SECTION 1
Executive Summary
Sessions
18,052
▲ +48.3% (12,172) vs April
▼ -29.5% (25,595) vs May 2025
Total Users
11,867
▲ +44.9% (8,188) vs April
▼ -16.0% (14,120) vs May 2025
Engagement Rate
69.6%
▼ -6.1pp (75.7%) vs April
▲ +12.3pp (57.3%) vs May 2025
Number of Bookings
583
▼ -5.2% (615) vs April
▲ +14.8% (508) vs May 2025
Total Revenue
£66,706
▼ -19.8% (£83,221) vs April
▲ +25.7% (£53,071) vs May 2025
Revenue from Glamping
£7,538
▼ -31.7% (£11,032) vs April
▲ +1.8% (£7,402) vs May 2025
Revenue from Camping
£858
▼ -13.4% (£990) vs April
▲ +345.6% (£192) vs May 2025
Conversion Rate (session→transaction)
3.2%
▼ -1.8pp (5.0%) vs April
▲ +1.2pp (2.0%) vs May 2025
What this month looked like: sessions jumped 48.3% against April and users grew 45.0%, a genuinely large step up as the site moves into peak booking season. But revenue fell 19.8% against April on that much bigger traffic base, and the session-to-transaction rate roughly halved, from 5.05% in April to 3.23% in May. This isn't a red flag on its own; May typically brings a wave of early researchers browsing for their summer trip rather than booking on the spot, and the pattern shows up consistently across Glamping, Camping and Workshops this month (all up sharply on traffic, all down or flat on revenue). Against last May, revenue is still up 25.7% and bookings up 14.8%, so the underlying year-on-year trend remains healthy.
SECTION 2
Traffic Overview
2.1 Traffic by Channel
Ordered by sessions, highest to lowest.
| Channel | Sessions | MoM | YoY | Users | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY |
|---|
| Organic Search | 12,070 | ▲ 45.1% | ▼ 15.6% | 7,781 | ▲ 39.7% | ▲ 1.5% | 75.8% | ▼ 5.1% | ▲ 18.1% | £50,988 | ▼ 18.9% | ▲ 36.8% |
| Direct | 3,842 | ▲ 26.7% | ▼ 49.3% | 2,779 | ▲ 27.9% | ▼ 39.3% | 68.3% | ▼ 5.4% | ▲ 32.6% | £13,381 | ▼ 24.2% | ▼ 0.6% |
| Referral (other) | 943 | ▲ 208.2% | ▼ 49.2% | 845 | ▲ 280.6% | ▼ 21.8% | 12.6% | ▼ 72.0% | ▼ 70.4% | £829 | ▼ 68.5% | ▼ 54.5% |
| Email (Brevo) | 472 | ▲ 242.0% | - | 282 | ▲ 213.3% | - | 56.1% | ▼ 5.6% | - | £157 | ▲ 1346.0% | - |
| Organic Social | 283 | ▲ 83.8% | ▼ 47.4% | 265 | ▲ 81.5% | ▼ 48.5% | 71.0% | ▼ 5.7% | ▲ 9.1% | £441 | - | ▲ 423.8% |
| AI Assistants | 165 | ▲ 108.9% | - | 142 | ▲ 111.9% | - | 80.0% | - | - | £407 | - | - |
| Unassigned (other) | 35 | ▲ 52.2% | ▼ 91.6% | 35 | ▲ 59.1% | ▼ 91.0% | 0.0% | - | ▼ 100.0% | £503 | ▲ 1199.9% | ▲ 17.5% |
| Organic Video | 19 | ▼ 69.8% | ▲ 137.5% | 19 | ▼ 66.7% | ▲ 137.5% | 78.9% | ▲ 60.4% | - | £0 | - | - |
| Paid Social | 0 | - | ▼ 100.0% | 0 | - | ▼ 100.0% | - | - | - | £0 | - | - |
| Mobile Push Notifications | 0 | - | ▼ 100.0% | 0 | - | ▼ 100.0% | - | - | - | £0 | - | - |
Standout: Organic Search grew 45.2% month on month and is now the largest single driver of revenue too. Referral jumped sharply, largely due to the payment gateway domain (wowo.secureonlinepay.co.uk) appearing far more often this month, which is a booking-completion artefact rather than new discovery traffic. Paid Social and Mobile Push Notifications both sat at zero again this month, down from real volume a year ago (52 and 292 sessions respectively in May 2025); worth checking whether either channel is meant to still be active.
2.2 Referral Source Breakdown
Remaining referral sources not already broken out above as their own channel line.
| Source | Sessions | Users |
|---|
| wowo.secureonlinepay.co.uk (payment gateway) | 727 | 720 |
| hosted.allocate.co.uk | 53 | 34 |
| mail.google.com | 52 | 5 |
| statics.teams.cdn.office.net | 23 | 17 |
| minitravellers.co.uk | 14 | 12 |
Email (Brevo) and AI Assistants (ChatGPT) are broken out as their own channel lines in the table above rather than repeated here.
SECTION 3
Landing Pages & Engagement
Revenue here is attributed to the page a session landed on, not necessarily where the transaction happened. A session that lands on /glamping/ and later completes on /complete-your-booking/ counts its revenue against /glamping/ here, so this table shows which entry points are worth the most across the whole session, not page-level transactions.
