Web site traffic breakdown

It's time to review your online tire store strategy

By: Mike Bruce

You have worked hard and spent good money getting that online tire shopper to visit your Web site. But what does that Web traffic really look like? And what is your return on investment on that traffic?

At my previous job, I had the opportunity to work with a software program that analyzed Web traffic within our Web site. We could follow the Web visitors around, one customer at a time, and “watch” their actions.

These numbers, overall, were consistent, as we were really looking at consumer shopping behavior patterns.

The numbers below are approximate and based on a fully functional tire shopping Web site. Our example represents a single store location, and we used $400 for the average invoice.

Our research shows that large tire retailers with fully functional Web sites and online advertising programs are averaging just over 1,200 visitors per month per store. We used 1,000 visitors for our example.

Web site visitor breakdown:

200 VISITS
Some 200 of your 1,000 visits are not real people, but software programs (like search engines) that comb Web sites looking for information.
These are commonly referred to as single-access visits, spiders or robots (bots).
There’s nothing here for you with these 200.

Estimate: Programs, not people.
Sales projection: No sales.

160 VISITS
Think of the behavior of these 160 visitors the same as Yellow Page users from the past.
These are visitors who come to your Web site looking for store location/phone number information and then call or drive to your store.

Estimate: 20% of this group will show up at your store.
Sales projection: $12,800.

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Related Topics: Business insight, Mike Bruce, Online tire store, Web site

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