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Running an eCommerce business involves monitoring several key metrics, including one often overlooked but crucial indicator: average page views per visit. This metric provides valuable insights into how users navigate your website, their level of engagement, and what drives them to explore more or leave prematurely.
So, what are the latest benchmarks for pages per session in 2025, and how can you use this data to optimize your site?
What Is the Average Page Views per Visit?
As of 2025, the average page views per visit for eCommerce websites are:
- Desktop Devices: 4.9 pages
- Mobile Devices: 4.4 pages
These figures reflect stable engagement rates, emphasizing the importance of delivering a seamless and captivating experience across all devices.
Desktop Browsing Trends
On desktops, the average page views per visit remains consistent at 4.9 pages, the same as Q4 2022. This stability indicates that desktop users still tend to engage more deeply with websites than mobile users.
Key Data Points:
- Highest Industry Average: Energy, Utilities, and Construction (6.8 pages)
- Lowest Industry Average: Software (2 pages)
These trends highlight the importance of tailoring user experiences based on your industry and target audience.
Mobile Browsing Trends
Mobile browsing continues to show slightly lower engagement, with an average of 4.4 pages per visit. Mobile users often expect faster load times and simpler navigation, which are critical to keeping them engaged.
Key Data Points:
- Highest Industry Average: Travel and Hospitality (5 pages)
- Lowest Industry Average: Software (1.9 pages)
The narrower engagement range compared to desktops shows the importance of mobile-first optimization for eCommerce businesses.
Industry Benchmarks
Different industries exhibit varied levels of engagement. Here's a breakdown:
- Energy, Utilities, and Construction: 6.8 pages (desktop), 5.5 pages (mobile)
- Travel and Hospitality: 5 pages (mobile), 4.9 pages (desktop)
- Software: 2 pages (desktop), 1.9 pages (mobile)
By understanding how your sector performs, you can set realistic benchmarks and tailor strategies to improve engagement.
Strategies to Increase Page Views per Visit
If your site’s metrics fall below the 2025 averages, here are actionable tips to boost engagement:
- Enhance Navigation
- Simplify menus and add clear categories to help visitors easily find what they’re looking for.
- Use Internal Linking
- Link related products and content to encourage further exploration of your site.
- Optimize for Mobile
- Ensure your site loads quickly and offers a responsive design that’s easy to navigate on smaller screens.
- Create Engaging Content
- High-quality visuals, detailed product descriptions, and informative blog posts keep users interested.
- Personalize User Journeys
- Use data insights to recommend relevant products or content to visitors based on their behavior.
Tracking average page views per visit is a valuable way to measure user engagement and optimize your website for success. Whether through better navigation, faster load times, or targeted content, focusing on this metric can significantly impact your conversions and revenue.
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