Image from: Pizza / Shutterstock
In today’s digital environment, we crave convenience, simplicity, ease of purchase (and pizza, of course). Brands are challenged to provide a convenient experience and ultimately simplify the path to purchase for consumers.
Demonstrating the importance of an easy purchase process, pizza delivery powerhouse Dominos.com saw a large spike in Unique Visitors for the month of June: +14% over May, and +37% YoY (year over year). That increase may stem from a recent social media campaign which has made the Domino’s ordering process nearly effortless. Take a look at the below graph, outlining Unique Visitors and Average Stay on Dominos.com for the past 12 months:
What’s notable is that May and June 2015 not only saw the largest amount of Unique Visitors in the past year, but it also had a significant decrease in Average Stay per visitor (-10% MoM). This very pattern aligns with their campaign goal: to make the “pizza ordering process” as quick and simple as possible. Domino’s launched its campaign towards the end of the May, and appears to have seen an impact shortly thereafter.
The below table shows incoming traffic referrals to Dominos.com and sheds some light on the role that various social networks played in driving traffic to the Domino’s website during the month of May.
From this, we see major month-over-month (MoM) increases from Facebook.com and Twitter.com and the role they played in driving traffic to Dominos.com. In June, Twitter continued to increase dramatically (+62.25%) MoM.
When you launch a creative marketing campaign like Dominos did, you can use Compete PRO to help monitor its effect on your website and even find the best ways to enhance your campaigns.
With Compete PRO, you can analyze how your consumers are interacting with your website. Each of the reports allow you to dig deeper into various behavioral patterns such as:
- Monitoring your competitors’ website traffic
- Knowing your visitor demographic information (gender, age, and household income)
- Incoming and outgoing sites visited before and after a trip to your website
- Search referral insights – both paid and organic
Each of these data points can help you make informed decisions on the best ways to engage consumers, simplify the purchase process, and help determine the best means of investing your marketing dollars. When looking at Dominos.com, there is already an obvious buzz around their recent social media campaign and it has resulted in great site traffic and engagement already.
There are countless ways to capitalize on your digital environment, and customers are ready and waiting for the next innovative approach to streamline their purchase process. It’s up to you to win them over.
Get started with Compete PRO today so you can go get your slice of the pie. See what I did there?
