When used as a content site KPI, what does a high Average Time on Page indicate about a specific page’s performance?

A high Average Time on Page can indicate strong engagement, especially for content-heavy pages like articles or blog posts where users are expected to spend time reading. However, for other page types, it might signal a problem. For example, a high Average Time on Page on a contact form or a checkout page could mean users are struggling to find information or complete a task. Conversely, a low time on page for a "thank you" page after a conversion is expected and desirable. Therefore, interpreting this metric requires understanding the page's intended purpose and user journey.