Typically, over Bank Holiday weekends and other holidays, we see an uplift in traffic to the White Label Dating® platform. As the Easter Bank Holiday approaches, now is a good time to familiarise yourself with all of the holidays dotted throughout the calendar year and prepare to optimise your campaigns accordingly. As the old adage goes ‘failing to prepare is preparing to fail’.
It’s useful to identify important dates so you have plenty of time to plan scheduled marketing activity to turn additional traffic into conversions. New registrations to online dating sites typically increase by up to 20% on an ordinary weekend, so you should aim to take advantage of that too.
Understanding when your site receives the highest levels of traffic, and conversions; whether it’s the weekend, Valentine’s Day or a bank holiday; will allow you to adapt your campaigns in line with the peaks and troughs of visitors. However, the true value lies in understanding the online behaviours of your demographic; learn why they choose to upgrade when they do.
If you’re targeting a younger demographic, a bank holiday may mean that they spend less time online in the day but more time online in the evening on their extra day off. If this is the case, then it’s a good idea to increase your PPC bids or ad network spend in the evening, lowering them during the day to achieve the optimum number of impressions. On the other hand, you may find that there is little uplift over the bank holiday for this demographic; the only way to find out is to test, and then adapt campaigns over the next holiday period accordingly.
If you’re targeting an older demographic, you may see activity spread more evenly throughout the day. If this is the case, consider increasing your advertising spend in line with that. You should aim to optimise all of your campaigns and to increase your spend at the times when you see the most upgrades.
If your site has a blog, publish new posts at times when you know your site receives a higher level of traffic. Engage visitors with a relevant seasonal post that readers will find useful and entertaining. By creating engaging content, you’ll build up a consistent following who are more likely to return to your site, and hopefully register as a member. Remember that in doing this, you’re likely to improve visitor retention rates, traffic generation, keyword proliferation, link building and overall search engine visibility. All of these factors can have a hugely positive impact on the performance of your site.
If you have any questions about any of the topics covered in today’s blog, please get in touch with the Partner team.
Ben Stokes, Partner Manager at White Label Dating®