More pages, fewer sales
A documentation-heavy software site set out to raise pages per session, treating it as engagement. They added 'related articles' everywhere. Pages per session climbed from 2.4 to 3.9. Everyone felt productive.
The clue was that support tickets and churn rose right alongside it. Path analysis showed users bouncing between five help articles trying to solve one problem — the extra page views were people lost, not engaged. A higher number meant a worse experience.
They rebuilt the top help flows into single, complete pages and cut the related-links sprawl.
Pages per session fell back to 2.6, but task-completion (measured by a 'this solved it' click) rose from 44% to 71%, and related tickets dropped a fifth.
The lesson: pages per session can measure confusion as easily as interest. Decide whether your goal is more clicks or fewer — for support content, the winning metric usually goes down.
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More pages, fewer sales
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