With the TfL website having now been live for around 18 months, the Analytics team within TfL Online are continuing to see increased levels of traffic arriving on the site and in September we achieved a notable landmark.
With over 100 million pages accessed in the month, September was the first time this year that we’ve surpassed 100m page views without a strike occurring in that month. In comparison with September 2014, we saw a year-on-year increase of 10% as our site received a staggering 23.2 million visits during the month:
The year-on-year graph below shows that in terms of all our key audience and traffic metrics, the performance of the TfL website has seen a significant increase when compared with September 2014:
|Visits||Unique Visitors||Page Views|
Historically we have tended to see a lower number of site visits over weekends, with the busiest times usually at the start of the week. However, the last Friday in the month had the greatest daily traffic day with over 841,863 visits. On that day there was an increase in journey planning and we also saw increased numbers of people looking at Tube, DLR, Overground and traffic status updates.
As we’ve seen, overall performance across the site in general was up year-on-year, and this was also something that filtered down to specific areas of the site.
September expectedly saw a seasonal shift from the kind of visitor-related information we expect to be in high demand during the summer, towards content related to our customers returning to work or school, and again, consumption of this type of content is on the increase:
- Timetabling functionality has increased, with Tube timetable visits up 20% to 198,000 and bus timetabling up an incredible 125% from 115,000 to 259,000.
- Visits to pages with first and last Tube information rose 69% year-on-year to 105,000.
- Fares and ticketing, and specifically Oyster and Ticket Types pages rose 26% and 34% (186,000 and 225,000 visits respectively).
- Our improved Help and Contact area provided 138,000 additional visits.
Finally, September 2015 saw an uplift in visits to pages containing campaign related information, and the visits to this area rose 114% from 156,000 to 334,000. The top performers for September were:
- The future of the Tube: Night Tube – 90,000 visits
- Ways to pay – 64,000 visits
- Rugby World Cup – 53,000 visits
The number of visits made by mobile phone is at 54%, 9% higher than it was this time last year, and this further supports the ever-growing trend of increased use of the website from mobiles compared to desktop computers.
The below chart shown the breakdown by device, highlighting the year-on year increase:
|Device Type||September 2015 Visits||September 2014 Visits|
Source: Adobe Site Catalyst