If you want to shift your stock through your apps, you need to do it on Fridays and Saturdays, as these are the days when browsers are more likely to convert. Oh, and don’t look to do much on Wednesdays and Sundays as these are days of retail rest on mobile.
So finds the Poq Studio App Commerce Report, which collates data of retail traffic across Poq Studios app platform. It suggests that, while Sundays see a large amount of traffic on both iOS and Android apps, sales tend to happen onFridays (iOS) and Saturday (Android). The study also found that Sunday is the peak day for “add to wishlish” clicks: Sunday, it would seem, is a day of Window shopping.
And within this, the time of day is also crucial. When Poq looked at the average amount of transactions and sessions that take place throughout the day, it found that times of high traffic are not necessarily the periods during which most purchases are made. It appears that the average UK consumer loves playing with his or her apps during lunch break. App browsing is lowest in the early hours of the morning, between 2am and 7am. It then spikes at noon, drops after 1pm, and picks up again slowly from 3pm. On average, browsing peaks at around 6pm, before gradually declining until the next day.
Likewise, people make the fewest purchases between 2am and 7am. Transactions start gradually picking up after 7am, peak again at 1pm, and hit their highest point between 8pm and 10pm.
Why is it that transactions tend to take place after traffic peaks? Poq says that its platform data suggests this is because shoppers who end up buying products, spend much longer browsing. On average, shoppers spent 4:40 minutes browsing their apps, and looked at an average of 11 app pages per time they browsed. But customers who ended up making purchases, spent 22:09 minutes shopping, and looked at an average of 29.39 pages per time they visited the app. That’s about 17 and a half minutes longer, and 2.6 times more pages.
So whilst shoppers who make purchases may also have started their shopping sessions during the peak app browsing times, they drop off much later than the customers who don’t make a purchase.
So what can you do with all this timely information? Well, this can help you shape when you do promotions and what kind of promotions you do to mobile via app push messaging, advises Poq.
Sunday browsing traffic can be converted into sales through the use of promotions that are time-limited to specific hours on Sundays. A great way to execute these promotions is to set up special Sunday promotion product categories and schedule for them to become visible only for a few hours, says the company.
Friday and Saturday shoppers can be incentivised to shop for longer through the use of newly added, app-exclusive content. Setting live a product category merchandised for a specific theme can inspire purchases and lead to a better shopping experience. To make shoppers aware of the new content, push notifications should be broadcasted. Alternatively, email communications should feature a section that deep links directly into that specific part of the app.
Retailers can take advantage of the days during which shoppers are more likely to make purchases, to promote items that receive less attention on other days.
And on time specific marketing, seeing as traffic organically picks up after lunch, make sure to publish new content right before this time. This will ensure that most users see the new content, and should help to keep them engaged.
Finally, send push notifications after work. Send push notifications at the end of the working day. This will remind customers of the products they looked at during lunch, and entice a purchase on the way home or over dinner.
