Pages per Session: What It Is and What Affects It

Pages per session metric shows how many pages a visitor opens on average during a single visit to a website. It reflects audience interest: the more pages a person views, the more actively they engage with the content.

Pages per session is one of the main behavioral metrics, along with bounce rate and time spent on the website. It should not be confused with those: a visit during which a user only views one page is considered a bounce.

What is the average pages per session value

There is no single standard for pages per session. The average value depends on the type of website and its goals. According to industry analysts:

For online stores, according to Focus Digital, the average value is 4.72, with a recommended value of 5.66.
For IT, the average value is 3.02, with a good value standing at 3.62.
For tourism, the average value is 3.76, with a recommended value of 4.51.
For education, the average value is 6.68, with a recommended value of 7.35.
For B2B, the average value is typically 2.2–3.1.
For fintech, according to Promodo, the average value is 6.5.

On average, a value of around 3 pages is considered normal; 4–5 and above is considered a good result.

A very high pages per session value may sometimes indicate that users find it difficult to navigate the website: they switch from page to page searching for the required information.

It is worth tracking changes in this metric over time. An increase with a stable number of visits may indicate that the content has become more engaging for users. A decrease is a reason to review new sections or the website's structure. If the metric is increasing but conversion remains the same, navigation may be confusing. It is important to monitor not only the value but also the dynamics: sudden fluctuations require an analysis of the causes.

How to calculate pages per session

The metric is easy to calculate: the total number of page views is divided by the number of visits over a selected period. For example, if a website was visited 1,000 times in a week and a total of 4,000 pages were opened, the value will be 4.

In analytical systems, this metric is available in standard reports. For instance, in Google Analytics, Pages per Session shows the average number of pages per session, including repeat views.

How to increase pages per session value

To improve the pages per session count, you need to work on the content, structure, and usability of your website. First and foremost, it is important to create high-quality content that truly addresses the audience's questions and interests. The information should be useful, logically structured, and engaging, encouraging the users to keep exploring.

SEO optimization is equally important. Clear headings, appropriate meta tags, and thoughtful use of keywords make pages more visible in search results and attract the right visitors. In general, the clearer the navigation, the faster the pages load, and the better the links between the content, the higher the chance that visitors will stay longer and open more pages. Below are some approaches that can help achieve this:

Content relevance. Write clearly with readers' perception in mind. Texts should answer actual questions and help readers understand the topic. Make the content user-friendly: add subheadings, lists, and images. When texts do not meet expectations or are outdated, users quickly abandon the site.
Interlinking. Include links to other related content on your pages. Blocks like "Read More" or "Similar Products" help people move on from one piece of content to the next.
Article series. Create content collections about a single topic, such as post compilations or article series. When topics are linked, readers become more interested and move between articles.
Social interaction. Add "Share" buttons and commenting options to make readers more likely to discuss content, share it with others, and return to continue the conversation.
Interactive content. Add quizzes, polls, videos, calculators, and other interactive elements to your website. This makes pages more lively and engaging, while readers stay longer and click through more often.
Usability. Make your website simple and clear. Add breadcrumbs and highlight important elements so that readers can easily find what they are looking for and avoid getting lost between pages.

How to improve usability? How to tell if a website is easy to use? Read about it here.

Mobile-friendliness. A website should look and function equally well on phones and tablets. Most people access the net from mobile devices, so it is important that pages load quickly and do not require unnecessary actions: this directly impacts engagement and retention.

Monitor pages per session along with other behavioral metrics. For instance, Google Analytics lets you track trends and notice changes. If pages per session value increases or decreases sharply, it is worth checking for content or navigation issues. Experiment with layouts, headings, and structure: testing will help you understand what keeps users engaged the longest.

What affects pages per session

The pages per session value depends on many factors related to website quality and audience behavior. Key factors include:

Loading speed. The faster a website loads, the higher the chance a user will stay. If pages load slowly, most users will simply give up and leave. It is worth optimizing images and setting up caching. Monitoring Core Web Vitals is also helpful.

Core Web Vitals are Google's key website quality indicators that evaluate user experience: content loading speed, responsiveness, and layout stability. If a page loads fast, remains responsive and stable while loading, its chances of receiving a higher score increase.

Design and user experience. The appearance and ease of use significantly influence whether a user will stay on a website. Readable text, pleasant colors, clear buttons, and the absence of distracting ads make browsing easy and natural. If a website is easy to use and does not tire the eyes, visitors will continue browsing it with interest.
Meeting expectations. When a person comes to a website from a web search, they want to find the answer they need right away. If a page gives an accurate answer, a user may, of course, leave after a while, having received what they needed. But if the information does not meet their expectations, they will leave the site almost immediately. The more closely the content matches the query, the higher the chance that a person will stay and open other pages.
Visitor goals. All users have different intentions: some are looking for a quick answer and leave the site after one page, while others want to delve deeper into the topic and click on further links. It is important to understand why your audience visits the website and design navigation so that everyone can easily navigate the site along their own route.
Website type and topic. Pages per session count depends on why the user visits the site. On an online store or service, they often navigate between sections, examine product cards, and compare options, so the rate is higher. On news sites or blogs, users typically read one article and leave, which is considered normal. Depth should only be compared between websites with similar topics; otherwise, the numbers will be misleading.
Traffic sources. People from different channels behave differently. Those who come from web search or email marketing are often more interested and spend more time on the website. Random clicks from social media or ads with generic messages may result in less engagement. The more precisely the audience is targeted and the more relevant the source, the higher the engagement.
SEO ranking. Search engines evaluate how interesting a website is to users based on a number of metrics, including pages per session. If users spend more time on a website and switch from one page to another, algorithms conclude that the content is useful and deserves higher rankings. However, if visitors leave quickly, this is a sign that the website does not meet their expectations, and its rankings may decline.

Conclusion

The pages per session indicator shows whether users find the website interesting and easy to use. This metric is closely linked to bounce rates and conversions and helps to understand if a website truly addresses visitors' needs.

Pages per session value can only be increased through a comprehensive approach: improving texts, navigation, and technical features. When a website becomes more convenient and useful, this impacts not only pages per session but also the overall success of the project.