We all know that we can access consumers any time that we want on the Internet. It’s incredible. But, it’s a bit different than a retail store that’s open from 9am-5pm.
In a retail store scenario we can analyze a person and have a sales approach based on that person and other factors like what time of day it is, current events, what they are looking at, etc. If it’s early in the morning you might need to have some extra energy to wake the consumer up and get them excited about buying. Later in the day, depending if they have had a busy day or not you might need to find a way to bypass their ‘too tired to think’ attitude.
Now let’s say that you are surfing the web at 3am. The kinds of things you’re looking for at 3am are almost certainly different than what you’re looking for at 3pm, for example. And most certainly different demographics of people are going to be more prominent at 3am as opposed to 3pm.
A lot of marketers get in the safe habit of using 1 landing page all the time, without split testing it. They don’t even split test it, let alone split test different pages at different times of day. Of course, I also don’t propose you test too many variables at once but I do think time of day has to be a thought in your marketing process.
For example, most PayDay loan advertisers stick to 9am-5pm “day parting” for their traffic, as it’s called. This is because they have found that the best time to target those people is between 9am and 5pm. In PayDay there are some other factors involved about call centers and what not, but for the most people it has just to do with when the traffic is most responsive and when it backs out the best.
Do some time of day testing and you might be more surprised than you think at how much of a role it actually plays.