| Landing Page | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Avg Engagement Time | MoM | YoY |
|---|
| / (Homepage) | 10,198 | ▲ 40.6% | ▼ 24.3% | 86.5% | ▼ 1.8% | ▲ 17.1% | £40,967 | ▼ 18.8% | ▲ 22.6% | 5m 42s | ▲ 0.6% | ▲ 19.2% |
| (not set) | 1,346 | ▲ 46.9% | ▼ 13.0% | 2.8% | ▼ 50.9% | ▼ 17.6% | £1,872 | ▼ 56.5% | ▼ 29.3% | 0m 09s | ▼ 59.1% | ▼ 18.2% |
| /workshops | 1,074 | ▲ 299.3% | ▲ 11.4% | 23.6% | ▼ 41.7% | ▼ 23.1% | £1,538 | ▲ 137.8% | ▲ 111.9% | 1m 56s | ▼ 37.6% | ▼ 43.7% |
| /wild-spa | 922 | ▲ 48.7% | ▼ 36.5% | 69.5% | ▼ 12.9% | ▲ 19.4% | £1,153 | ▲ 98.8% | ▲ 165.5% | 3m 03s | ▼ 4.2% | ▼ 2.1% |
| /booking-at-wowo | 479 | ▲ 12.2% | ▼ 63.4% | 77.0% | ▲ 2.4% | ▲ 79.9% | £9,974 | ▼ 6.2% | ▲ 115.4% | 5m 36s | ▼ 26.3% | ▲ 103.6% |
| /complete-your-booking | 470 | ▲ 49.2% | ▼ 52.7% | 45.3% | ▼ 15.6% | ▲ 51.5% | £3,126 | ▼ 33.1% | ▼ 25.0% | 2m 59s | ▼ 33.5% | ▲ 17.8% |
| /calendar | 322 | ▲ 74.1% | ▼ 60.0% | 52.5% | ▼ 5.7% | ▲ 33.9% | £111 | ▼ 86.5% | ▼ 76.8% | 3m 49s | ▼ 7.7% | ▲ 28.7% |
| /glamping | 273 | ▲ 44.4% | ▼ 32.4% | 76.6% | ▼ 7.8% | ▲ 51.1% | £1,484 | ▼ 24.8% | ▲ 237.0% | 4m 55s | ▼ 27.2% | ▲ 54.5% |
| /prices-rates | 270 | ▲ 40.6% | ▼ 22.2% | 76.7% | ▲ 3.0% | ▲ 37.2% | £466 | ▼ 54.1% | ▼ 44.9% | 4m 51s | ▼ 21.4% | ▲ 19.8% |
| /food-vans | 190 | ▲ 201.6% | ▼ 51.8% | 56.8% | ▼ 10.6% | ▲ 19.1% | £94 | - | ▲ 37.6% | 3m 49s | ▼ 6.5% | ▼ 11.9% |
| /camping | 185 | ▲ 92.7% | - | 68.6% | ▼ 8.5% | - | £961 | ▼ 49.3% | - | 5m 22s | ▼ 9.8% | - |
| /facilities | 165 | ▲ 70.1% | ▼ 42.1% | 78.8% | ▲ 4.6% | ▲ 57.0% | £0 | - | ▼ 100.0% | 4m 27s | ▼ 12.2% | ▲ 5.5% |
| /faqs | 128 | ▲ 96.9% | ▼ 56.0% | 64.8% | ▼ 2.1% | ▲ 48.6% | £171 | ▼ 64.8% | ▼ 58.3% | 4m 36s | ▼ 14.8% | ▲ 86.5% |
| /camping-areas | 116 | ▲ 63.4% | ▼ 60.9% | 77.6% | ▲ 6.0% | ▲ 80.0% | £162 | ▼ 70.3% | ▲ 69.9% | 5m 55s | ▼ 3.5% | ▲ 120.5% |
| /eat-drink-local-produce | 104 | ▲ 52.9% | ▼ 33.8% | 70.2% | ▲ 3.8% | ▲ 39.6% | £407 | - | - | 4m 32s | ▲ 47.8% | ▲ 41.7% |
| /plan-your-stay | 102 | - | ▼ 38.2% | 87.3% | - | ▲ 34.5% | £343 | - | ▼ 28.3% | 6m 27s | - | ▲ 13.2% |
| /stepping-stones-shepherds-hut | 93 | - | - | 44.1% | - | - | £199 | - | - | 2m 21s | - | - |
| /groups | 90 | ▲ 8.4% | - | 73.3% | ▼ 7.8% | - | £0 | ▼ 100.0% | - | 2m 48s | ▼ 5.1% | - |
| /activities | 89 | ▲ 56.1% | ▲ 8.5% | 66.3% | ▼ 16.0% | ▲ 6.6% | £0 | ▼ 100.0% | - | 4m 47s | ▲ 19.1% | ▲ 15.7% |
| /directions | 87 | - | ▼ 59.9% | 51.7% | - | ▲ 55.7% | £0 | - | - | 3m 19s | - | ▼ 6.1% |
Standout: /workshops as a landing page grew almost fourfold month on month (269 to 1,074 sessions) but its engagement rate dropped from 40.5% to 23.6%, a classic sign of a big traffic spike bringing in more casual browsers alongside genuine interest. The homepage still drives more revenue than every other landing page combined.
SECTION 4
Search Performance (Google Search Console)
4.1 Top 20 Queries
Ordered by impressions, highest to lowest.
