Footfall traffic and conversions. Footfall traffic is one of the most important factors for brick-and-mortar businesses. The number of people who you are able to draw in has a direct relationship to your footfall conversions. So, as you have likely guessed, knowing how to calculate the formula for your footfall conversion and knowing what drives footfall traffic are both keys to ensuring the health of your business’ revenues. This article will explain some ways of capturing footfall traffic, driving forces behind footfall and how footfall is measured or analysed.
Steps to capturing footfall traffic
Each day your business opens its doors, people will enter and circulate throughout your store; these statistics are your footfall figures. Of those people, a certain number will purchase something from your store. These purchases are footfall conversions to sales. In order to know your conversion rate, also known as your footfall to sales ratio, you must first know your footfall figures.
Footfall figures can be captured through footfall systems; at the most basic level, the two primary methods of capturing this footfall data are software and cameras. Footfall software can provide footfall analytics as well as footfall data solutions. Footfall reports can help retailers understand where their foot traffic patterns fall in relation to competitors at various times of day, week and year. Footfall can also be counted using beam break technology, where an infrared beam is installed across the main front door and captures footfall. Footfall counters work using sensors that are accurate even in high traffic areas.
Driving forces behind your foot traffic
Now that you understand how to capture footfall traffic through footfall systems such as people counters, it is also important to assess the relationship between footfall and marketing. Using people counters tells you how much traffic is coming into your business on a given day. From a marketing perspective, this is very important information that can help you learn what drives footfall. An increase in footfall traffic, and footfall to sales ratio can be achieved through a combination of successful marketing campaigns and attractive merchandising.
Footfall and marketing
By now, you understand how important traffic is in terms of understanding consumer behaviour, accurately tracking your foot traffic to conversions ratio and analysing the success of your marketing campaigns. Hopefully, you also appreciate the importance of using a footfall system, such as people counting software and cameras, to get accurate foot traffic data.