The traffic volume to the Storage City site this year was up by 70% compared to 2020, with a similar increase in new users to the site. The prior year (2020), visitor traffic grew by 60% (on 2019).
The bounce rate also decreased which is positive. Bounce Rate is where a visitor comes to the site but does not interact with the site or visit any other pages. The average bounce rate across all industries is about 50%, so last year’s rate of 44% is on the right side of that.
The increase in traffic was driven by a 77% increase in visits from Google Ads (paid search), a 50% increase in Google organic search traffic and an 895% increase in direct traffic*.
If we drill into the referral traffic, it looks like most of it was coming from the Storage City website (on 3 different days of the year). I think what this likely indicates is that there was a configuration issue with the hosting server, that likely caused a redirection (likely from http:// to https://) on the site. Which has caused Analytics to think it was coming from a different site. If we exclude this traffic from the numbers the increase in overall site numbers was 64% (down from 70%) for the year.
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