Week #17: Website Performance

6-12 July 2026 compared with 29 June-5 July 2026

Key Takeaway for Leadership: Website traffic softened in Week #17, primarily because Direct traffic fell by one-third. The underlying quality of the week remained encouraging: Organic Search grew 5.4%, Click-to-Shop held almost level, form submissions increased 15.9%, and product clicks increased 21.4%. Customer intent therefore remained resilient even with fewer visitors.

Sessions

491

-6.8% vs previous week

Engaged Sessions

488

-6.9% vs previous week

Active Users

367

-11.1% vs previous week

New Users

335

-12.3% vs previous week

Average engagement time

1m 07s

-27.8% vs previous week

Event count

3,049

-13.2% vs previous week

Click-to-Shop

126

-0.8% vs previous week

Form submissions

+15.9% vs previous week

ARC Digital Scorecard

8.4 / 10

Overall website health remains strong. The score is an analytical summary, not a native GA4 metric.

Area	Status	Assessment
SEO Momentum	Improving	Organic sessions increased 5.4%.
Customer Intent	Strong	Click-to-Shop was almost unchanged; forms and product clicks grew.
Store Content	Positive	Revelstoke, Guisachan and Vernon recorded healthy gains.
Traffic Volume	Watch	Sessions declined 6.8%, largely due to Direct traffic.
Engagement Depth	Watch	Average engagement time fell 27.8% and scrolling declined.

Weekly Wins

Organic Search sessions rose 5.4%.
Click-to-Shop held at 126, down only 0.8%.
Form submissions rose 15.9%.
Product clicks rose 21.4%.
Revelstoke home-page views rose 61.7%.
Guisachan home-page views rose 20.0%.

Watch List

Direct sessions fell 33.1%.
Average engagement time fell to 1m 07s.
Unassigned traffic jumped to 34 sessions and should be checked.
Harvey AI page traffic normalized after the prior spike.

Performance Overview

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What this means: the site attracted fewer visitors, but the visitors who arrived continued to take valuable actions. This is a better outcome than the headline traffic decline alone suggests.

Metric	This Week	Previous	Change
Sessions	491	527	-6.8%
Engaged Sessions	488	524	-6.9%
Active Users	367	413	-11.1%
New Users	335	382	-12.3%
Average engagement time	1m 07s	1m 33s	-27.8%
Event count	3,049	3,513	-13.2%
Click-to-Shop	126	127	-0.8%
Form submissions	73	63	+15.9%

Traffic Acquisition

Channel	Sessions	Previous	Change	Interpretation
Organic Search	352	334	+5.4%	71.7% of sessions; strongest and most dependable acquisition source.
Direct	95	142	-33.1%	Primary cause of the overall traffic decline.
Referral	33	42	-21.4%	Lower volume and weaker engagement; worth monitoring.
Unassigned	34	3	+1,033.3%	Likely attribution/classification issue rather than a marketing surge.
AI Assistant	7	6	+16.7%	Still small, but a useful emerging source to track.
Cross-network	1	0	New	Negligible volume this week.

Store and Content Performance

Page	Views	Change	Comment
Home - Harvey Ave	185	-2.1%	Stable traffic; events and key events increased despite lower engagement time.
Home - Vernon	101	+11.0%	Healthy growth, with stronger engagement and key-event activity.
Home - Guisachan	90	+20.0%	One of the strongest store-page gains, supported by better engagement.
Home - Revelstoke	76	+61.7%	Largest store-homepage increase; active users rose 88%.
Home - Glenmore	75	+2.7%	Traffic remained steady, although engagement time fell sharply.
Home - Vernon Square Mall	73	-11.0%	A softer week; still a meaningful share of store-page traffic.
Home Deliveries Revelstoke	28	+600%	Strong increase from a small base; worth watching for sustained demand.
ARC's Monthly Discounted Offers - Harvey	19	+58.3%	Promotional content attracted more traffic and engagement.
ARC Harvey AI Store Experience	15	-91.7%	Expected normalization after the previous launch/curiosity spike.
ARC's Monthly Discounted Offers - Vernon	15	-16.7%	Softer traffic, but active users and engagement time improved.

Events and Customer Actions

Event	Count	Change
page_view	987	-15.1%
user_engagement	687	-18.9%
session_start	489	-7.0%
first_visit	335	-12.3%
click	163	-1.2%
click_to_shop	126	-0.8%
scroll	111	-35.8%
form_submit	73	+15.9%
form_start	58	+13.7%
click_to_product	17	+21.4%

Efficiency insight: sessions fell 6.8%, yet Click-to-Shop fell only 0.8%, form submissions grew 15.9%, and product clicks grew 21.4%. The website generated stronger action relative to its traffic volume.

AI & Digital Tools Update

The Harvey AI Store Experience page recorded 15 views after 180 in the prior period. This should be read as normalization following a launch-driven spike, not as a failure of the page. AI Assistant traffic increased from six to seven sessions and remains an emerging source.

Product-finding and shopping actions remained healthy, supporting the wider ARC strategy of connecting informative content, AI guidance and store purchasing pathways.

Recommended Actions

Continue investing in store-specific SEO content, as Organic Search now supplies 71.7% of sessions.
Review the source of Unassigned traffic and confirm campaign links use consistent UTM tagging.
Monitor engagement time and scroll depth for another week before making content changes.
Build on the strongest store-page momentum at Revelstoke, Guisachan and Vernon.
Keep Click-to-Shop, form submissions and product clicks as the core measures of customer intent.

Trend Tracker

Trend	Status	Why
Organic Search	Improving	Sessions increased 5.4% and now dominate acquisition.
Click-to-Shop	Stable	126 actions, virtually level despite lower traffic.
Forms and Product Interest	Improving	Submissions and product clicks both increased.
Traffic Volume	Softer	Lower Direct traffic pulled total sessions down.
Engagement Depth	Watch	Time and scroll activity declined.

Quote of the Week: “Customer intent remained resilient, even as overall traffic softened."