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 first quarter of 2022) on average page views per visit in ecommerce stores, consumers browse through an average of 7.1 pages on US ecommerce stores every time they visit.

This is a 0.4 percentage point year-over-year decrease. In Q1 2021, the average page views per visit were 6.7. Over the past year, this figure has been rather unsteady, dipping slightly to 6.6 in the second quarter before rising to 7.6 and 7.7 in the third and fourth quarters of the year, respectively.

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. 

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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 Q1 2022, the highest number of page views in the US is from tablets, recording 7.3 pages per session on average. This is followed closely behind by mobile devices with 7.2 pages. In comparison, desktops produce just seven 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 7.7 for mobile phones and 6.9 for desktops. 

User behavior is slightly different in Great Britain. While tablet users there browsed the most number of pages, with an average number of page views per visit of 11.8. Visits from desktops generated more page views (11.6 on average) compared to mobile phones (8.8).

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