Direct Traffic represents a user base who are more likely to convert. Direct traffic consists of people who directly type the URL or come through bookmarks. These people who know the URL understand your brand, service or product & hence they have either bookmarked or remember your URL. Direct Traffic usually comes 2nd after the search traffic or sometimes first. Special attention should be paid to these visitors as they already have information about your brand & hence more easy to convert. If the Home page URl is used in any campaigns then it should be tagged properly to differentiate from the direct traffic.