Do you understand your website’s traffic metrics? Most websites have particular days of the week, and even hours of the day, when they are at their busiest. A quick look at your website’s stats will tell you which days of the week (and which hours of the day) are most popular. The question is, can you modify your marketing to either take advantage of traffic peaks, or better yet, to drive traffic during the quieter times?
Offline businesses have been doing it for centuries. Making special offers available early in the week when customer traffic is low. Some businesses have even been accused of raising prices during peak periods – gas for our cars is a good example. What about your website – can you do the same?
Many businesses care only about right now. You need to understand your target market first. If you are selling products that are aimed at moms, then you will see a distinct peak at certain times of the day, depending of course on your product. Tweeting a super special at other times of the day may increase your traffic marginally, but if moms just aren’t available then, that special offer will be lost. More importantly, you may upset some customers since they weren’t physically able to take up your offer.
Knowing your traffic highs and lows and knowing your target market’s online habits are important metrics that you may be able to use to better target your marketing. If you use pay-per-click advertising, then you can ensure your ads are only running when your customers are online.
When it comes to blog traffic, publishing blogs shortly before your traffic peak ensures your readers are receiving the very latest. Publish after your traffic peak and regular readers are seeing your content 20-24 hours after publication – that is not ideal if you are looking to start conversations. On topical matters, you could be seen to be publishing stale news.
Understand your traffic metrics and use them to help boost your internet marketing programs.