| Query | Impressions | MoM | YoY | Clicks | MoM | YoY | CTR | MoM | YoY | Avg Position | MoM | YoY |
|---|
| wowo campsite | 4,466 | ▲ 63.8% | ▲ 17.3% | 2,724 | ▲ 57.4% | ▲ 24.3% | 61.0% | ▼ 3.9% | ▲ 6.0% | 1.1 | ▼ 19.1% | ▲ 2.9% |
| wowo | 3,477 | ▲ 35.8% | ▼ 43.7% | 1,005 | ▲ 22.9% | ▼ 30.9% | 28.9% | ▼ 9.5% | ▲ 22.8% | 4.6 | ▲ 3.6% | ▼ 18.8% |
| wowo camping | 714 | ▲ 55.6% | ▼ 0.1% | 434 | ▲ 50.7% | ▼ 7.1% | 60.8% | ▼ 3.1% | ▼ 6.9% | 1.1 | ▼ 28.9% | ▼ 7.0% |
| wild spa wowo | 662 | ▲ 17.0% | ▲ 8.5% | 6 | ▼ 53.8% | ▼ 91.9% | 0.9% | ▼ 60.5% | ▼ 92.5% | 3.2 | ▲ 6.3% | ▲ 0.3% |
| camp wowo | 422 | ▲ 68.1% | ▼ 14.1% | 231 | ▲ 32.8% | ▼ 23.0% | 54.7% | ▼ 21.0% | ▼ 10.4% | 1.0 | ▼ 3.7% | ▲ 4.0% |
| woo woo campsite | 371 | ▲ 101.6% | ▲ 298.9% | 215 | ▲ 73.4% | ▲ 305.7% | 58.0% | ▼ 14.0% | ▲ 1.7% | 2.0 | ▲ 66.7% | ▲ 105.0% |
| campsite | 335 | ▲ 103.0% | - | 1 | - | - | 0.3% | - | - | 14.4 | ▼ 33.2% | - |
| wowo spa | 311 | ▲ 9.5% | ▲ 37.0% | 56 | ▼ 5.1% | ▲ 0.0% | 18.0% | ▼ 13.3% | ▼ 27.0% | 3.4 | ▲ 53.4% | ▲ 25.4% |
| camping sussex | 289 | ▼ 20.8% | ▼ 80.2% | 12 | ▲ 71.4% | ▲ 0.0% | 4.2% | ▲ 116.5% | ▲ 405.2% | 10.3 | ▼ 12.5% | ▼ 49.5% |
| wow camping | 287 | ▲ 5.5% | ▼ 76.6% | 18 | ▼ 55.0% | ▲ 200.0% | 6.3% | ▼ 57.4% | ▲ 1182.6% | 6.1 | ▲ 17.0% | ▲ 3.4% |
| woowoo camping | 275 | ▲ 31.6% | ▼ 9.5% | 210 | ▲ 42.9% | ▼ 0.5% | 76.4% | ▲ 8.6% | ▲ 10.0% | 1.1 | ▼ 5.9% | ▲ 12.0% |
| wowoxxx | 266 | ▼ 30.2% | ▲ 1008.3% | 9 | ▼ 18.2% | ▲ 800.0% | 3.4% | ▲ 17.2% | ▼ 18.8% | 9.2 | ▲ 11.5% | ▲ 13.4% |
| camp fire | 244 | ▲ 1120.0% | ▲ 180.5% | 0 | - | - | 0.0% | - | - | 9.7 | ▼ 14.8% | ▼ 52.0% |
| clarabella | 209 | ▲ 301.9% | - | 0 | ▼ 100.0% | - | 0.0% | ▼ 100.0% | - | 10.2 | ▲ 0.2% | - |
| woo woo camping | 208 | ▲ 51.8% | ▼ 44.5% | 117 | ▲ 23.2% | ▼ 51.5% | 56.2% | ▼ 18.9% | ▼ 12.5% | 1.9 | ▲ 48.4% | ▲ 49.6% |
| wo wo campsite | 207 | ▲ 38.9% | ▲ 7.3% | 107 | ▲ 55.1% | ▲ 5.9% | 51.7% | ▲ 11.6% | ▼ 1.2% | 2.9 | ▲ 190.1% | ▲ 187.3% |
| wowo campsite photos | 206 | ▲ 67.5% | ▼ 13.1% | 52 | ▲ 48.6% | ▼ 11.9% | 25.2% | ▼ 11.3% | ▲ 1.4% | 1.3 | ▲ 18.5% | ▼ 34.0% |
| group camping | 193 | ▲ 17.0% | - | 2 | ▼ 33.3% | - | 1.0% | ▼ 43.0% | - | 7.4 | ▼ 19.6% | - |
| sussex campsites | 180 | ▲ 9.1% | ▼ 31.6% | 6 | ▲ 20.0% | ▲ 200.0% | 3.3% | ▲ 10.0% | ▲ 338.3% | 8.5 | ▲ 9.7% | ▼ 15.0% |
| gypsy wagon | 160 | ▼ 85.7% | - | 1 | - | - | 0.6% | - | - | 4.7 | ▲ 179.8% | - |
4.2 Branded vs Non-Branded Queries (Top 5 each)
Both tables ordered by impressions, highest to lowest.
| Branded (contains "wowo") |
|---|
| Query | Impressions | MoM | YoY | Clicks | MoM | YoY | CTR | MoM | YoY | Position | MoM | YoY |
|---|
| wowo campsite | 4,466 | ▲ 63.8% | ▲ 17.3% | 2,724 | ▲ 57.4% | ▲ 24.3% | 61.0% | ▼ 3.9% | ▲ 6.0% | 1.1 | ▼ 19.1% | ▲ 2.9% |
| wowo | 3,477 | ▲ 35.8% | ▼ 43.7% | 1,005 | ▲ 22.9% | ▼ 30.9% | 28.9% | ▼ 9.5% | ▲ 22.8% | 4.6 | ▲ 3.6% | ▼ 18.8% |
| wowo camping | 714 | ▲ 55.6% | ▼ 0.1% | 434 | ▲ 50.7% | ▼ 7.1% | 60.8% | ▼ 3.1% | ▼ 6.9% | 1.1 | ▼ 28.9% | ▼ 7.0% |
| wild spa wowo | 662 | ▲ 17.0% | ▲ 8.5% | 6 | ▼ 53.8% | ▼ 91.9% | 0.9% | ▼ 60.5% | ▼ 92.5% | 3.2 | ▲ 6.3% | ▲ 0.3% |
| camp wowo | 422 | ▲ 68.1% | ▼ 14.1% | 231 | ▲ 32.8% | ▼ 23.0% | 54.7% | ▼ 21.0% | ▼ 10.4% | 1.0 | ▼ 3.7% | ▲ 4.0% |
| Non-Branded |
|---|
| Query | Impressions | MoM | YoY | Clicks | MoM | YoY | CTR | MoM | YoY | Position | MoM | YoY |
|---|
| campsite | 335 | ▲ 103.0% | - | 1 | - | - | 0.3% | - | - | 14.4 | ▼ 33.2% | - |
| camping sussex | 289 | ▼ 20.8% | ▼ 80.2% | 12 | ▲ 71.4% | ▲ 0.0% | 4.2% | ▲ 116.5% | ▲ 405.2% | 10.3 | ▼ 12.5% | ▼ 49.5% |
| camp fire | 244 | ▲ 1120.0% | ▲ 180.5% | 0 | - | - | 0.0% | - | - | 9.7 | ▼ 14.8% | ▼ 52.0% |
| clarabella | 209 | ▲ 301.9% | - | 0 | ▼ 100.0% | - | 0.0% | ▼ 100.0% | - | 10.2 | ▲ 0.2% | - |
| group camping | 193 | ▲ 17.0% | - | 2 | ▼ 33.3% | - | 1.0% | ▼ 43.0% | - | 7.4 | ▼ 19.6% | - |
Branded vs non-branded, month totals: 6,322 branded clicks (15,040 impressions) against 331 non-branded clicks (12,598 impressions), both up sharply on April in absolute terms. "wowo campsite" now ranks at position 1.06, essentially locked in at the top spot. "gypsy wagon" collapsed from 1,116 impressions in April to just 160 this month; worth a look at whether that page's visibility changed or this was a temporary spike settling back down.
