Approaches to monitoring seasonal trends that affect business.
When we all look at trends of traffic and different behaviors (conversion, etc.) on our sites, there are obviously some key performance indicators we want to increase such as conversion rate. And there are some we want to decrease such as bounce rate on search or media.
One factor often overlooked: the power of seasonality. To be fair, every large retailer understands this intimately. We've all heard of Black Friday, which is make or break time for many retailers to move out of the red into the black for the year. But seasonality often has a significant impact on businesses outside of online retail commerce.
Look at your Web analytics tracking tool. You can compare this year versus last year or a specific week or month to the previous one. You must be careful in doing so. For instance, if you make changes to improve tracking throughout the year, it could become difficult to perform a year-to-year or apples-to-apples comparison.
You may want to see trends for an entire industry or category. You can of course subscribe to competitive data services such as Compete, HitWise, comScore, and others.
Another great (and free) tool to get the highest level view is Google Trends . This tool will allow you to see relative search volume over time for nearly any term, assuming it has decent search traffic.
Let's look at a few examples:
Now we should be careful of treating search traffic as the same as site traffic. It is obviously different but still a solid indication of interest.
So why does this matter?
Does seasonality have a significant impact on your business? Are you comparing this year to last year within your Web analytics tool or using competitive data providers? If not, spend some time digging in and identifying opportunities.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
As President of the Americas at POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. With more than 20 years experience in digital strategy, he is a long-time advocate of using data to inform digital strategies to help clients attract, convert, and retain customers. Jason supports POSSIBLE's clients and employees in driving new engagements and delivering great work that works. He is the co-author of Actionable Web Analytics: Using Data to Make Smart Business Decisions.
Follow him on Twitter @JasonBurby.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
November 19, 2014
1:00pm ET/10:00am PT