Fortunately, we have already had a few nice summer days this year and in general everyone is positive about them but what about my conversion during the summer months? People generally get happier when the sun shines but why? Probably because of the nice temperature, the fact that we can go outside more and because there is more to do in our environment and we do more activities. Although there are currently some restrictions on this due to COVID-19.
What is the connection between your conversion and the summer months?
As just indicated, on a personal level, we are a lot more enterprising when the weather is nice. We want to go outside and preferably enjoy being outside for as long as possible. A long walk or bike ride, visit friends or family, visit the hospitality industry, or maybe even hit the water. All activities that make us stay away from our screens such as laptop, tablet and cell phone and thus also from websites and web shops.
This causes visitor numbers to drop and in many cases also results in a decrease in conversion during the summer months. Obviously this does not apply to all websites and web shops but for many business owners it is the case. Although a decrease in conversion during the summer months does not always have to be due to the weather, we let you understand that this chance is very present.
Seasonal products
If you sell seasonal products but these are 'summer' products, you will not notice this as much because people are confronted with these products. Fans, (mobile) air conditioners, swimming pools, garden furniture such as a lounge set or parasol are items that will be sold more as the weather gets nicer. So the conversion during the summer months will also increase rather than decrease here. People experience a 'problem' such as heat in or around the house and look for a fan or (mobile) air conditioner or parasol to cool down.
Although we are not on our cell phones very often due to outdoor activities, it is fair to say that we perform a kind of impulsive search when we are irritated by something. A completely different example is, for example, buying a new mattress at night because we are already lying awake again because the bed is no longer comfortable.
During other seasons, of course, we notice the same thing. When it gets really cold you suddenly notice that you have run out of gloves or that your winter coat from last year is actually not that nice or pretty after all and you'd rather buy a new one. Whatever the season for your product, make sure you are ready with all operational matters in time to handle all requests.
Non-seasonal products
Of course, there are also lots of products that do not specifically become more attractive in a particular season. We need toilet paper in the winter just as much as in the summer and we (most people) wear underwear every day. Websites and web shops with such products do experience a decrease in conversion during the summer months because we are not on our screens as much. Although this may sound logical to many, it is not always the case because there is no direct link between nice summer weather and the product you are selling.
How can I increase my conversion rate during the summer months?
This is the question that comes up often but there is no global answer that can answer this question. Factors such as the type of product you sell, the price range, the industry you are in and the customers you target all play an important role in this. In any case, it is important that you have insight into whether you experience a decrease in conversion during the summer months. If this is the case, you can take this into account by, for example, advertising extra intensively in the months just before the summer. If this results in a higher conversion, it can compensate for the decrease in conversion during the summer months.
You can also try to find the link between your own product and its possible need during the summer months. This will make your product seem more seasonal and may trigger visitors to purchase the product. Should both of these fail, you can choose to combine a summer product with your own.
Depending on the value can your product and the margin you can play with, you can decide what kind of product to offer with it. For example, it is not realistic to offer a cooler for a few cans of drinks with a purchase of an expensive sports car. On the other hand, it is also not profitable to offer a mobile air conditioner as a gift with the purchase of a pair of socks.
Do you feel that your conversion rate drops during the summer months but can't put your finger on it? No problem, we are happy to help you find a suitable solution. Just contact us and drop by for a cup of coffee and let's tackle your challenge together!
