Understanding The Temperature Of Your Traffic – Cold, Warm, Hot

by | Apr 17, 2019 | Customer Growth

When planning an online marketing and communication strategy, it’s important to take into consideration the temperature of each targeted individual and business.

You can think of the temperature of a prospect, lead, and customer as how aware they are with your company and brand. Do they know who you are and what you do? Have they ever bought from you in the past? If they have bought from you in the past, when was the last time they made a purchase?

These are all important questions that will help determine the temperature of your website traffic.

The term “traffic” is used to describe anybody who visits your website—regardless of whether they’re a prospect, lead, or customer. Let’s take a look at the three temperatures used to describe traffic.

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Cold Traffic

Cold traffic includes people who aren’t aware of your business or what you have to offer. These are generally suspects or prospects.

They are the most expensive group to try and convert into customers. When you target cold traffic, you often need to keep your message brief. Remember, they’re not ready to buy yet, so don’t bombard them with paragraphs of in-depth product details upfront.

Let them decide when they’re ready to access and view more detailed product or service info.  

Warm Traffic

Warm traffic includes people who are aware of your business or what you have to offer, but they haven’t bought from you yet. These are generally leads.

This group is emotionally ready to buy, and they’re now looking for more information to use logic to justify their emotions.

Prior customers who haven’t bought from you in a while also fall into this group. 

Hot Traffic

Hot traffic largely includes your existing customers who already know, like, and trust you. It usually doesn’t even matter what your message says, this group is going to buy from you.

You’ll find that this is the most cost-effective group to sell to.

Ryan has been heavily involved in the world of Information Technology and entrepreneurship since the early 2000s. From small business consulting to Fortune 500 IT leadership, Ryan has a wide array of industry knowledge. He earned his BBA from the University of Iowa in 2004 majoring in Management Information Systems and later earned his MBA from the University of Iowa in 2009 with a focus on Management and Marketing. When he's not spending time with his wife and three young children, you'll find Ryan pounding away at his keyboard, spinning on his Peloton, or listening to a good audiobook or podcast.

Connect with Ryan on Twitter or Instagram.

Ryan Glick

Co-Founder, Pixelayn Innovations

Ryan has been heavily involved in the world of Information Technology and entrepreneurship since the early 2000s. From small business consulting to Fortune 500 IT leadership, Ryan has a wide array of industry knowledge. He earned his BBA from the University of Iowa in 2004 majoring in Management Information Systems and later earned his MBA from the University of Iowa in 2009 with a focus on Management and Marketing. When he's not spending time with his wife and three young children, you'll find Ryan pounding away at his keyboard, spinning on his Peloton, or listening to a good audiobook or podcast.

Connect with Ryan on Twitter or Instagram.

Ryan Glick

Co-Founder, Pixelayn Innovations