Formerly WebStrategies Inc
Brian Marsh
25 Feb 2024
You think your website is attracting a fair amount of traffic—but is it truly performing as well as you believe? Are you above or under the industry average? We know that every marketer wants accurate analysis, so let's dive into the data and help you assess your website traffic with confidence.
We work with so many different credit unions that you would imagine answering this question should be easy for us. The truth is that when we look at the traffic that credit union websites get, the number of sessions ranges from as little as 21,818 to as high as 177,197 sessions and beyond.
With sessions varying widely among different credit unions, it's natural to wonder if your website's traffic stacks up against the competition. Here's the good news: with a bit of context, you can figure out if your traffic is fitting for your credit union's size and identify what issues may be hindering your organic results.
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When asking yourself, “How much traffic does a website get?” the answer is never straightforward. The amount of traffic coming to your credit union website can vary a lot depending on a variety of factors:
Before discussing what could be causing a decrease in your traffic, we need to differentiate between the various types of sources bringing traffic to your website.
The main traffic sources bringing visitors to your website are:
Your traffic could decrease because you haven't been sending as many emails to your credit union members or you recently stopped a paid advertising campaign. However, identifying why you’re getting less organic traffic is typically a harder question to answer.
For the sake of keeping things simple, in this blog, we'll discuss what might be causing a decrease in your organic traffic. Some of the things causing a dip in your organic traffic may be:
Remember that shiny new mobile app you launched? Turns out, your members love it! They're checking balances, transferring funds, and even applying for loans all from the palm of their hand.
This can lead to a dip in organic website traffic, but don't worry! As long as overall conversions (think loan applications, account openings, etc.) aren’t going down, your members are simply shifting their digital banking habits. Consider it a perfect union: happy members and efficient banking—what more could you ask for?
Google's search algorithms are constantly evolving, sometimes reclassifying how information is displayed. This could mean that users can now find your credit union's phone number, hours, or branch directions directly on the Google Search results page, bypassing your website altogether. This increased accessibility might be benefiting your members, so as long as conversions stay afloat, there's no need to sound the alarm.
Did you recently launch an eye-catching ad campaign? Effective paid search campaigns can get users' attention right away, making them click on the ad before they scroll down to the non-sponsored (organic) results.
This can result in a temporary dip in organic traffic, but it’s actually a good sign indicating that your ad campaign is working effectively. Those ad clicks could be translating into conversions, ultimately boosting your bottom line.
While fluctuations in organic traffic are normal, certain patterns may raise red flags that signal the need to revamp your content and SEO strategies. Understanding the potential causes and indicators of significant declines can empower your credit union to implement appropriate marketing strategies.
Two major organic traffic red flags are:
Keep an eye on how well your organization ranks for critical search terms like "credit union near me" or "credit union in [town name]." Monitor these keywords regularly to spot any significant drops in ranking. If rankings plummet, potential members are far less likely to visit your page and convert. This signals an issue that needs to be addressed promptly.
Google prioritizes relevant and informative content. If your website content is deemed unhelpful or outdated, overall search rankings might decline, leading to a significant organic traffic drop.
In such cases, you'll need to audit your content to identify which pages are outdated or lack value for the user. Then, revamp your content strategy, prioritize user needs, and create informative, engaging pieces that resonate with your audience. Google (and your members) will thank you for it, and you’ll see organic traffic growth over time.
Getting to your traffic metrics in GA4 is fairly easy.
In the world of credit unions, marketing teams often juggle multiple responsibilities due to limited resources. As you navigate these challenges, it's crucial to recognize that Google algorithms are constantly evolving. Sometimes, entrusting the intricacies of organic ranking to specialists can yield significant ROI.
By leveraging the expertise of professionals who specialize in organic ranking strategies, you can not only navigate Google's ever-changing landscape more effectively but also optimize your website to attract more members. This approach not only streamlines your marketing efforts but also maximizes your return on investment.
Ready to enhance your credit union's online presence and drive more applications? Just click below!
Let's build something measurable together.