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 second quarter of 2021) on average page views per visit in ecommerce stores, consumers browse through an average of 6.3 pages on US ecommerce stores every time they visit.

This is a 14 percent year-over-year decrease. In Q2 2020, the average page views per visit were at 7.3. Over the past year, this figure has actually been falling steadily. It dipped slightly to 6.8 in the last two quarters of 2020 before falling further to 6.7 in Q1 2021.

This is also in line with all other regions. The average page views per visit in ecommerce stores in the UK have fallen from 11.7 in Q2 2020 to 9.6 in Q2 2021. Likewise, online stores in EMEA countries have also experienced a decrease in average page views from 10 to 8.3 over the same period.

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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 Q2 2021, the highest number of page views is from tablets, recording 7.5 pages per session on average. This is followed closely behind by desktops with 7.1 pages. In comparison, mobile devices produce just 5.9 pages visited per session.

Pages per Session Benchmark by Operating System

The operating systems consumers use also affect their browsing experience. The average page views per visit to ecommerce stores for users on Chrome OS is 10.6 – the highest of the most popular operating systems.

Windows and OS X are tied in second place with 9.2 page views per visit, followed by Android with 7.3, iOS with 6.9, and Linux with 2.3.

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