We made people view fewer pages and sold more
An online store treated pages-per-session as a health metric. More pages meant more browsing, the thinking went. So they spread products across more category pages. Pages-per-session rose from 4.2 to 5.6. Conversion fell.
The clue was in the path report. Extra pages weren't exploration — they were friction. People clicked more to find the same product, getting tired and bouncing before checkout.
More pageviews can mean a harder time finding things, not deeper engagement.
We consolidated categories and improved on-site search. Pages-per-session dropped to 3.8, but conversion rose from 1.9% to 2.7% and revenue per session climbed 21%.
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Lesson: pages-per-session can measure confusion as easily as interest. Fewer, more decisive pageviews often beat a longer wander.
The Pixel Diary
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We made people view fewer pages and sold more
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