Likes are not sales
The canteen runs a fruit stall and tells students about it on a website, by email and on social media. Two weeks later the team asks, "Did it work?"
Someone says, "We got 300 likes." Is that good? Only if you know what to measure and what a good result looks like.
Key words
| Word | What it means | Example |
|---|---|---|
| Metric | A number that measures how something is doing. | Open rate |
| Session | One visit to a website, from arriving to leaving. | A student visits the menu page |
| Average session | How long a typical visit lasts. | 48 seconds |
| Bounce rate | Out of every 100 visits, how many left after seeing one page. | 50 out of 100 |
| Targeted purchase | A sale or sign-up you set as the goal. | A pre-order for the fruit stall |
| Open rate | Out of every 100 emails sent, how many were opened. | 45 out of 100 |
| Engagement | How much people react to a post: likes, comments and shares. | 60 reactions on 400 views |
| Post view | One time a post was shown to someone. | 400 views |
The cells students fill in are left blank in this preview.
By the end of this lesson
Note
I can name the website, email and social media metrics and say which decision each one helps with.
Starter: what you already know
Have a go
Starter: what you already know
3 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.
Set the parameters of the review
Start with the goal. For the fruit stall the goal is pre-orders. Then pick the few metrics that show if you are getting there.
Say which period you will review, which channels, and what result you expected. A metric with no goal is just a number.
Website metrics
Average session is how long a typical visit lasts. Bounce rate is the share of visits that leave after one page. Targeted purchases count the sales or pre-orders you wanted. Clicks count how often a link or button was used.
Different tools define bounce rate in their own way. Check the tool's own definition.
Check: website metrics
Have a go
Check: website metrics
3 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.