URL, (unique) page views, bounce rate, web analytics, data, find volunteers
We provide organizations with an overview of the number of views per activity. This allows you to see which activities are frequently visited and which promotion works to find potential volunteers.
You get to the page views by following the following path: profile icon > organization page > analytics > opportunities > page views.
We show the following dates:- URL (the activity)
- Page views
- Unique page views
- Bounce rate
Please note:
- "Organisation" and "Opportunities" can be named different, based on platform settings.
In this article we'll go through the following questions, which you can answer with this data:
- How often is an activity visited?
- Which activity scores best/is most popular among (potential) volunteers?
- Which social media channel works (best) to attract potential volunteers to my opportunity?
- Do I need to adjust my opportunity, or promotion strategy to find a volunteer?
- Is the embed I shared on my own website working?
- What is the bounce rate and how high is it?
How often is an opportunity/activity visited?
The success of your opportunities and activities can be evaluated through various metrics, with reach—specifically, the number of individuals engaging with your content—being one a simple and effective indicator.
When analyzing web traffic, there are two key metrics to consider:
- views (the total number of times your organization's activity is viewed). If the same user visits an activity 5 times in the same day, this is counted as 5 views. This can also be, for example, the contact person who viewed the job posting a number of times.
- unique views (the total number of people - unique devices - who view your activities). The same visitor viewing a page 5 times is only counted as one unique view.
Which activity scores best/is most popular among (potential) volunteers?
The total number of unique views is a crucial metric as it reflects the actual number of distinct individuals engaging with your activities. By comparing the unique views across different activities, you can identify which ones are more appealing and attract a greater audience, as well as those that may need additional attention to boost their visibility.
Unique views reset daily: To be GDPR compliant, we work with Fathom Analytics. They do not use cookies. This means that “Unique page views” is reset daily. In a time period longer than a day, a visitor may be counted multiple times, namely every day they visited the site. Include this in your analyses.
Which social media channel works (best) to attract potential volunteers to my opportunity?
- Analyze the performance of an activity you shared on social media against one that you did not promote. Are there noticeably more visitors to the shared activity? This positive outcome suggests that sharing your activities on social media is beneficial. You could consider promoting additional opportunities in a similar manner.
- Additionally, you can assess the effectiveness of different social media channels by sharing two distinct activities across separate platforms and comparing the visitor metrics. This will help you identify which channel drives the highest engagement for your activities.
Do I need to adjust my opportunity, or promotion strategy to find a volunteer?
If an opportunity or activity receives a high number of visitors but results in few applications, you can reassess the activity. Consider whether the content resonates with the intended audience and if the messaging is compelling enough. Additionally, evaluate your promotional channels—are you reaching the right candidates? If not, it may be beneficial to revise your promotion strategy. Your local volunteer center may also be able to provide assistance in this regard.
Is the embed I shared on my own website working?
If you have added an embed on your website, you can evaluate its effectiveness by examining the change in visitor numbers. Compare the total unique views recorded before and after the embed was added. Are you observing an increase in unique views?
Learn more about adding an embed of your opportunities to your website here.
What is the bounce rate and how high is it?
Alongside tracking the number of (unique) views, you can also examine the bounce rate and the average time users spend viewing your activity:- The bounce rate is the percentage of visitors who leave the platform after viewing a single activity without exploring further. For instance, if ten visitors come to your site and five leave without clicking on other links, the bounce rate is 50%. While a high bounce rate may indicate limited engagement with additional content, it can also mean that visitors found what they needed on that page.
- If a high bounce rate coincides with a high number of signups, it suggests that visitors were able to find the information they needed quickly.
- Conversely, if a high bounce rate corresponds with a low number of signups, it indicates that visitors may not have found the information they were seeking and left the platform feeling without looking further. Alternatively, it’s possible that they are simply taking time to consider their options before making a decision.
- A low bounce rate indicates that a many visitors have explored additional pages on the platform.
- The average duration indicates the length of time visitors spend viewing your activities, providing insight into the level of interest and engagement they have with the content.
Determining which activity performs best can vary based on multiple factors, but analyzing the data can provide valuable insights into what resonates with your audience. Ultimately, the visibility and promotional efforts directed toward each activity play a significant role in its success.