Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: Your visitors showed up. But how long did they stay?
What happens in it: Watch the idea unfold: more traffic, shorter visits, and the one campaign behind most of the drop. In Your call you make the decisions in a real case: I pull up the monthly dashboard. We had 20,000 sessions, up 15%, but average session duration has dropped from 4 minutes to just under 3. Kip, who redesigned the home page last month to load faster, says: “That’s strange. The site is faster now; people should be staying longer, not less.” I need to decide what to check first. Then, in the boardroom, you make the case to Waldo, the head of digital, in three questions.
How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 3 of 4 in the Website and traffic season of the Marketing series.
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