4.3 Page Performance (GSC)
Ordered by impressions, highest to lowest. wowo.co.uk and www.wowo.co.uk are combined into a single Homepage row.
| Page | Impressions | MoM | YoY | Clicks | MoM | YoY | CTR | MoM | YoY | Avg Position | MoM | YoY |
|---|
| Homepage (combined www + non-www) | 41,369 | ▲ 37.9% | ▼ 70.1% | 7,015 | ▲ 47.3% | ▲ 5.2% | 17.0% | ▲ 6.9% | ▲ 252.2% | 5.7 | ▼ 11.9% | ▼ 88.7% |
| /wild-spa/ | 13,437 | ▲ 29.8% | ▼ 34.7% | 593 | ▲ 19.3% | ▲ 0.7% | 4.4% | ▼ 8.1% | ▲ 54.2% | 4.0 | ▼ 7.7% | ▼ 67.0% |
| /glamping/ | 12,756 | ▲ 58.2% | ▼ 41.3% | 156 | ▲ 43.1% | ▼ 3.7% | 1.2% | ▼ 9.5% | ▲ 64.1% | 3.9 | ▼ 9.5% | ▼ 61.9% |
| /facilities/ | 12,694 | ▲ 58.6% | ▲ 10.1% | 152 | ▲ 83.1% | ▲ 7.0% | 1.2% | ▲ 15.5% | ▼ 2.8% | 2.5 | ▲ 2.0% | ▼ 27.4% |
| /booking-at-wowo/ | 11,916 | ▲ 52.5% | ▼ 43.8% | 227 | ▲ 27.5% | ▲ 10.7% | 1.9% | ▼ 16.4% | ▲ 97.1% | 2.2 | ▲ 0.9% | ▼ 61.5% |
| /prices-rates/ | 11,309 | ▲ 54.6% | ▼ 22.4% | 287 | ▲ 38.6% | ▲ 13.4% | 2.5% | ▼ 10.3% | ▲ 46.2% | 2.0 | ▼ 4.8% | ▼ 56.3% |
| /plan-your-stay/ | 9,326 | ▲ 68.2% | ▲ 23.9% | 48 | ▲ 26.3% | ▲ 33.3% | 0.5% | ▼ 24.9% | ▲ 7.6% | 2.9 | ▲ 4.0% | ▼ 23.4% |
| /camping-areas/ | 3,350 | ▲ 57.4% | ▼ 50.3% | 90 | ▲ 104.5% | ▲ 18.4% | 2.7% | ▲ 29.9% | ▲ 138.4% | 2.8 | ▼ 8.6% | ▼ 66.7% |
| /groups/ | 2,801 | ▲ 25.2% | - | 89 | ▲ 41.3% | - | 3.2% | ▲ 12.8% | - | 7.8 | ▼ 8.3% | - |
| /activities/ | 1,940 | ▲ 22.9% | ▲ 50.2% | 65 | ▲ 41.3% | ▲ 80.6% | 3.4% | ▲ 15.0% | ▲ 20.2% | 9.9 | ▼ 12.9% | ▼ 64.0% |
| /camping/ | 1,725 | ▲ 62.9% | - | 51 | ▲ 70.0% | - | 3.0% | ▲ 4.4% | - | 5.4 | ▼ 9.9% | - |
| /faqs/ | 1,721 | ▲ 52.4% | ▲ 44.4% | 105 | ▲ 66.7% | ▲ 2.9% | 6.1% | ▲ 9.3% | ▼ 28.7% | 5.5 | ▲ 4.4% | ▼ 52.1% |
| /woodland-yurt/ | 1,399 | ▲ 54.2% | ▲ 0.0% | 53 | ▲ 39.5% | ▲ 71.0% | 3.8% | ▼ 9.6% | ▲ 71.0% | 10.2 | ▼ 12.3% | ▼ 37.8% |
| /directions/ | 1,388 | - | ▲ 33.7% | 57 | - | ▲ 29.5% | 4.1% | - | ▼ 3.1% | 5.0 | - | ▼ 41.5% |
| /eat-drink-local-produce/ | 1,094 | ▲ 17.6% | ▲ 33.6% | 88 | ▲ 100.0% | ▲ 35.4% | 8.0% | ▲ 70.0% | ▲ 1.4% | 8.2 | ▼ 7.4% | ▼ 60.5% |
| /gypsy-wagon/ | 1,038 | ▼ 53.2% | - | 38 | ▼ 2.6% | - | 3.7% | ▲ 108.1% | - | 8.8 | ▲ 98.0% | - |
| /food-vans/ | 896 | ▲ 50.1% | ▼ 76.9% | 111 | ▲ 126.5% | ▼ 1.8% | 12.4% | ▲ 50.9% | ▲ 324.9% | 8.1 | ▼ 5.0% | ▼ 70.9% |
| /workshops/ | 792 | ▼ 12.2% | ▼ 82.6% | 49 | ▲ 133.3% | ▲ 113.0% | 6.2% | ▲ 165.7% | ▲ 1122.3% | 6.1 | ▲ 11.4% | ▼ 40.7% |
| /entertainment-at-wowo/ | 730 | ▲ 22.7% | ▼ 86.3% | 41 | ▲ 51.9% | ▲ 57.7% | 5.6% | ▲ 23.8% | ▲ 1050.7% | 10.2 | ▼ 8.7% | ▲ 20.2% |
| /calendar/ | 512 | - | ▲ 94.7% | 46 | - | ▲ 64.3% | 9.0% | - | ▼ 15.6% | 5.2 | - | ▼ 41.2% |
/food-vans/ stands out for efficiency this month: only 896 impressions but a 12.4% CTR, the best on the page, well above the site average. /groups/ improved its average position from 8.52 to 7.81 while also growing impressions, a genuinely good combined signal.
