Do more page views cause higher conversion rates?/
December 27, 2005
Yesterday, I read an article on increasing conversion rates. The author encouraged website owners to find ways to increase page views per visitor in order to increase conversion rates. Which got me to thinking about correlation and causation…
It is often true that visitors to e-commerce sites who look at more pages convert better. But it is not necessarily true that the extra page views cause the increased conversion – perhaps the visitor has a propensity to purchase and therefore looks around a little more. I would call this a “lurking variable” if I were a statistician.
Of course, if you are making money based on advertising views, then get all the page views that you can.