It is essential to think about the number of visitors your website is receiving and when these visits most likely to convert into actual sales. Mystore has provided some fascinating data regarding the distribution of customer traffic throughout the day. Some interesting trends can be identified from this information.
The bulk of traffic occurs between 7pm and 11pm, with the peak occurring at about 9pm, however this is not when the majority of conversions take place. The best conversion rates tend to happen at 10am, 11am and 1pm. Traffic drops drastically after midnight and does not notably increase again until 7am, with the lowest conversion rates occurring at 1am, 4am and 5am.
There are several significant findings that we can derive from these figures. Lunchtime and the periods immediately before and after are the times most likely to result in a conversion to a sale, so it makes sense to focus your marketing budget here. Conversely, between midnight and 7am there is very little traffic, so you will not want to spend too much of your budget here when conversion rates are insignificant.
Perhaps the most important point to consider is that although most visits to the site take place between the hours of 7pm and 11pm, this is not where you will find the highest conversion rates. It is definitely worthwhile thinking about how to take advantage of this peak in traffic and finding a way to convert into sales. There are several possible ways in which this can be achieved.
Humans tend to “follow the crowd”, feeling that if lots of people are doing something then it must be desirable. Showing figures for how many customers have signed up for a service or have purchased a product can increase your conversion rates.
Speed is also a major factor in conversion rates, so it really pays to ensure that your website is running efficiently and that overall site speed is good. Too many delays and customers will go elsewhere.
Customers prefer products and services which appear to be aimed personally at them. Software is available which can track your visitor’s location and tailor your sales pitch towards them. Some sites have found marked increases in conversion rates using this approach.
Of course, there are an almost infinite variety of ways in which to convert traffic into customers if you are able to think creatively; the possibilities are limited only by your imagination.