SECTION 5
Session Behaviour
5.1 New vs Returning
| Type | Sessions | MoM | YoY | Revenue | MoM | YoY | Transactions | MoM | YoY | Session→Purchase | MoM | YoY |
|---|
| New | 10,681 | ▲ 43.6% | ▼ 19.0% | £27,730 | ▼ 11.0% | ▲ 35.7% | 252 | ▼ 3.4% | ▲ 37.0% | 2.4% | ▼ 32.8% | ▲ 69.0% |
| Returning | 5,996 | ▲ 48.0% | ▼ 33.0% | £38,976 | ▼ 25.1% | ▲ 21.1% | 331 | ▼ 6.5% | ▲ 3.4% | 5.5% | ▼ 36.8% | ▲ 54.4% |
Standout: the same pattern as April holds here: Returning visitors convert at more than double the rate of New (5.5% against 2.4%), even though New sessions grew far faster this month.
5.2 Device & Geography
| Device | Sessions | MoM | YoY | Revenue | MoM | YoY |
|---|
| Mobile | 13,675 | ▲ 56.0% | ▼ 31.8% | £35,339 | ▼ 28.7% | ▲ 12.6% |
| Desktop | 4,399 | ▲ 31.8% | ▼ 13.6% | £30,890 | ▼ 7.6% | ▲ 45.6% |
| Tablet | 109 | ▲ 91.2% | ▼ 54.0% | £477 | ▲ 114.1% | ▲ 2.8% |
| City | Sessions | MoM | YoY | Revenue | MoM | YoY |
|---|
| London | 5,702 | ▲ 60.3% | ▼ 40.3% | £20,595 | ▼ 14.9% | ▼ 2.2% |
| (not set) | 2,159 | ▲ 37.9% | ▼ 35.2% | £4,658 | ▼ 41.0% | ▼ 14.5% |
| Bath | 1,786 | ▲ 56.9% | ▲ 468.8% | £4,879 | ▼ 35.0% | ▲ 2679.0% |
| Uckfield | 1,009 | ▲ 220.3% | ▲ 54.3% | £228 | ▼ 83.4% | ▼ 67.7% |
| Brighton and Hove | 950 | ▲ 23.5% | ▼ 24.8% | £5,198 | ▼ 29.1% | ▲ 84.5% |
| Birmingham | 279 | ▲ 44.6% | ▼ 34.0% | £697 | ▼ 0.5% | ▼ 19.9% |
| Norwich | 205 | ▲ 43.4% | ▼ 48.6% | £820 | ▲ 18.8% | ▲ 60.7% |
| Worthing | 185 | ▲ 34.1% | - | £954 | ▼ 55.9% | - |
| Plymouth | 168 | - | - | £463 | - | - |
| Newcastle upon Tyne | 163 | ▲ 13.2% | - | £94 | ▼ 88.7% | - |
Desktop pulled further ahead on revenue efficiency this month, £7.02 per session against Mobile's £2.58, a wider gap than April. Bath and Uckfield both saw sessions roughly double or more, but Uckfield's revenue fell 83.4% even as its traffic tripled, suggesting a lot of low-intent local browsing rather than bookings from that specific market this month.
SECTION 6
Bookings & Enquiries
6.1 Booking Funnel by Type
Steps tracked: Choosing Prices, then Payment Added, then Booking Completed. Data note: the earliest funnel step (Choosing Dates) stopped firing in GA4 after June 2025, a genuine tracking gap upstream of us. The funnel below starts from the earliest step still reliably tracked.
| Booking Type | Choosing Prices | Payment Added | Booking Completed |
|---|
| Camping | 49 | 5 | 3 |
| Glamping | 146 | 66 | 28 |
| Workshops | 13 | 180 | 109 |
| Site-wide total | 1,962 | 988 | 583 |
Standout: Camping's funnel is thin this month, only 5 people reached Payment Added out of 49 who reached Choosing Prices, an 89.8% drop-off, the steepest of any category. Workshops again shows more "Payment Added" events than "Choosing Prices" events, consistent with last month's working theory that workshops are frequently added on to an existing Camping or Glamping booking already in progress, rather than booked as their own standalone journey.
6.2 Enquiries & Contact Events
| Event | Count | MoM | YoY |
|---|
| Form submissions: Groups | 24 | ▲ 33.3% | ▲ 9.1% |
| Form submissions: Contact Us | 27 | ▲ 107.7% | ▼ 6.9% |
| Phone clicks: Contact Us page | 55 | ▲ 103.7% | ▼ 26.7% |
| Phone clicks: Footer | 92 | ▲ 41.5% | ▼ 27.6% |
Every enquiry channel grew this month: Groups form submissions up from 18 to 24, Contact Us submissions up from 13 to 27, and both phone click types up as well. Worth keeping an eye on whether the team handling these has capacity for the increase heading into peak season.
