer is not always worse. In reading or browsing, more time can mean more interest.