Page views per visit
Page views per visit is “calculated
by the number of page views in a reporting period divided by the number of
visits within that time frame” (Web Analytics Association, 2008). This
particular metric falls within the scope of engagement because companies are
able to evaluate if their audience is engaging with their content. It’s safe to
assume that the more pages a visitor sees on a site, the more informed and more
likely to make a purchase. Or so it would seem. Page views per visit certainly
can give a marketing team the data it needs to determine if their site is
hitting its engagement goal as most sites usually are tracking this metric similarly
to time on site (Lofgren, n.d.).
However, it is argued that page views per visit may not provide the important part of the analysis because it lacks defining what kind of engagement (Lofgren, n.d.). Perhaps a visitor is genuinely enchanted by a sites web content or perhaps they visited for a particular purpose and the reason they have perused so many pages is because they can’t find what they are looking for? Unfortunately this metric does not define the gray area. Perhaps pulling reports on page views per visit should be a separate report and not included in any conversion rate as it may skew the data. It may also have an effect on conversion goals. In 2014, a comparative analysis was conducted on Indian e-commerce sites. In order to condense the findings, the following two graphs display in two different ways how page view per visit can be interpreted.
However, it is argued that page views per visit may not provide the important part of the analysis because it lacks defining what kind of engagement (Lofgren, n.d.). Perhaps a visitor is genuinely enchanted by a sites web content or perhaps they visited for a particular purpose and the reason they have perused so many pages is because they can’t find what they are looking for? Unfortunately this metric does not define the gray area. Perhaps pulling reports on page views per visit should be a separate report and not included in any conversion rate as it may skew the data. It may also have an effect on conversion goals. In 2014, a comparative analysis was conducted on Indian e-commerce sites. In order to condense the findings, the following two graphs display in two different ways how page view per visit can be interpreted.
From the following graphs we see
that Tradus ranked #11 in terms of traffic at three million visits (Prabhudesai,
2014). However, they ranked #4 in time spent per visit with almost seven
minutes and #3 in page views per visit at almost eight page views per visit.
Please note in diagram 2, Flip Kart was only one additional page per visit but
generated two additional minutes of time on site and a whopping 59 million
visits (Prabhudesai,
2014).
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Two ways this data can be interpreted:
- Tradus has less web traffic but its audience is much more engaged and are more likely to convert or be return visitors.
- Tradus is not competitive in terms of web traffic and their high time on site and page view per visit may indicate that visitors are not finding what they are looking for.
The importance of page views per visit can
be valued in many different ways. But the best way to evaluate this metric is
not treat it as mutually exclusive from other metrics. How does bounce rate
play a part on this comparative analysis? This real life example shows us that
it’s a small piece of a bigger picture. As Mike Belicove says, “You need to
know which campaigns are driving the most traffic to your site and how effective your site is in converting
that traffic into targeted behaviors (Belicove, 2009). If you are finding that
a higher page views per visit is due to a shortcoming of the site, it is
recommended to look into ways of simplifying a sites navigation, writing clear
and concise and increasing your internal search engine (Lofgren, n.d.).
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| (Poeter, 2015) |
Resources
Belicove, M. (2009). Analyzing the analytics: How to make sense of your Website's performance data. Entrepreneur, 42.
Belicove, M. (2009). Analyzing the analytics: How to make sense of your Website's performance data. Entrepreneur, 42.
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