We have undertaken a full review and overhaul of our approach to website analytics on scouts.org.uk. This led to integrating Google Tag Manager, embedding our use of Google Analytics even further and using tools like Hotjar to help us better understand how people are using the site, and how we can improve it.
These are starting to provide some really interesting results.
We have already spoken about how we set up Google-powered search on scouts.org.uk and shared some of those results where we saw some good evidence to show it made a positive improvement.
We wanted to share a few more top-line analytics with you. We’ll continue to do this, especially as new features and products are introduced to ensure that we’re as transparent as possible about their effectiveness.
Having continued to improve the search, it has been interesting to see what the most-searched terms are.
Top searched-for items in January 2019: (Jan 1 – Jan 31 2019)
- POR (policy, organisation, and rules)
- GDPR training
- Nights away
- Module 1
- First aid
As well as providing search information, Google Analytics provides information on where users visit the website from – this is called the Source of our traffic.
We found that most of our website traffic comes from organic search – i.e. people searching for Scouts pages on Google. Next were people typing the website URL directly into their browser, and third was where users had clicked links from social media on to the site.
Top traffic drivers in January 2019: (Jan 1 – Jan 31 2019)
- Organic search
Google Analytics also provides us with information on what files visitors are downloading from our site. This is particularly useful for analysing how popular content on members.scouts.org.uk is. The three most popular downloads in the last month have been uniform diagrams.
Top downloads in January 2019: (Jan 1 – Jan 31 2019)
- Cubs uniform diagram
- Beaver uniform diagram
- Scouts uniform diagram
- Adult Training Scheme overview
- Nights away form
We will continue to share insights on how people are using the site as the new analytics overhaul beds in and we get more data. We want to ensure that we’re being evidence driven in our approach to any changes or new products that are introduced. If you have any interesting analytics from your own Scouts sites you wanted to share, please share in the comments.