“Studies and reports say…” stop reading them and pay more attention to what your users do.
Studies say you send the e-mailings on a Tuesday or Thursday morning. So?
Did you ever check your metrics? Do you have a load of users in Tuesday or Thursday morning? Well, check first and never send the e-mailing because a market report says so.
Watch what’s happening under your roof because extrapolating what a report concludes about the market to everyone who’s landing on your site is a huge mistake.
Tools like Google Analytics, ClickTail, CrazyEgg or Kissmetrics can help us to understand (and move towards) what our users behaviour really is. Do not stop paying attention to what the general reports say. If reports say that there’s a rise on purchases coming from mobile devices, pay attention to that, but in your site’s environment. It’s all about your target and users behaviour. If your users age average is 50-60 years, don’t expect them to purchase through their mobiles. Analise your data, check their behaviour and take decisions based on that
Following the studies, reports and trends, many people decided to make viral, a blog or a Facebook app. Before developing any of this projects, make yourself this question: Do I need this for my business? The question to ask yourself before you spend your money and do an action in or out of your website is not “If the studies say, why not?” but “Why do I do this and what purpose have?