Today we’re going to find out what time of day and day of the week people are people are coming to your website and why that matters.
The reason why that is useful is because depending on your industry, people are going to sign up as a lead or buy from you at different times of the day. Different industries have very different buyer behaviour, and if you understand your market well you can capitalise on it with your digital martketing.
For example, I would expect car yards selling cars to the domestic market to have a peak in activity from potential buyers on a Saturday morning. Now I don’t actually have any clients who are car yards, but certainly you would expect to see people looking at your cars at a time when it was convenient for them to come out for a test drive and so my bet is that you’d see peaks on their websites Saturdays between 8-12.
Another example is products for mothers of babies. Now I actually do have a client in this space, so I have real evidence here! Mothers of babies are getting up at 4am every night to feed their babies, and they can’t get back to sleep. Some mothers will do their online shopping at 4am. It’s not the only time they will do shopping, but it is a strongly converting time of day.
I’ve got a few other examples in the video here:
You probably already know that different times of day and different days of week have different outcomes in your business, but what you might not know is how to make your digital marketing output congruent with when people want to buy from you, so that you’re in the right place at the right time.
I’ve got an Audience Engagement Report that tells you a whole lot of information about the users who are interacting on your website and transacting with you. This includes telling you exactly which times of day and days of the week that they are most active on your website (not just when they visit, but when are they really interacting).
You want to put as much advertising budget as you can onto times of day and days of the week that you know are the times when users are highly engaged and wanting to buy.
You don’t want to be in a situation when your best audiences are logging in at 7pm, but by that stage it is only organic traffic because your paid advertising has run out of budget. I did have a client tell me recently that her advertising budgets were all being spent by lunchtime – what if her most engaged audiences were wanting to find her after dinner?
You don’t have to spend more money, you just have to place your advertising dollars on the times of day and days of the week when you are going to get a better return on your investment.
In the video I describe how to do it with both budget scheduling through turning budgets on and off at certain times, and also how to schedule more subtly by adjusting bids at certain times of day.
Hopefully that helps! If you get your advertising timing right, all other things being equal you should score yourself more customers for the same advertising dollars.