Average Page Views per Visit in Ecommerce
Part of running an ecommerce business involves 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 your target audience navigates 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 the latest data (from the fourth quarter of 2021) on average page views per visit in ecommerce stores, consumers browse through an average of 5.8 pages on US ecommerce stores every time they visit.
This is a 0.6 percent year-over-year decrease. In Q4 2020, the average page views per visit were at 6.4. Over the past year, this figure had actually been falling, dipping slightly to 5.8 in the first quarter and further to 5.5 in the second and third quarters before rising again.
This is unlike the average page views per visit in ecommerce stores in Great Britain, which grew from 8.4 in Q4 2020 to 8.8 in Q4 2021. Online stores in EMEA countries, however, experienced a decrease in average page views from 8.3 to 7.0 over the same period.
Pages per Session Benchmark by Device
Mobile browsing and desktop browsing are two vastly different experiences. When setting a pages per session benchmark for your ecommerce store, you must also consider the device your consumers are using.
As of Q4 2021, the highest number of page views in the US is from tablets, recording 7.1 pages per session on average. This is followed closely behind by desktops with 6.7 pages. In comparison, mobile devices produce just 5.4 pages visited per session.
This general pattern is also seen in EMEA countries, where users using tablets to browse visited more pages than those on other devices. Specifically, the average page views per visit for tablets was 8.5, compared to 7.8 for desktops and 7.1 for mobile phones.
User behavior is slightly different in Great Britain. Desktop users there browsed the most number of pages, with an average number of page views per visit of 11.2. This is followed by 10.9 for users on tablets and 8.4 for users on mobile phones.