When it comes to blogging, eCommerce, affiliate marketing and internet marketing in all its forms, the key to getting more conversions is to give your visitors exactly what they want. And to know what they want, you have to understand their intentions.
- Why are these people on your website?
- What are they looking for?
- What is their intention?
- Do they want to buy something today?
- Are they just looking for information?
- Are they just killing time on their lunch break?
If you want to increase your conversion rate, you have to create content and clear calls to action (CTAs) that are aligned with your visitors’ intent. And one of the best ways to do that is to focus on keywords – both the search terms that the users typed into Google to find your website and the keywords that you craft your content around, whether that’s on your blog or in your ads.
How the Buyer’s Journey/Funnel Helps
The buyer’s journey is a great model for identifying how close or far a reader on your website is from making a purchase. Properly recognizing where in the sales funnel your visitor is can help you to understand their intent and give them the information and guidance they need to either make an informed purchase or to move closer down the funnel toward making a purchase later on.
If you fail to understand where the reader is on their own buyer’s journey and push too aggressively – or too lightly – you could lose not only a sale but a lifetime customer. So it’s good to give this some thought.
Push for the Sale or Just Give Informational Content?
Your visitors will leave clues as to their intentions. If they clicked a CTA that reads “Buy now” on one of your social media ads or PPC ads, then they are likely much closer to buying. Give them clear pricing, discounts and buy buttons.
If they came from a Google search using keywords with more limited buyer intent, such as, “best 7 (products) under $300”, “how to use (product)” or “real (product) reviews”, then they might still be doing research and just want detailed information to help them narrow down their choices. Blog content, customer reviews and in-depth product descriptions that highlight features and benefits might do well here.
So go ahead and have a “Buy now” button available, but also give them plenty of info about the products to help them find which ones might best meet their needs. You might even offer a lead magnet like a free ebook or free report targeted to their particular interest in order to bring them onto your email list. That way you can bring them further along in the funnel and prep them for a future purchase.
Getting more conversions on your website is a lot easier when you focus on intent.
Knowing the difference between a searcher who is looking for in-depth content and a shopper who is ready to pull out a credit card enables you to meet your visitors’ needs and move them along the sales funnel. So pay attention to those keywords and guide your readers to the landing pages and info they want.