Average time elapsed between the last hover and the first click on the zone.
Indicates whether the zone is understood quickly or if visitors hesitate before clicking.
How it's calculated
Hesitation Time = (Time of first click on a zone) - (Time of last hover before the first click on a zone)
How to interpret it
This metric can be used to analyze images that have text on them vs. images that are clickable but do not have text, to understand if they are being consumed properly.
A long hesitation time on a product visual can indicate that visitors don’t understand how the visual works.
Hesitation time can be either good or bad, i.e. it can convey engagement or confusion. Here, the high hesitation on the main image could be due to visitors consuming the copy above the CTA.
Significativity
It is not recommended to use this metric on low click rates. — On a small sample, time metrics are highly likely to have a high variance: some users can spend 10 min or more on the page before clicking an element, which makes the average time highly skewed if you have any extreme value.