Some new target audiences are cultivated and grown slowly. But some are already established, hiding just below the surface. And all it takes to reach them is a little digging.
A few years ago we were measuring and analyzing metrics for a large retail site. In addition to the normal performance reporting, we spent some time viewing traffic patterns and discovered something interesting. On Sunday afternoons, beginning in August, we saw an increase in site traffic. At first, this spike was attributed to the introduction of the new fall product line, and when compared to the general traffic within that season, that hypothesis seemed to make sense. But when these metrics were isolated and compared to various seasons, a different view emerged. Traffic was up, but the fall line was not the only reason for the increase.
So we planned a little test. Up until this point, we were pushing emails weekly, based on general open and click trends. We maintained that weekly communication, but we started sending test emails later in the week and saw a noticeable increase in opens and clicks. After a few emails, we started seeing conversion rates increase as well.
We did a few surveys and discovered who was driving the traffic: the Football Widow. Across the country, customers were shopping our site while the rest of the family was occupied with the game. We expanded our campaign to leverage existing mass tactics and created what one colleague called, "the Sunday afternoon respite." After several seasons, this time frame expanded beyond the football season and became a benchmark for new product introductions and end-of-year forecasts.
Shopping…take me away….