When planning an online marketing company a good thing to know is what do users mainly look for on the site – product or information. What are the distinguishing behavioral features of 2 types of users (buyers and information seekers)? How can their decision be influenced?
A user behavior research performed by De Vos & Jansen Market Research and Checkit explores the manner of performing a search, the reasons that make a user click the result as well as the difference between of ways of searching.
What main reasons motivate people to click on a search result:
1. The familiarity with and reliability of the website or organization. Keywords which refer to a brand are therefore very important2. A high position in the search results also creates trust and suggests to the respondents that the information is recent
3. A third important reason for clicking is the presence of the keyword in the search results
4. Consumers are also looking for certain website services such as the opportunity to read user experiences or to compare different products
5. (Indirect) price information is important: especially keywords which refer to “low costs”
6. The announcement that there is a large variety of products can also be a reason for respondents to click on the search result
7. Finally, consumers seem to avoid results with aggressive advertising
Now it’s time to determine why did a user click the result – is he going to buy anything or looking for information? The summarized signs of user behavior that could help distinguish his goals are the following:
- Buyers view more search results (10) and take more time to view the results (11,4 seconds).
- Information searchers view less search results (8) and spend less time on a result (9,4 seconds).
- Buyers pay more attention to brand names relative to information seekers.
Only 50 searchers were tested and they were between the age of 17 and 24. But this information seems to be very helpful.
To determine the transaction potential of your site or to find out what are thekeywords that are more likely to convert you could want to use Microsoft Detecting Online Commercial Intention Tool. While it doesn’t give the exact estimations of conversion rates for URLs/queries its estimations can serve a criteria for choosing most effective keywords for you SEO or PPC campaign. The tool reflects “your customers’ intention to purchase products or acquire information”:
The Online Commercial Intent (OCI) demo calculates commercial intent on a scale of 0 to 1. Any site whose core is greater than 0.5 is considered to have commercial intent.
One Response to “Is Your User Willing to Buy or Just Looking for Information?”
Leave a Reply
You must be logged in to post a comment.
December 23rd, 2007 at 5:51 am
Bonus ringtones are included with any new subscription service (excluding text service subscriptions) and currently available only to Alltel, AT&T, Sprint, SunCom, T-Mobile, and Verizon Wireless* customers.
composer ringtones fo free composer ringtones fo free http://getk2.com/forum/member.php?u=18666 - composer ringtones fo free