SECTION 7
Shop (Merchandise)
Traffic and engagement below reflect real GA4 tracking. We are not reporting a shop order or revenue figure this month: GA4's purchase event never fires for the shop checkout, so any count we produced from page views would not be reliable enough to report as a number.
7.1 Shop Pages & Products
| Page | May26 Sessions | Apr26 Sessions | May25 Sessions |
|---|
| /shop/ (landing page) | 235 | 155 | 301 |
| Kid's T-Shirt | 6 | 5 | 9 |
| Adult T-Shirt | 6 | 4 | 1 |
| Kid's Hoody | 4 | 4 | 5 |
| Caps | 3 | 1 | 4 |
| Leather Lanyard | 3 | 1 | 3 |
| Fridge Magnets | 2 | 0 | 0 |
| Adult Hoody | 1 | 4 | 7 |
| Coasters | 1 | 1 | 0 |
| Enamel Mugs | 1 | 2 | 1 |
/shop/ traffic grew to 235 sessions from 155 in April, and individual product pages are getting a little more attention than last month, though volumes remain small across the board.
SECTION 8
Glamping
Sessions
5,833
▲ +30.6% (4,465) vs April
▼ -10.1% (6,491) vs May 2025
Revenue
£7,538
▼ -31.7% (£11,032) vs April
▲ +1.8% (£7,402) vs May 2025
Bookings
28
▼ -9.7% (31) vs April
▲ +3.7% (27) vs May 2025
| Option | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Bookings | MoM | YoY |
|---|
| Grassy Bell Tents | 546 | ▲ 69.6% | ▼ 11.5% | 93.4% | ▼ 3.3% | ▲ 4.2% | £1,132 | ▲ 16.1% | ▲ 71.9% | 3 | ▲ 200.0% | ▲ 0.0% |
| Alice Yurt | 476 | ▲ 24.0% | ▼ 15.9% | 93.7% | ▼ 1.5% | ▲ 3.2% | £662 | ▼ 27.9% | ▲ 178.3% | 3 | ▲ 0.0% | ▲ 200.0% |
| Cherry Tree Geodome | 431 | ▲ 1.4% | ▼ 15.8% | 91.9% | ▲ 2.6% | ▲ 7.5% | £269 | - | ▼ 73.8% | 1 | - | ▼ 75.0% |
| Grassy Geodomes | 382 | ▲ 20.9% | ▼ 14.3% | 87.4% | ▼ 4.1% | ▲ 11.3% | £1,330 | ▲ 34.3% | ▲ 427.1% | 5 | ▲ 25.0% | ▲ 400.0% |
| Lotus (LM & LB) Bell Tents | 340 | ▲ 61.9% | ▼ 12.1% | 95.3% | ▲ 1.1% | ▲ 14.5% | £526 | ▼ 28.8% | ▲ 11.1% | 2 | ▼ 33.3% | ▲ 100.0% |
| Bluebell Shepherds Hut | 336 | ▲ 28.2% | ▼ 20.8% | 92.3% | ▲ 0.3% | ▲ 7.0% | £393 | - | ▲ 79.0% | 1 | - | ▲ 0.0% |
| Woodland Yurt | 304 | ▲ 5.6% | ▼ 19.4% | 92.8% | ▲ 0.4% | ▲ 9.7% | £1,168 | ▲ 0.7% | ▲ 148.1% | 3 | ▲ 0.0% | ▲ 200.0% |
| Stepping Stones Shepherds Hut | 277 | ▲ 77.6% | ▲ 51.4% | 78.3% | ▼ 19.1% | ▼ 13.7% | £199 | - | ▼ 35.7% | 1 | - | ▲ 0.0% |
| Little Owl Yurt | 258 | ▲ 20.0% | ▼ 24.3% | 96.5% | ▲ 0.2% | ▲ 12.7% | £216 | ▼ 73.9% | ▼ 83.1% | 1 | ▼ 50.0% | ▼ 75.0% |
| Clarabella the Family Wagon | 220 | ▲ 45.7% | ▼ 17.3% | 95.0% | ▼ 2.5% | ▲ 8.4% | £449 | - | ▼ 28.0% | 2 | - | ▼ 33.3% |
| Hobbit Yurt | 216 | ▲ 21.3% | ▼ 25.0% | 93.5% | ▼ 2.1% | ▲ 4.8% | £300 | ▼ 75.1% | ▼ 53.3% | 1 | ▼ 80.0% | ▼ 50.0% |
| Gypsy Wagon | 203 | ▲ 13.4% | ▲ 1.0% | 88.7% | ▼ 3.8% | ▲ 8.7% | £695 | ▲ 232.6% | ▲ 119.9% | 4 | ▲ 300.0% | ▲ 100.0% |
| Brookside Shepherds Hut | 183 | ▲ 27.1% | ▼ 3.7% | 90.7% | ▼ 3.9% | ▼ 1.5% | £0 | ▼ 100.0% | - | 0 | ▼ 100.0% | - |
Traffic up, revenue down: Glamping sessions grew 30.6% against April but revenue fell 31.7%, the same "more browsers, fewer bookers" pattern seen site-wide this month. Cherry Tree Geodome again pulls strong traffic (431 sessions) but converted only 1 booking, continuing last month's mismatch worth investigating.
