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Case study · Currency comparison site · Our own site, UK-wide

27,781 organic sessions at an 81% engagement rate

Another of our own sites, and the one with the cleanest analytics story. Organic search brought 27,781 sessions in twenty months, 65% of all traffic, and engaged at 81% against 21% for direct.

27,781 organic sessions in 20 months
81% engagement rate from organic
65% of all sessions from organic
1m 39s average engaged time

The problem

A comparison site where the interesting question was not how much traffic search brought, but how good that traffic was compared with everything else. Most agencies report sessions. Almost nobody reports whether those sessions did anything.

What we did

  1. Build for the task, not the visit

    The site exists to answer one comparison question quickly, so it was built to do that above the fold rather than to hold people on the page.

  2. Search-led content structure

    One page per comparison, each written to answer directly and to be read cleanly by a crawler.

  3. Measure engagement, not sessions

    Reporting set up around engaged sessions and events per session, which is the number that actually tracks with enquiries.

The result

Organic search brought 27,781 sessions, 65% of all traffic, and engaged at 81% with an average of 98.8 seconds and 4.5 events per session. Direct traffic, by comparison, engaged at 21%. Analytics now also reports AI assistants as a distinct acquisition channel, which is small today and worth watching closely.

126,258 events from organic sessions
4.5 events per organic session
21% engagement rate from direct
Tracked AI assistants as their own channel

Figures are taken from the account's own search analytics at the end of the period stated. Where a trend is still moving, or has moved against us, the chart shows it.

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More results

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