Today, we’re launching Website Traffic Trends, an AI-powered solution that monitors merchant website traffic patterns to identify unusual activity early.
The challenge
Risk teams manage thousands of merchants across industries. Shifts in traffic volume, source mix, and user engagement can be early signs of fraud, traffic pumping, or financial distress. These are hard to spot through manual checks.
How it works
- Monitors monthly visits, unique visitors, average time on site, and bounce rate
- Breaks down sources: direct, search, referral, email, paid, social, and unknown to spot artificial inflation
- AI identifies unusual month-on-month changes that indicate potential risk
- Flags deviations against a merchant’s historical range for analyst review
Real impact
Consider a merchant showing 300% traffic growth from paid sources but with a 95% bounce rate. Classic signs of click fraud or a bust-out scheme in progress. Our AI flags these patterns immediately, allowing payment companies to investigate before processing volume spikes and the chargebacks that follow.
Other real-world behaviours observed and flagged through Website Traffic Trends:
- Sharp drop in unique visitors while visits remain consistent, pointing to bot or low-quality traffic
- A sustained decline in traffic and time on site can signal operational stress
Why this matters
Website traffic analysis is valuable for identifying merchant risk early. With Website Traffic Trends, you can spot warning signs weeks before they impact your portfolio, allowing your risk team to shift from reactive to proactive.
If you’re interested in learning more about this solution or anything else Envisso offers, reach out to our team.