Much excitement in mirrormirror land over the last couple of days, as the worldwide exposure gained by Petite Anglaise (check out her press page now), and thus for mirrormirror’s clumsy blogad, has resulted in traffic to the mirrormirror site going through the roof.
Visitor-wise yesterday was our best day ever, yes, even better than the 14th December last year, when we were mentioned by the Times as one of the best places to shop online, and it’s looking like today will be equally as good.
The interesting thing though is that, to date, the Petite Anglaise-related traffic has not generated a single additional order. Yep, that’s right – nothing, zip, zilch, nada. Probably because many of these visitors will be from overseas and/or incandescent with indignation and hence not in the mood to buy fancy embroidered cushions from an online store in the UK.
Now don’t get me wrong, I’m not complaining, as I’m sure this sort of exposure can only be good for the business and it will be interesting to see whether it bears fruit in future months.
However, it has been useful to observe how little impact on the bottom line traffic which does not derive from our target demographic is having . The message both for bloggers trying to monetize their blogs and people advertising on blogs is that while traffic is important, you should focus squarely on the number of conversions in order to get a real picture of how well that ad is doing.
And yes, it does help that I’m married to someone in the web analytics industry who can provide me with the software tools to measure such things.