Are You Paying Enough Attention To Environmental Change…?

The entire spectrum of Lowedown readers has everyone from experienced, multi-millionaire marketers right around to those who only got the idea about making money online last week … but regardless of your level of ability and experience, you could easily be forgiven for reading the title of this edition with a slightly raised eyebrow…

After all, I am known for owning a series of vast ‘gas guzzling’ supercharged cars and from there it doesn’t take a huge leap of faith to imagine that I would leave all the worrying about things like where Polar Bears are going to live to those you might have heard me refer to previously as the ‘knitted yoghurt’ brigade.

However, in the online world, an environmental change is something entirely external to anything on your website, which significantly alters the focus or amount of free flowing traffic  …  and these can be very important indeed, even when you only get, (just like I used to) around a hundred sales every week…

You see, back when I advertised in the Sunday newspapers, I mostly used the same ad in the same papers almost every week which should have meant I nearly always got the same results, but in practice this was never the case … so what I used to do was examine all of the events around when each and every sale or enquiry that came in, the number of visits to the website and how they all fluctuated…

After a short while, due to this obsession with examining the exact minutiae of every order, I could tell from the pattern of the very first sales, not only how many I would sell from that particular batch of adverts … but also when they would be coming in…

For instance if it was a particularly sunny Sunday (especially the first one of the year) I knew I would get orders … but not until the evening when people were coming back home from their days out. Of course, those without that knowledge would spend their first sunny Sunday morning looking at an order screen emptier than a hermit’s diary and wondering what on earth they had done wrong…

The same is also true of school holidays as well as bank holidays and even the least observant among us could probably guess that Christmas is not exactly the high point for a lot of online niches.

However, if Sunday was one of the many varying grades of grey and damp that we enjoy in this country, the orders would come flying in almost straight away, as would the requests for more information, and the eventual sales would always be much higher.

On days like this, if it wasn’t for the lure of ‘She Who Must’s…’ particularly fine roast potatoes heaped high on my Sunday Lunch … I probably wouldn’t have left the ‘office’ at all (you can probably guess at the ‘approved’ portion size, the creation of which sometimes entailed the use of multiple roasting dishes and a second oven 😉

Unless your online endeavours are concentrated to just one country of course, there are other factors that will trigger an environmental change. Global media events, such as the Royal Wedding, or the passing of Michael Jackson would mean a lot of your usual visitors would be otherwise occupied. This would also be true for major sporting events like the Superbowl, World Cup final and the Olympics.

If you don’t take factors like this into account, and things don’t exactly go to plan, you’ll know that it didn’t work … you just won’t know why, and as a result, you may be reluctant to try again…

However, if you examine how various environmental factors affect your sales … for instance is there usually an upturn in sales around the end of the month when a lot of us get paid (often true for an online business that sells physical goods like books or video games), or did you get a lot of extra subscribers to your ‘Make Money From Home’ newsletter the day after some disastrous piece of news about the economy?

Armed with this knowledge, not only can you avoid needless stress and panic when one of these things affects your business negatively, you could also prepare yourself to take full advantage when you suspect a repeat of something that affected your business positively…

Until Next Time,

Tim Lowe
Publisher, Tim’s Business Lowe Down

Tim Lowe