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Time of Day Affects Click-Through Rates

Recent studies have shown that click-through rates are considerably affected by what time of the day it is. Experimenters broke down the typical day into six different time divisions of four-hour spans. Conversion rates were recorded and studied to determine the differences achieved at these varied times.

So what did the results show? Sites selling records seemed to have the highest click-through rates between the hours of 4pm and 7:59pm. Their lowest rates were found to be during the hours of 12am and 3:59am. Sites dedicated to home garden items had the best click-through rates during 4am and 7:59am and the worst click-through rates during 4pm and 7:59pm. During the hours of 12pm and 3:59pm, media news sites had their highest click-through rates. In contrast, their lowest click-through rates were achieved during the hours of 12am and 3:59am. Finally, herbal medical sites were also looked at and analyzed. Their best click-through rates were made during the hours of 4am and 7:59am, while their worst click-through rates were at 8pm to 11:59pm.

Looking back at the differences in time and rates, experimenters concluded that the time of day was certainly an important factor to look at when deciding what hours an advertisement should be displayed. In addition, there are two more factors that companies may want to think about. One is that the amount of traffic may be very high at night while the conversion rate may be significantly higher during the day. Two is that while Google adjusts costs according to your rate and the time of day, your company's click-through rate may affect your average cost per click.

Dynamic Digital Advertising, Philadelphia's premier web design and development company, offers several pay-per-click programs that are sure to optimize your website marketing. To find out more, be sure to go to the Website Improvement section.

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