Today marks the 30th edition of the Weekly KPI Report, and with each passing update, we get more and more interesting (to me, at least) data to sift through.
So if you're not too busy creating your Super Bowl Lists, take take a trip to the Pacific Northwest for this Winner of the Week:
Do206's Year of the RSVP. Screw the sheep (not literally); 2015 is officially the year of the RSVP in Seattle. Do206 had their highest week of site traffic to date by far, beating their previous weekly record by 33%. Far and away, the largest culprit for this increase was their Car2Go RSVP event, which had nearly 3X traffic compared to their homepage during the week.
The fact that this surge in traffic happened exactly a year after Do206's soft launch made me think - how big of an impact did RSVPs play in Seattle's first year?
To gauge this, I took the number of each on-site interactions (Win/Buy/Add/RSVP) and computed the correlation with Do206's amount of site traffic. A correlation of positive 1 would mean that site traffic would increase perfectly in line with the number of clicks on RSVP/Win/etc. A correlation of negative 1 would mean that site traffic would decrease in direct proportion to the number of clicks on RSVP/Win/etc.
The results:
Correlation w/ Traffic RSVP 0.73 BUY 0.56 ADD 0.15 WIN 0.09
You can see that clicks on RSVP has the strongest positive correlation with traffic. Of course, this won't be the same for every market. For example, Do617 just had their highest week of traffic thanks to a viral NKOTB giveaway, so their traffic is much more correlated with giveaways. What this does say though, is that when Seattle ran RSVPs, their traffic was high. Simple as that.
And that's a lesson that applies to old markets and new alike. Just ask Do312, who had their highest week of traffic in 4+ months primarily due to this RSVP.
With all of that in mind, check out the updated Weekly KPI report, and think about ways that you can start increasing the number in that RSVP column.
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