Week-parting shows your conversion rate on a day of the week basis. It can show dramatic fluctuations or insignificant changes in conversions. It can determine if you’ll receive a positive return.
Here’s an example I’ve done for a client:
In this example, this was a financial leads campaign. The data is significant with over a 99% confidence – averaged over a period of 10 months. The strongest fluctuation was from Saturday to Sunday.
For this client, if we decided to do a large media buy campaign, Sunday would be the best to try. This would slightly improve our odds of success.
What influences changes in week-parting?
It varies on a case-by-case basis. In this example, most likely, people have most of their financial concerns on Sunday – perhaps after they spent much of their salary on Saturday. Overall, I’ve noticed the following to have an effect on week-parting:
- A consumer’s time. People are usually less likely to buy personal items while at work or busy. You need to find out when your target customer has his/her free time.
- Routinely concerns. We all follow some type of routine. Certain times of the week, we’re most likely to perform a certain action.
If you have no idea of which day will perform the best, it’s best to try all days of the week and let your analytics program track week-parting for you. After several weeks, you’ll have enough data to optimize.