Digital Marketing Metrics: Page Views and Average Page Views Per Visit

Your page views is a metric that sites somewhere snuggly between your views and your hits. This basically tells you how many individual pages have been viewed, regardless of who viewed them or how many times. Thus it might also be referred to as impressions. Your page views are important in their own way because they tell you how many times the content on your site is being loaded up. And if you have a lot of CPM ads (pay cost per impression), then that tells you how much you’re going to earn from them.

It’s also useful to consider aspects like your unique visits vs page views when you look at factors like conversion rates (below). This is useful because each new page view can be considered a new chance for you to impress your visitors.
This metric is closely related to another very useful one: that being the average page views per visit. This is similar to your bounce rate but provides a little more in-depth data that shows you how many different pages your visitor looked around on your site.

This is a very useful thing to know because it can tell you whether you are being successful in getting your visitors to not only interact with your site but also to keep reading.If you think of your visitors in terms of leads, then the visitors who read the most pages on your site are the most engaged with your brand and are thus the ‘warmest leads’. The more page views you get from each visitor, the more likely it is that they will eventually buy when they see your product. Another related metric/term that you should keep an eye on is your average cost per page view.

This tells you how much you are paying to get each hit on your page. If you aren’t doing any paid marketing, then of course this will likely be a very small number (the only cost being your hosting). But if you are spending money on AdWords and other things, then this is a useful way to look at your expenses. Now this is a metric that won’t be readily available in most dashboards.

But the thing to keep in mind is that most of the most valuable metric in internet marketing aren’t; you need to calculate them yourself!To work this one out, all you need to do is take the average spend on your website and then divide it by the number of page views. Don’t forget to include all your other costs too in order to make this data as accurate as possible.

How do you increase your page views?

Other than by marketing your site to increase visits, the other thing you need to do is to keep your visitors on your page and to keep them reading. Remember how we said that content was the key to SEO and to social media marketing? Well, it’s also the key to engagement. This is why it’s not enough for you to simply create a lot of content you also need to make sure that your content is top quality and is unique, interesting and generally the sort of thing people actually want to read and stick around for.

You can also use plugins and other techniques to try and encourage people to stick around and go deeper down your rabbit hole. For example, WordPress plugins showing ‘related posts’ can be very helpful in this regard because they suggest similar content based on what the visitor is already enjoying. Another useful strategy is to make multi-part articles.

This is why you will often see posts split into lots of pages: it increases the page views and thereby increases the impressions for adverts that you are earning from! Note that advertising itself is actually bad for your page views. Why? Because when someone clicks on an advert, they invariably get taken away from your site! Even if the new page opens up in another window or tab, that can still be enough to break the engagement. This is why you shouldn’t put AdSense on a sales page!

Miko Bey

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