Visits per user is an ecommerce metric that calculates the average number of visits that each unique user makes to a website.
Visits per user is a key performance indicator (KPI) used in ecommerce analytics to measure user engagement with an online platform over a specific period. It quantifies the number of times a unique user visits a site and helps businesses understand their customers' shopping habits, frequency of visitation and overall engagement. More frequent visits typically infer a higher level of user engagement and interest in the platform's offerings.
Visits per User = Total Number of Visits / Total Number of Unique Users
For instance, if an ecommerce website received 10,000 visits in a month and had 5,000 unique users, the visits per user would be 2. That means, on average, each user visited the site twice in that month.
Visits per user is a crucial metric as it provides insights into user engagement and loyalty. If a website has a high visits per user ratio, it indicates a higher engagement level, meaning users find the content valuable, leading them to revisit multiple times. This metric can also be a sign of a strong customer retention strategy, as repeat visitors are often more likely to convert into customers or subscribers.
Several factors can impact visits per user. User experience, quality of content, mobile optimization, site efficiency, ease of navigation, and personalized marketing campaigns directly influence user engagement. Seasonal shopping trends, pricing strategies, customer support, and product offerings also play vital roles.
Improving visits per user can be achieved by enhancing user experience. This includes quality content creation, personalized user experiences, relevant product recommendations, and optimized site speed. Additionally, running engagement programs, offering promotions or loyalty rewards, and maintaining an agile customer support system can boost repeated visits.
Visits per user correlates with significant ecommerce metrics like the conversion rate and bounce rate. A higher visits per user rate often aligns with a higher conversion rate if the online platform can successfully encourage purchases. However, it might correlate with a higher bounce rate if users leave without interacting due to a disappointing user experience. Also, it connects with customer lifetime value, as a higher frequency of visits often results in an increased overall purchase value.