Too few people arrive.Of those who do, few progress.
A 12-month read of the Environmental Products hub and its supporting pages, in three connected beats.
Under 400 monthly users, weighted to direct and paid
Performance overview
A 12-month view of audience volume, engagement and channel mix. The site saw a major paid-driven traffic event peaking in February 2026, before normalising in spring.
Traffic peaked in February 2026, then fell sharply through March and April.
Only 57 users, 98% below the peak (most likely due to new page and content being launched).
Headline volume is flattered by paid spikes. Organic and AI/LLM discovery are weak — Shell is not capturing always-on demand at the scale the business needs.
Carbon Credits dominates entry, but rarely passes users forward
Page analysis
Page-level review across the 12-month window. The Environmental Products hub dominates as both an entry and exit point, a clear focus for the refresh.
The main Environmental Products page is consistently the dominant exit page across the period. There is a need to prioritise stronger onward journeys from the Environmental Products page, especially to Project Types, Contact Us and related Environmental Products content.
Across the 12-month window the site recorded 8,805 exits, concentrated in just a handful of pages.
“Explore carbon credits” was the strongest content CTA in April. Consider prioritising this CTA language and placement across page modules.
User journey & behaviour
How visitors arrive, move and disengage. Mobile dominates volume but drops off quickly, scroll depth is volatile, and most journeys end after a single page.
Most recorded visits had no clear onward progression.
Just 6.7% of users are returning, the site is heavily acquisition-led, with limited evidence of recurring engagement.
Mobile traffic spiked in January and had a high bounce rate.
Scroll depth dropped during Feb, Mar, then recovered in April, most likely a result of the paid campaign. Lower April traffic appears more engaged.
Search and media referrers drove meaningful traffic spikes. Separate always-on search/referral trends from PR/media-driven spikes in reporting.
User journey and content-flow analysis
The current Environmental Products journey appears to start primarily through the Environmental Products homepage, Carbon Credits and the Report page. The Environmental Products homepage generated 9,647 traffic-volume page views across May 2025 - April 2026, Carbon Credits generated 5,278 visits across April 2025 - March 2026, and the Report page generated 1,714 visits over the same supporting-page reporting period.
The strongest homepage onward signals are towards Carbon Credits and Project Types, not immediate conversion. Explore carbon credits generated 281 clicks, Discover more project types generated 186 clicks, and Contact our experts to find out more generated 56 clicks.
The Environmental Products homepage recorded 3,997 visits with no recorded next step in the months where path data was available, including 1,201 in Jan 2026 and 261 in Apr 2026. This indicates that although the homepage offers onward routes, most recorded visits are not progressing into deeper EP content.
Carbon Credits currently appears to act as the main awareness-stage content page. It generated 5,278 visits, 5,709 page views and 1,590 Organic Search visits, making it the strongest supporting page by both total traffic and organic contribution.
Project Types generated 1,929 visits and had stronger relative engagement than Carbon Credits, with 50.65% weighted bounce rate and 25.34% weighted 75%+ scroll depth. This makes it a logical consideration-stage next step.
Carbon Credits attracts the largest supporting,page audience, but it also recorded 4,903 no recorded next-step visits, equal to 92.9% of total Carbon Credits visits. This suggests the page is not yet consistently bridging users into deeper consideration content.
Compliance Markets generated 606 visits and had the highest weighted average time on site at 1:45, but it also had a 70.30% weighted bounce rate and 87.6% weighted self-exit share. Partnering with Shell generated only 869 visits, but had the lowest weighted bounce rate of the supporting pages at 49.48%.
The Report page attracts a credible audience that exits without being routed, but it recorded 1,666 no recorded next-step visits, equal to 97.2% of visits. This suggests thought-leadership traffic is not being routed effectively into related educational, consideration or commercial pages.
The page does the awareness job, not the routing job. Project Types is the natural next step and is under-used on every device; Compliance Markets and Partnering sit outside the flow entirely.
The Report attracts a credible audience that exits without being routed.
