The term “Traffic Temperature” is prevalent in online marketing. The word is propelled by the popularity of advertisements published on Facebook and other similar channels. In the online marketing world, the concept is critical as it is one of the primary reasons why many advertisers fail to target the right audience.
When we talk about Traffic Temperature online, we are generally referring to three different kinds of PPC traffic. Cold traffic, warm traffic, and hot traffic. Traffic temperature helps define the type of attention your website is receiving with your segmented audience, starting with how they discover your website.
- Cold Traffic: It refers to the percentage of audience members who are not aware of your business’s product or service. They don’t know what problems your business will be solving, meaning a persuasive message and clear business case needs to be made available for them.
- Warm Traffic: These users are aware of your business or have had some contact with your business. They heard about your business either on social media, word of mouth, or by other means. Since you have already captured their attention, you need to concentrate on converting them into consumers or encouraging them to buy.
- Hot Traffic: This traffic refers to the people who have already shown intent by browsing your pages or purchasing your product or service. You don’t need to tell them about your offerings; you need to remind them of the solutions you offer.
How Does User Intent Affect Traffic Temperature?
When your business is present online, you want to let your prospects know about what you are offering as well as the solutions that your product or service provides. Visitor intent refers to the purpose a visitor has when visiting your website. By analyzing visitor intent, you can understand the mindset of your visitors and create the right copy to convert them.
When analyzing your website visitor’s intent, it is important to understand the search terms or the keywords they are using to land on your website. This way, you can easily convert cold traffic into warm traffic. By optimizing your website with the keywords used by your potential visitors, and you can tell people more about your products or services.
When your cold traffic gets to know about your business’s solutions, they get converted into warm traffic. At this point, you can further target them through various means to move them down the funnel and convert them into hot traffic. At this point, you can leverage pay-per-click ads or social media ads to retarget these potential consumers and nurture them to convert into paying customers. Hence, visitor intent plays a critical role in affecting the traffic temperature of your business.
“Polar Bear” Traffic
Polar bear traffic refers to the users who are unique to your website. It means they found out about your business, product, or service and landed on your website for the first time. You have had no connection with them in the past, so the information framed for them should be unique.
As they just randomly came across your business while searching for something, there’s a chance they are not looking for something your business offers. Converting your polar bear traffic into consumers can take a lot of hard work. However, being equipped with the right strategies, you can easily get the ball in your court.
“A Day In The Sun” Traffic
This traffic refers to a group of warm visitors who are already familiar with your business and enjoy interacting with your business. They have shown interest in your business but are not yet prepared to buy from you. You want to build a relationship with them and show them that your business has what they are looking for.
Warm traffic needs to be analyzed on your website by paying attention to their preferences, likes, dislikes, etc. You can furthermore target them using PPC ads to boost the traffic temperature and increase conversions.
Hellfire means extremely hot. This traffic is the audience that has interacted with your business in one way or another. They can be happy customers or an individual who showcases an interest in buying your product or service. You will need an extra perk to convert your leads into customers. Hellfire traffic is the kind of traffic that has a lot of interest in your business, and you will need little persuasion to convert them into customers.
The Bottom Line
Now that you have a basic understanding of the different traffic temperatures present in online marketing, you need to build strategies to convert cold traffic into warm traffic. Marketing in the online world is everything about how you present your content to your target audience. To reap the benefits, you need to create content that influences the traffic’s temperature and pushes them down the funnel. With the help of several techniques available, you can ensure not only a good amount of traffic but the relevant, converting traffic your business wants.