SECTION 9
Camping
Sessions
4,078
▲ +45.9% (2,795) vs April
▲ +33.5% (3,055) vs May 2025
Revenue
£858
▼ -13.4% (£990) vs April
▲ +345.6% (£192) vs May 2025
Bookings
3
▼ -40.0% (5) vs April
▲ +200.0% (1) vs May 2025
| Page | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Bookings | MoM | YoY |
|---|
| /camping/ | 1,900 | ▲ 35.8% | - | 94.2% | ▼ 1.9% | - | £858 | ▲ 81.3% | - | 3 | ▼ 25.0% | - |
| /camping-areas/ | 1,073 | ▲ 49.2% | ▼ 35.0% | 95.1% | ▲ 0.2% | ▲ 8.8% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
| /facilities/ | 1,105 | ▲ 63.2% | ▼ 21.3% | 94.2% | ▲ 0.6% | ▲ 8.5% | £0 | - | - | 0 | - | - |
Camping traffic grew 45.9% against April but revenue and bookings both fell, the steepest conversion drop of any category this month. Worth watching whether this recovers as the season progresses or whether something in the camping booking journey needs attention.
SECTION 10
Workshops
Sessions
2,869
▲ +73.2% (1,656) vs April
▼ -13.3% (3,311) vs May 2025
Revenue
£2,751
▲ +8.1% (£2,546) vs April
▼ -11.1% (£3,095) vs May 2025
Bookings
109
▲ +29.8% (84) vs April
▲ +9.0% (100) vs May 2025
| Workshop | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Bookings | MoM | YoY |
|---|
| Really Wild Bushcraft | 157 | ▲ 34.2% | ▼ 37.9% | 91.7% | ▲ 3.1% | ▲ 13.2% | £148 | ▼ 43.4% | ▼ 76.0% | 7 | ▲ 0.0% | ▼ 56.2% |
| Little Wowos | 127 | ▲ 13.4% | ▼ 36.2% | 87.4% | ▲ 7.5% | ▲ 10.8% | £0 | - | - | 0 | - | - |
| Potion Making | 116 | ▲ 22.1% | ▼ 36.6% | 87.9% | ▼ 2.9% | ▲ 1.2% | £247 | ▲ 152.5% | ▲ 21.9% | 8 | ▲ 60.0% | ▼ 20.0% |
| Enchanted Wowo Woods | 113 | ▲ 7.6% | ▼ 46.7% | 86.7% | ▲ 0.0% | ▲ 15.6% | £92 | ▼ 65.0% | ▼ 27.4% | 4 | ▼ 60.0% | ▼ 50.0% |
| Forest School | 101 | ▲ 90.6% | ▼ 11.4% | 88.1% | ▼ 6.6% | ▲ 9.2% | £32 | ▼ 33.1% | ▼ 84.1% | 2 | ▲ 0.0% | ▼ 71.4% |
| Foraging & Wild Medicine | 70 | ▲ 4.5% | ▼ 43.1% | 81.4% | ▼ 10.5% | ▲ 3.2% | £22 | ▼ 79.2% | ▼ 38.4% | 1 | ▲ 0.0% | ▲ 0.0% |
| Stage Combat | 70 | ▲ 62.8% | ▼ 2.8% | 81.4% | ▼ 7.9% | ▼ 5.5% | £0 | - | ▼ 100.0% | 0 | - | ▼ 100.0% |
| Family Theatre | 63 | ▲ 3.3% | ▼ 52.6% | 96.8% | ▼ 1.6% | ▲ 3.0% | £0 | - | - | 0 | - | - |
| Family Art | 62 | ▲ 55.0% | ▼ 29.5% | 83.9% | ▼ 6.8% | ▼ 2.9% | £97 | ▲ 95.0% | ▼ 73.9% | 4 | ▲ 100.0% | ▼ 42.9% |
| Jimmy the Juggling Jester | 60 | ▲ 87.5% | ▼ 16.7% | 90.0% | ▼ 4.1% | ▼ 0.3% | £83 | - | ▲ 8.4% | 6 | - | ▲ 50.0% |
| Fox Den | 55 | ▲ 5.8% | - | 85.5% | ▼ 1.2% | - | £13 | ▼ 76.7% | - | 1 | ▼ 66.7% | - |
| Golden Lotus Archery | 54 | ▲ 12.5% | ▼ 32.5% | 90.7% | ▲ 1.2% | ▼ 0.7% | £0 | - | - | 0 | - | - |
| Go Kids Music School | 26 | ▲ 225.0% | ▼ 42.2% | 88.5% | ▼ 11.5% | ▲ 17.1% | £0 | - | - | 0 | - | - |
| Sing Meraki | 18 | ▲ 0.0% | - | 88.9% | ▼ 11.1% | - | £9 | - | - | 1 | - | - |
| Really Wild Academy | 7 | ▼ 46.2% | ▼ 30.0% | 100.0% | ▲ 18.2% | ▲ 25.0% | £0 | - | - | 0 | - | - |
Workshops is the one category where bookings kept pace with traffic this month, up 29.8% against April's 84. Really Wild Bushcraft and Potion Making are the strongest individual performers again.
SECTION 11
Wild Spa
Sessions
2,403
▲ +40.3% (1,713) vs April
▼ -19.7% (2,994) vs May 2025
Engagement Rate
83.4%
▼ -5.1pp (88.5%) vs April
▲ +8.4pp (75.0%) vs May 2025
Wild Spa is booked through the same embedded booking widget as the rest of the site, and the transaction records against wherever the booking actually completes (mainly /complete-your-booking/ and /booking-at-wowo/) rather than the page the visitor started on, so there's genuinely nothing to report on revenue or transactions for this page specifically. Sessions grew 40.3% against April, the strongest month for Wild Spa traffic so far this year, though engagement rate dipped slightly.
SECTION 12
Groups
Sessions
375
▲ +3.3% (363) vs April
▼ -15.3% (443) vs May 2025
Form submissions
24
▲ +33.3% vs April (18) vs April
▲ +9.1% vs May 2025 (22) vs May 2025
Groups form submissions climbed again this month, now up on both comparisons, a second month running of enquiry growth for this enquiry-led page.
