Understand Buyer Intent to Improve Conversions
People arrive at a website with a specific intent. This could be to learn more about a problem or a product. Some come ready to take action and buy.
Start by answering the question, “Why are they coming?” What problem are they trying to solve? People do not come to learn about your company or even your products. They come to learn how to solve their specific problem. What you have is the answer to their problem.
Think about your website from their point of view. Once you understand their questions then you need to answer and address their needs. Just provide the answers they are searching for.
Different keyword phrases will indicate different levels of buyer intent. Use keywords to get insight into buying behavior. Understand how people think about your products. Learn what questions people are considering as they are preparing to buy.
You want to identify buyer keywords. These are phrases that show intent to take action. These are different than information seeking phrases. Simply focusing on attracting visitors that are motivated buyers will improve your website’s conversion rate.
These are phrases that are more specific and show intent to take action. These are different than information seeking phrases. Buyer phrases have more words, are more specific such as make and model and will frequently include city or other local terms.
Buyer intent is an important part of conversion rate optimization. Create your website and its content with your best buyer in mind.