Website Report – Whitman-Walker (2026-04)

April 2026 brought 20,654 total users, including 18,791 new users. Engagement signals were mixed: the site logged 10,873 engaged sessions and an average user engagement time of 00:00:48, while bounce rate came in at 62.25% (meaning a large share of visits did not continue beyond the entry page).

Key Takeaways

• Total users increased to 20,654, up 1,922 (+10.26%) versus March, which indicates stronger overall traffic volume.
• New users made up most of the audience (18,791 of 20,654), so acquisition is strong but returning-user growth may be a smaller part of the mix.
• Bounce rate was 62.25%, which suggests many sessions ended quickly and landing page relevance or clarity may need review.
• Organic Search (8,605 users) and Direct (8,260 users) drove most traffic, with Paid Search adding 2,088 users.
• Session duration varied widely by channel, with Organic Search at 00:03:24 and Referral at 00:03:07 versus Direct at 00:01:03 and Unassigned at 00:00:28, pointing to differences in traffic quality and intent.

Channel Notes

Organic Search and Direct were the two largest sources in April, contributing 8,605 and 8,260 users respectively. Paid Search was a clear third at 2,088 users, while Unassigned (628) and Referral (554) were smaller.

Quality signals differ by channel. Organic Search and Referral show longer average session durations (00:03:24 and 00:03:07), which usually means visitors are finding what they expected and exploring more. Direct and Unassigned are much shorter (00:01:03 and 00:00:28), which can happen when traffic is less targeted, attribution is incomplete, or landing pages are not matching visitor intent.

Device Notes

Traffic skewed desktop-heavy: 13,451 users (~65.1%) on Desktop and 7,040 (~34.1%) on Mobile, with very little Tablet usage (211, ~1.0%). With about one in three users on mobile, any mobile speed or usability issues can have a meaningful impact on bounce rate and engagement.

What We Recommend Next

• Review the highest-traffic landing pages to find drivers of the 62.25% bounce rate, focusing on message match, above-the-fold clarity, internal linking, and potential load-speed issues.
• Validate GA4 conversion tracking, since key events are currently reported as 0 and this prevents us from tying traffic growth to outcomes.
• Compare Direct and Paid Search landing pages and on-site behavior to identify where short sessions are coming from and what content or targeting changes could improve engagement.
• Run a mobile UX check on top landing pages (navigation, speed, and form usability) to protect performance for the ~34% of users on mobile.

How We’ll Measure Improvement

We’ll treat improvements as successful if we see stronger on-site engagement and clearer evidence of conversions after the tracking and landing-page updates.

• Lower bounce rate from the current 62.25%, especially on the top landing pages.
• Higher engaged sessions (currently 10,873) and longer average engagement time (currently 00:00:48), with the biggest gains coming from Direct and Paid Search traffic.
• Key events no longer reporting as 0, with consistent event counts that align to the actions you consider conversions.