Average Pages per Visit

What is this metric?

The Average Pages per Visit metric calculates an estimate of the average number of pages users interact with per visit to a brand's website.

How is this metric calculated?

Utilizing customer-identified URLs, BlueOcean develops an estimated average number of pages per visit at the domain and subdomain level (where available) for each brand in the cohort.

Notes:

This information is for U.S.-based visitors
Sites with no visitors are assigned a zero

Data Source(s): BlueOcean-trained Proprietary Data Model considering estimated data from:

Semrush
SimilarWeb

Data Source Update Frequency: Monthly

Can Ratios Impact this Measurement? No

BlueOcean Applicable Framework(s): BlueOcean framework │BlueOcean Basic framework

How is this information valuable to my brand?

The Average Pages per Visit metric is a valuable resource for:

User Engagement: A higher average suggests that users are more engaged and consume more content on a brand's website. This could indicate that a brand's content is resonating well with the audience or their website's user experience is good, prompting users to explore further.
Content Strategy Evaluation: If a brand has a content marketing strategy, the average pages per visit can help determine if users find the content valuable and consume more of it.
Website Design & User Experience: If a competitor has a notably higher average pages per visit, it might be worthwhile to study their site's design, navigation, and user experience for potential improvements.
Sales Funnel Efficiency: For e-commerce or service-based websites, users often navigate through multiple pages in the conversion process. A higher average can suggest a more effective sales funnel. A lower average might indicate users dropping off earlier in the process.
Potential Issues Identification: A sudden drop in average pages per visit could indicate potential technical problems with the website, like slow load times, broken links, or other usability issues.
Comparison with Competitors: Brands can gauge where they stand in the industry. If a brand's average is significantly lower, it could signal a need for content improvements, better site navigation, or user experience enhancements. Conversely, if it's higher, it might indicate that a brand is doing something right that can be further capitalized upon.
Content & Campaign Adjustments: If a brand is testing new types of content, landing pages, or campaigns, monitoring any changes in this metric can help gauge the effectiveness of these tests.
Retention Strategies: For brands with loyalty programs or other retention-focused strategies, a consistent or increasing average pages per visit could indicate that these strategies are working, while a decrease might suggest that members are becoming less engaged.

Additional considerations where this metric can play a role:

Ad Budget Allocation: If a brand is investing in paid traffic, and users from these campaigns have a high average pages per visit, it could validate the effectiveness of ad targeting and campaign messaging. On the other hand, low engagement could prompt a re-evaluation of the advertising strategy.
Audience Insights: By segmenting average pages per visit by demographics or other audience categories, brands can get insights into which audience segments are more engaged and tailor content or campaigns accordingly.