Measuring visitor numbers is the key to analysing shopper behaviour and turning browsers into buyers. All web shops measure visitor numbers; surprisingly, many businesses in the high street neglect to collect this statistic. What do they discover when they make measuring footfall a priority?
The impact of an advertising campaign
- Did visitor numbers increase during the campaign?
- Did sales increase proportionally?
- Were visitor numbers sustained post-campaign?
- Were marketing efforts successful in driving prospects. Without people coming into the store there is no opportunity for sales conversion.
- Set visitor and sales conversion targets against which to measure marketing success.
Optimum opening hours
- Understand visitor numbers by the half-hour (for example) and the day of the week. Do more people shop at one end of the day?
- When you change opening hours, compare results over the entire day. Do new hours bring in new customers, or just spread out existing ones.
- Sales conversion = visits to the till / visitors
- Calculate sales conversion by the hour, half-hour or every 15 minutes to see peaks and troughs.
- Find what proportion of people don’t make a purchase and take steps to convert these into buyers. Would more staff convert more browsers to buyers? Or perhaps improving the store layout would help.
- Do you know how many people leave because the queues were too long? A good people counting system will help you find out.
Efficient staff allocation
- Monitor visitors hourly for optimum staff scheduling – allocate more staff exactly when they are needed. You can’t do this just by sales figures – how many sales were lost because a staff member wasn’t available to close the sale?
Identify long-term business trends
A modest investment in people counting gives great benefits. You will be able to measure:
- Whether your advertising is working
- Your sales conversion rate
- How many staff you need
- How long are your queues
- Your current occupancy
- How long people stand at your displays
- The path people take