Working Lunch? On Mondays, Think Again
“Time of day can have a dramatic impact on a campaign as hourly conversion rates can vary as much as 50 percent from the overall average,” Young-Bean Song, director of analytics for Atlas said in a prepared statement announcing the study’s results. “The results of this study indicate that web users save their purchases and other activities (typically tracked as conversions by marketers) for the lunch hour, after dinner or before going to bed. This is a clear indicator for direct response marketers that daypart advertising can play a key role in realizing savings in costs-per-acquisition deals.”
The time with the highest conversion rate, according to Atlas, is noon, Eastern Time, with a conversion rate 35 percent higher than the overall average rate. Online shoppers are buying throughout the workweek lunch-hour period, however, which Atlas defines as between noon and 3 p.m. Eastern Time. The lowest rate, less than half the day’s average mean rate, occurs at 4 a.m. Eastern Time. Mondays have reigned as the biggest online shopping day for the last three years, according to Atlas’ fifth annual study of online shopping trends.
“Mondays are to online retailers what weekends are to offline retailers,” Song says. “Our study clearly shows consumers shop in the store on the weekends and on Monday continue their holiday shopping experience searching for better prices and bargains online.”
And don’t expect lunch-hour shopping to end with December, either. The Atlas survey reveals that January has also been a strong month for online shopping in recent years.