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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In This Article We Discuss

• What factors influence the traffic on a credit union's website?
• Why your credit union organic traffic might be dipping.
• When is falling organic traffic an issue for credit unions?
• How can I effectively review website traffic metrics for my credit union using GA4?
• How to set your credit union website up for success.

What Factors Influence the Traffic on My Credit Union's Website?

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:

• The overall SEO health of your website: Attracting organic traffic requires a solid SEO strategy followed by appropriate tactics. If you’re not taking your SEO strategy seriously, you’re probably missing out on potential traffic.
• The size of your credit union: If your credit union is only present in a couple of local counties, it will get much less traffic than other credit unions with a more national presence. That doesn’t mean you’re doing anything wrong—it’s simply because you have a smaller target audience.
• Advertising campaigns: Credit unions that invest more heavily in advertising may get more traffic than those that only rely on acquiring traffic from organic sources.
• Branding and awareness campaigns on other media: if your credit union is currently running commercials on TV or the radio, it will probably get more traffic as a result of people searching for your brand after hearing about it somewhere else.
• Major events: Exciting milestones such as opening a new branch or completing an acquisition often prompt people to search for your credit union, consequently boosting your website traffic.

Why Your Credit Union Organic Traffic Might Be Dipping

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:

• Direct traffic: Visitors who come directly to your website by typing the URL into their browser or using bookmarks.
• Organic search: Traffic from search engine results that are earned organically, without paid advertising. This traffic is driven by your website's SEO efforts.
• Paid search: Traffic from search engine results that are generated by paid advertising. This traffic comes from ads that appear at the top of search engine results pages.
• Referral: Traffic from other websites that link to your website. This can include links from blogs, news articles, or other online content.
• Organic social: Traffic that is generated organically from social media platforms, without paid advertising. This includes traffic from posts on platforms like Facebook, Twitter, and LinkedIn.
• Email: Traffic from links in email marketing campaigns or newsletters sent to your subscribers.

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:

1. New Mobile App

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?

2. Google Local Pack

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.

3. Paid Search Campaigns

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.

When Is Falling Organic Traffic an Issue for Credit Unions? 

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:

1. Drops for High-Value Keywords

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.

2. Overall Decrease in Search Rankings

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.

How Can I Effectively Review Website Traffic Metrics for My Credit Union Using GA4?

Getting to your traffic metrics in GA4 is fairly easy. 

1. Log into your GA4 account
2. Click in reports
3. Click in acquisition
4. Click in traffic acquisition to see a breakdown of your traffic by source
5. Adjust the time frame you’re viewing to identify trends

How to Set Up Your Credit Union Website for Success

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! 

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