Spikes & Dips pt 4: Rise and Fall of Website Traffic

On the way back from a dealer meeting, I had a very insightful conversation with our Digital Director at Strong, Gayle Rogers. In reviewing Internet numbers for several dealers, Gayle noted we are seeing numbers higher on SEM and SEO than we have ever viewed before.  In the tracking process Tuesday, Wednesday and Thursday experienced the highest visitor frequency.  It was exciting to hear the goal set for overall traffic was now in the rear view mirror and we were reaching traffic numbers we never knew existed. In short – our client’s Internet traffic is spiking.

Gayle prefaced his next observation by noting Newton’s Laws of Energy:  for every action there is an equal and opposite reaction.  Even though Internet activity grows significantly when the market is hot, you will not have the same visitor intensity 24/7/365.  In other words, a gang-buster Internet month could be followed by a 10-15% dip in the next month.

My next question was obviously, “How do you avoid this?”  Gayle’s answer validated what you would imagine, that even with a tool like the Internet, it is critical to have a complete plan to utilize its effectiveness.  You cannot rely on spikes coming from any one campaign element alone. Instead, you need a complete presentation including written and video content and social media presence.

It is assured your site is going to see more traffic in the next 12 months, and for that reason you must be relentless in preparing for their first visit and subsequent revisits.  Newton had 3 Laws of Motion and this is my favorite:  an object at rest will stay at rest unless something gives it a shove.   If you don’t have an Internet plan, get one; if you do, work it daily because even when the showroom doors are locked your store is wide open for shopping.

This is part 4 in an ongoing series.  

About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as an account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40.” In 2018, Strong was named CEO of the Year by the BBJ. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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