It’s incredible how many business owners pay tens of thousands of dollars for an aesthetically pleasing website, only to be left scratching their heads wondering,
“Why am I not getting any new customers?”
As the owner of your company, your new website has a tremendous amount of attractive images, contains brief elements of onsite optimization and even has a few call-to-actions.
However, the fact of the matter is that while you can build the world’s most attractive, interactive website, if you don’t build it with the complete understanding of your target audience’s online demands and behavior, then the site will most likely never perform to your expectations.
A great design that’s complimented with basic SEO elements is not enough for significantly increasing online conversions.
You need to understand exactly who your audience is and what motivates them to search for your services, offerings and industry in order to provide specific forms of content that influence conversion.
So before you go ahead and invest a tremendous amount of time and money in building a new website, make sure that you understand the objective of your site and how it relates to your customer’s intentions.
Consumer Behavior: Three Reasons Why People Search Online
One thing that’s really cool about working with experienced digital marketing agencies and Organic Search Managers is that there are a tremendous amount of applications that identify specific consumer behavior.
In the world of SEO, experienced search strategists understand that there are three basic motivations behind online search.
These categories are conveniently identified as, “DO, KNOW, GO.”
DO – People who are typically looking for something to purchase: This is a group of people who search for specific products and are more likely to use keywords based on their needs, such as “antique furniture for sale,” “antique shop near me” or “where can I buy antique furniture?”
This group is motivated based on affordability and personal convenience; meaning that they will skip over a recognized brand that may offer a better product if their competitor offers the same thing at a lower price.
KNOW – Those who are looking for information: This group includes people who search for information and are not quite ready to buy anything from a site. These people are more likely to type long tail keywords in search engines like “how to paint a kitchen cabinet.”
GO – People who know what they want and where to get it: This includes everyone who searches for a specific brand they want to go to. Instead of searching for “furniture for sale,” they search for “IKEA furniture.”
If they are searching for “cargo pants” and are loyal to Old Navy, then that’s exactly where they’re going regardless of whether JC Penny’s offers the same product at a lower cost.
By understanding what motivates your audience’s online behavior, you can then effectively invest your time and resources so that you are only creating content that aligns with their demands and solicits the highest levels of engagement and conversion.
How To Align With Consumer Intentions and Maximize Conversions
The main objective of your website should be to align with your target audience’s expectations and demands in order to reduce bounce rate and increase the amount of time they spend interacting with your company. By creating content that aligns with their demands, you are able to get them to interact with your site longer and thus, support the conversion process to a much higher degree.
If you are looking to increase online leads or sales, take these tips into consideration:
-
Install A Breadcrumb URL Structure
Create a clear navigation system that will connect primary categories with the sub-category topics in order to drive visitors to the landing pages without having to go through some extra clicks.
Breadcrumb structure will create a clear navigation system that visitors can easily find what they are looking for and encourage conversions. Example of a breadcrumb structure: http://www.chiropractormiami/treatment/whiplash/neck-pain-treatment
-
Create An Intelligtent HTML Sitemap
Sometimes people use HTML sitemaps to quickly get to the pages they are looking for instead browsing through the navigation bar especially when dealing with big sites.
Visitors are more likely to make a purchase or visit your client’s business when they find what they are looking for quickly.
-
Reduce Your Site’s PageSpeed
Most Internet users are not patient enough to wait more than ten seconds for a page to load. Limit the use of big images to your site and unnecessary JavaScript in order to improve page speed.
Google’s PageSpeed Insight is a good tool when it comes to knowing page speed of your site and recommendations as to what you should do to improve the site speed.
-
Create In-depth, Intelligent Content
Create content around keywords that people are searching for when they visit the site.
This may sound obvious, but you would be surprised at how many websites have less than 200 words on each landing page. Find out what people are saying about your brand and services to understand what terms and information you need to include.
Webmaster Tools’ search query is a good starting point when looking for keywords that potential customers are searching with. These keywords will help you make any necessary adjustments to your content in order to improve conversions.
Another thing is to create content around different types of information. For example, if your client is selling flowers, create content based on different types of flowers available in the store and services provided. Then create a blog post to satisfy people who are looking for information and using long-tail keywords like “how to take care of the flowers” or “how to pick flowers for occasions or events”. With quality content, your site will satisfy both consumer demands; those who want to buy flowers and those who are looking for information.
It is easy to convert a person that is initially looking for information about a certain topic or product into a potential client. Just remember to create intelligent internal links that direct users from your blog post to your service page when appropriate.
-
Consider the Website’s Goals
The most important question to ask yourself is what do you want out of your website? Do you want people to call, visit your business location or purchase a product? Once this is clear, you can then begin to build out specific forms of content that again, align with your audience’s expectations and demands.
Phone Call: If you want potential customers to call, make sure that your phone numbers is located above the fold so that it can easily be seen.
Purchase: Most visitors are not patient enough to go through series of questions before making a purchase. Simplify the checkout process to improve customer interaction and conversion rate.
In-person Visit: Make sure your address is up to date and easily accessible to users.
You should consider creating a Google+ Business Page in order to increase your company’s online real estate in search listings, as well as to provide a detailed map so users can locate your business.
Conclusion
Even by using all these marketing strategies, it all comes down to who you are and the type of quality service you offer.
Once people receive great service, they are more likely to go back, bring someone else or write a good review about your brand, which will also draw interest to your site.
By: Naima
The comments are closed.
No reviews yet