Average Page Views per Visit in Ecommerce
Part ofrunning an ecommerce businessinvolves setting goals and making sure they are met. This doesn’t only cover sales-related KPIs but also website metrics.
One key aspect of your ecommerce website all online store owners should monitor is the average number of page views per visit. This is key to understanding how yourtarget audiencenavigates your website, what gets them to leave, what intrigues them to continue browsing, and more.
So, what’s the number of pages per session benchmark you should aim for?
According to thelatest data(from the second quarter of 2022) on average page views per visit in ecommerce stores, consumers browse through an average of 6.5 pages on US ecommerce stores every time they visit.
This is a 0.1 percentage point year-over-year decrease. In Q2 2021, the average page views per visit were at 6.6. Over the past year, this figure has been rather unsteady, increasing to 7.6 and 7.7 in the third and fourth quarters of 2021, respectively, before falling to 7.1 at the start of 2022.
This is unlike the average page views per visit in ecommerce stores in Great Britain and EMEA countries, which have been falling over the past few quarters.
Pages per Session Benchmark by Device
Mobile browsing和桌面浏览是两个截然不同的费用riences. When setting a pages per session benchmark for your ecommerce store, you must also consider the device your consumers are using.
As of Q2 2022, the highest number of page views in the US is from tablets, recording 7.1 pages per session on average. This is followed by desktops with 6.8 pages. In comparison, mobile phones produce just 6.4 pages visited per session.
This slightly different pattern is seen in EMEA countries. While users using tablets to browse also generated more page views (7.9) than those on other devices, mobile phones follow with the second-highest average number of page views per visit, with 7.3, followed by desktops, with 6.7.
User behavior in Great Britain is similar to that of the US. Tablet users there browsed the most number of pages on tablets, with an average number of page views per visit of 11. Visits from desktops generated 10.8 page views, compared to 8.9 on mobile phones.