Pöllöt.fi Website Traffic Analytics

We were fortunate to receive the website analytics from the owners of the Pöllöt. The website analytics for the presence of the website are shown below.

The website was first published in the beginning of September. During the first month there were plenty of traffic on the website, but has since been declining. The main reason in our opinion for the decreasing amount of visitors is simply the reason that the sunglass season ended in September. During October and November the amount of visitors has remained relatively constant, but we expect a small decline during the winter time. When the sun starts to shine again in the spring the visitor amount is likely to increase drastically. The daily average of visitors was 30 in September and 16 in October and November.

From the figure above you can see the daily amount of visitors. From the figure you can notice three peak days in the amount of visitors. We analyzed the visitor traffic by comparing the Facebook and website posts and found three reasons for the peaks:

1. The website was launched on 3.9.2013 and the first days online were filled with visitors curious to see the recently published website and the new products. Pöllöt had already been public on Facebook and the new link to the website was posted first on their Facebook page.
2. Pöllöt announced a public lottery, where people could win a pair of sunglasses on 12.9. - 13.9.2013. The Pöllöt sunglasses were also introduced at the Kick/Off retail shop.
3. The last peak was formed, when Pöllöt introduced their new sunglass models on 21.11. - 22.11.2013 first on their Facebook page.

People were interested in the website especially during promotional events and during the launch of new products. From these notes it can be deducted that it would be useful to time the promotions and new product launches to coincide with the beginning of on-season to increase word-of-mouth buzz and brand awareness. In our opinion this would maximize the sales during spring and summer, when people are mainly interested in buying a new pair of sunglasses. It could also be beneficial to make the critical announcements with a wider time span to increase the average amount of monthly visits on the website.