Why has the average session duration on Internet Brands's Lawyers.com decreased by 20% in the past two weeks?

Introduction

The recent 20% decrease in average session duration on Lawyers.com is a significant issue that requires immediate attention. This metric is crucial for Internet Brands as it directly impacts user engagement, content quality perception, and potentially conversion rates for legal services. I'll approach this problem systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term strategies to address the decline.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might have been a recent product update. Has there been any significant change to the website's functionality or design in the past month?

Why it matters: Recent changes could directly impact user behavior. Expected answer: Yes, there was a redesign of the lawyer profile pages. Impact on approach: If confirmed, I'd focus on analyzing the new design's impact on user engagement.

• Considering user segments, I'm curious about the distribution of this decrease. Is the 20% drop consistent across all user types, or is it more pronounced in specific segments?

Why it matters: Helps identify if the issue is global or segment-specific. Expected answer: The decrease is more significant among first-time visitors. Impact on approach: I'd prioritize investigating the onboarding experience and first-time user journey.

• Given the nature of legal services, I'm wondering about seasonality. How does the current session duration compare to the same period last year?

Why it matters: Rules out normal seasonal fluctuations. Expected answer: This decrease is unusual compared to previous years. Impact on approach: I'd focus on recent changes rather than cyclical factors.

• Thinking about content quality, has there been any change in the way legal articles or advice are presented on the site recently?

Why it matters: Content changes could significantly impact engagement. Expected answer: No major content changes, but there's been a shift in the content recommendation algorithm. Impact on approach: I'd investigate the impact of the new recommendation system on user engagement.