Lunch time and prime time are the best hours for conversions

Conversion rates on direct response interactive marketing campaigns are highest at lunch time and prime time, according to new research from Atlas, an operating unit of aQuantive Inc.

Atlas found that 12 p.m. EDT had a conversion rate 35% higher than the overall average and that the evening hours also had a higher than average rate. “The results of this study indicate that web users save their purchases and other activities for the lunch hour, after dinner and before going to bed,” said Young-Bean Song, director of analytics.

The study also found that the early morning hours had the lowest conversion rate. However, because the hours account for 10% of the overall conversion volume, advertisers should be wary of cutting marketing during those hours, Atlas said.

Atlas based its study on three months of data from six advertisers across a range of different industries, including retailers.