Supporting EP pages
A 12-month review of the five pages that support the Environmental Products hub, traffic, engagement, journey behaviour and organic,search contribution, one page at a time.
Page-level summary — 12 months
Click a row to load the detailed trends below. Bounce, scroll and self-exit are 12-month averages.
| Page | Views | Sessions | Organic | Bounce | Scroll 75%+ | Avg time | Self-exit |
|---|---|---|---|---|---|---|---|
Carbon credits /environmental-products/carbon-credits.html | 5,709 | 5,278 | 1,590 | 52.0% | 17.4% | 1:21 | 77.8% |
Project types /environmental-products/project-types.html | 2,107 | 1,929 | 435 | 42.7% | 29.9% | 1:08 | 66.7% |
Report page /carbonmarketreports.html | 1,779 | 1,714 | 444 | 57.0% | 13.5% | 1:31 | 93.0% |
Partnering with Shell /environmental-products/partnering-with-shell.html | 945 | 869 | 331 | 46.4% | 26.7% | 1:11 | 78.6% |
Carbon compliance markets /environmental-products/compliance-markets.html | 622 | 606 | 160 | 63.0% | 21.1% | 1:47 | 82.3% |
Carbon credits
Top next step by month
| Month | Most common next step | No recorded next step |
|---|---|---|
| Apr 25 | — | 0 |
| May 25 | /carbon,credits (8 visits) | 7 |
| Jun 25 | /carbon,credits (50 visits) | 138 |
| Jul 25 | /carbon,credits (40 visits) | 163 |
| Aug 25 | /project,types (41 visits) | 164 |
| Sep 25 | /project,types (43 visits) | 1,390 |
| Oct 25 | /project,types (44 visits) | 408 |
| Nov 25 | /project,types (45 visits) | 377 |
| Dec 25 | /carbon,credits (31 visits) | 257 |
| Jan 26 | /carbon-credits.html (49 visits) | 581 |
| Feb 26 | /carbon-credits.html (58 visits) | 661 |
| Mar 26 | /project-types.html (30 visits) | 757 |
Share of sessions where the user left the site directly from this page without a recorded next step, a strong signal of where journeys break.
Proportion of visitors reaching at least three,quarters down the page. Low numbers point to long, dense content or unclear value above the fold.
Highest page-view month with 1,462 views. Worth checking against campaign activity or referrer spikes in the same window.
| Issue | Likely Cause | Impact | Priority |
|---|---|---|---|
| Entry pages are not consistently moving users into deeper consideration content. | Weak internal linking, unclear next-step hierarchy, same-page loops or incomplete journey tracking. | High-value entry traffic is not progressing through the Environmental Products section. | High |
| Project Types is a strong consideration page but is not being used enough as the next step. | Users may not be clearly prompted to move from what are carbon credits to which project types are right for me. | Consideration-stage content is under-leveraged. | High |
| Specialist Compliance content is isolated from the wider journey. | The page may answer a specific need but lacks clear onward routes into solutions, partnering or contact. | Specialist users may leave before reaching Shell-specific support or conversion options. | Medium |
| Partnering with Shell is a lower,funnel opportunity that receives too little traffic. | Lower-funnel content is not prominent enough from awareness and consideration pages. | Users who may be closer to conversion are not being guided to the most relevant commercial page. | High |
| Report page traffic is not being converted into the Environmental Products journey. | Thought,leadership content may lack contextual next,step CTAs into Environmental Products product and solution pages. | Organic and credibility,driven traffic is not feeding the commercial journey. | Medium |
A clear missed-conversion asset — supporting content brings quality traffic but feeds nothing into Carbon Credits, Project Types or Partnering.
Low acquisition. Weak progression. Clear opportunity.
- 01
Acquisition is underpowered: low volume, weak organic and AI, reliant on paid spikes.
- 02
Progression is weak: entry pages don't route users into evaluation or specialist content.
- 03
Supporting assets like the Report bring quality traffic but feed nothing forward.