SECTION 13
Booking Pages & Widget Journey
13.1 Homepage Widget Journey
| Page | Sessions | MoM | YoY | Revenue | MoM | YoY | Transactions | MoM | YoY |
|---|
| Homepage (/) | 10,930 | ▲ 40.7% | ▼ 25.0% | £575 | ▲ 38.2% | ▼ 61.3% | 5 | ▲ 25.0% | ▼ 66.7% |
| /complete-your-booking/ | 4,691 | ▲ 26.8% | ▼ 8.1% | £30,337 | ▼ 28.2% | ▲ 20.1% | 233 | ▼ 21.5% | ▲ 4.5% |
This remains the single biggest booking pathway on the site. As agreed, /complete-your-booking/ is only reachable via the homepage widget, so its revenue and bookings are reported here as a direct continuation of the homepage journey. Both homepage sessions and its widget completions grew this month, though revenue per completed booking is noticeably lower than April.
13.2 Other Booking & Pricing Pages
| Page | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Transactions | MoM | YoY |
|---|
| /booking-at-wowo/ | 1,678 | ▲ 17.8% | ▼ 23.7% | 86.4% | ▲ 1.3% | ▲ 41.4% | £17,690 | ▲ 0.5% | ▲ 102.0% | 138 | ▲ 10.4% | ▲ 79.2% |
| /key-workers/ | 1,027 | ▲ 19.4% | ▲ 11.0% | 97.0% | ▼ 0.1% | ▲ 10.6% | £4,301 | ▼ 5.1% | ▼ 18.6% | 46 | ▲ 4.5% | ▼ 11.5% |
| /prices-rates/ | 798 | ▲ 32.8% | ▼ 19.2% | 88.2% | ▼ 0.3% | ▲ 9.0% | £2,559 | ▼ 30.2% | ▲ 118.4% | 20 | ▼ 9.1% | ▲ 100.0% |
| /discounts-at-wowo/ | 76 | ▼ 21.6% | ▼ 28.3% | 96.1% | ▲ 4.7% | ▲ 3.9% | £98 | ▼ 43.5% | ▼ 73.1% | 1 | ▼ 50.0% | ▼ 50.0% |
/key-workers/ again posts the best engagement of the group at 97.0%, consistent with April. /booking-at-wowo/ grew sessions and held revenue roughly flat, one of the more resilient pages this month against the wider conversion dip.
SECTION 14
General Content Pages
| Page Group | Sessions | Eng. Rate | Note |
|---|
| Plan Your Stay hub (Calendar, Entertainment, Food Vans, Activities) | 2,761 | ~83% | Supports planning, rarely transacts directly |
| Facilities hub (Camping Areas, Toilets/Showers, The Barn, Village) | 1,981 | ~95% | High engagement, reassurance content |
| About Us hub (Directions, FAQs, Contact Us, Reviews) | 1,559 | ~85% | Directions and FAQs carry the volume |
| Booking info hub (T&Cs, Booking FAQs) | 94 | 95.7% | Low volume, late-funnel reassurance |
Facilities-type content again posts the highest engagement rates on the site despite carrying no direct revenue, the same reassurance-content pattern seen every month so far.
SECTION 15
Insights & Key Takeaways
Growth Insights
Sessions grew 48.3% and users grew 45.0% against April, the biggest month-on-month jump of the year so far as the site moves into peak season.
Revenue is up 25.7% and bookings up 14.8% against May last year, so the underlying year-on-year picture remains strong even with April's stronger conversion.
Workshops bookings grew 29.8% against April, the only category where booking volume kept pace with the traffic surge.
Groups form submissions grew for a second month running, now up on both April and May last year.
Opportunities
/food-vans/ posts a 12.4% CTR on Google, well above the site average on modest impressions, worth understanding what's working there.
/groups/ improved its average position while growing impressions at the same time, a genuinely good combined SEO signal worth building on.
Non-branded search demand keeps growing (331 clicks this month against 231 in April), a small but real audience beyond the branded search base.
Bath's session count nearly doubled against April, worth a look at what's driving interest from that specific market.
Watch Points
Site-wide conversion rate roughly halved this month, from 5.05% in April to 3.23%, with the same pattern showing up in Glamping, Camping and Workshops individually. Worth confirming this is seasonal research behaviour and not a booking-journey issue.
Camping's funnel drop-off from Choosing Prices to Payment Added was 89.8% this month, the steepest of any category and worth a closer look.
Uckfield's traffic tripled but its revenue fell 83.4%, a big swing toward low-intent local browsing worth understanding.
"gypsy wagon" search impressions collapsed from 1,116 in April to 160 this month; worth checking whether this was a one-off spike or a genuine visibility drop.
Popularity Insights: Glamping & Workshops
Grassy Bell Tents pulled the most glamping traffic this month (546 sessions) and backed it up with solid revenue, a healthy traffic-to-revenue match.
Cherry Tree Geodome remains a popularity-to-revenue mismatch for a second month running: strong traffic, almost no bookings.
Really Wild Bushcraft and Potion Making are consistently Wowo's strongest workshops two months running now.
Golden Lotus Archery and Family Theatre are pulling healthy traffic again but zero bookings for a second straight month, worth a page review.
SECTION 16
Year to Date (Jan – May 2026)
Sessions & Total Users
May is the strongest month of the year so far on both lines by a clear margin, a step change rather than a gradual climb.
Traffic by Channel
Organic Search's lead over every other channel widened again in May, now more than three times the size of Direct.
GSC: Branded vs Non-Branded Clicks
Both lines jumped in May, branded clicks up to 6,322 from 4,254 in April, but the gap between the two remains wide and hasn't narrowed proportionally.
Revenue by Page (Top 5 + Other)
May's total bar is smaller than April's despite higher traffic, visually confirming the conversion dip discussed throughout this report.
Glamping: Revenue vs Bookings
May's revenue line drops back down even as sessions grew elsewhere in the report, a divergence worth watching into June.
Camping: Revenue vs Bookings
Camping's steady year-long climb paused in May, the first month this year both lines moved down together.
Workshops: Revenue vs Bookings
Workshops bookings kept climbing in May even as revenue growth slowed, the most resilient category in the report this month.
May 2026