The Traffic & Conversion tab includes analytics that can provide instructors with key insights on how students are discovering their courses and their market demand . This article outlines how instructors can access their Traffic & Conversion analytics, and get better informed on the sales funnel for their courses.
How to Navigate to Your Traffic & Conversion Tab
To navigate to the Traffic & Conversion tab in your account follow the steps below:
- From the dropdown menu at the top right of the page, click Instructor Dashboard
- Click Performance on the left hand side
- Next, click on Traffic & Conversion
All Courses View
On the All Courses page instructors can view the Landing Page Visitors for their courses, as well as the Conversion Rates. The data can be filtered to show show figures from the last 30 or 7 days.
The Landing Page Visitors is determined by how many unique people have visited the course landing page (CLP) in the selected date range. For example, if the same student visits the course landing page more than once, it will only be counted as one visitor.
The Conversion Rate, meanwhile, is the number of enrollments divided by the number of visitors to the course landing page over the selected date range.
Individual Course View
By utilizing the course filter to select a specific course to view, instructors can access more detailed data for the course landing page visitors and conversion rates.
Channels For Landing Page Visitors
By selecting the Landing Page Visitors tab for a specific course, instructors can review which channels students utilized to discover their course landing page, over the date range selected.
Numbers for the following channels are included:
Total: refers to all landing page visitors for a given course over the given time frame.
Udemy Discovery: refers to visitors who landed on the CLP via a Udemy link. For example, this channel includes traffic that stems from all pages on Udemy or via a Udemy email. It does not include traffic from search results.
Udemy Search: refers to visitors who navigated to the CLP from the Udemy search results page.
Udemy ads and Affiliates: refers to visitors who were directed to the CLP by Udemy ads & affiliates.
Instructor Promo: includes the number of visitors to the CLP that stemmed from an instructor’s personal marketing efforts and an instructor coupon link.
Outside Sources: shows visitors to the CLP that came from non-Udemy ads and affiliates. For example the visitor found the course via Google, or through a link sent from a friend or co-worker.
Conversion Rates For Individual Courses
By selecting the Conversion Rate tab for a specific course, instructors can generate a line graph that displays the conversion rate over the selected period of time. The conversion rates for specific dates can then be viewed by moving the cursor to various points on the graph.
The conversion rate is calculated by dividing the number of enrollments with the total number of unique landing page visitors.
Leveraging Your Traffic & Conversion Data
Data that can be accessed via the Traffic & Conversion tab can be leveraged to make improvements to your course landing page and sales funnel if required.
For example, if you see a decline in visits to your course landing page, this may indicate that there are new, competing courses that students are electing to review instead. Or, it may be time to update or expand promotions you’re conducting for the course.
A low conversion rate might mean the landing page for your new course does not describe the course in a compelling and effective manner. You may need to review and edit the course title, description, and how you’ve described the course’s target student.
Search the Udemy marketplace to see if there are new competing courses, consider whether content in your course landing page or curriculum needs to be updated or replaced, and reassess the marketing strategy you’re conducting.
To learn more about the other Performance tabs and what information they provide, please click here.