The success of an online business largely depends upon the ability of the organization to understand the physiology of their potential customers. Considering the huge power shift in the digital industry, now the customers have access to thousands of websites online to choose from where and how to buy the product or a service via internet.
For running a successful online campaign, paid or organic you need to understand the customer’s physiology and the purchase lifecycle.
The online marketing industry is huge and there are hundreds of ways to understand the consumer physiology. One such model is consumer intent model that describes the basic mechanism of how people search in the internet!! In other words, with the consumer intent model, you can predict the potential buying percentage of the searcher from its search phrase.
Consumer Intent Model
As per the search behavior any search engine user can be divided in to three main categories such as SEARCHERS, SHOPPERS and BUYERS.
The below provides examples of different keyword types in the Consumer Intent Model.
The people under this category are in information-gathering mode. In general the search phrase used here are too generic and broad in nature. So the people searching with these terms are more likely to find information rather buying anything. For the sites ranking for these types of keywords may get lots of traffic but the conversion rate is too low. The searchers are more likely in a research mode and looking for information rather than purchasing a product.
Though the ROI for such type of campaigns is less but may lead to sales. The best way to take advantage for these search phrases is to provide educational and informational content to the visitors and capture their emails or phone numbers for further marketing efforts.
In comparison to the searchers, shoppers are close to purchase judgment and mainly in a comparison mode. There is a more chance you can sell a product to a shopper than a browser. The people under this category use search terms like “best”. “cheap”, “top” etc. And the terms may content 2-to-3 words and can provide you both descent traffic and conversion too.
To get the best form these types of traffic you need to be descriptive about your product and services. A side by side comparison with your competitor products/services will help you motivate the visitors to purchase from you. Also you can use testimonials/reviews from real people to help the shoppers make a purchase decision. There is a greater chance to convert a shopper to buyer with providing proper and descriptive information to them.
In comparison to the above 2 categories described, buyers are always prepared to buy. So they often search for specific products and they spend less time in searching actually.
The search phrases for the buyers category largely content four or more words that refer to very specific products or service. This is because they actually want to find the exact product quickly.
They are done with the logical part of the purchase cycle and just need a little emotional push to buy it from you. Any effective campaign that will tempt them is to use emotional quotes like “low price” , “24*7 service”, “ best quality”, “money back guaranty” etc.
In the coming days, digital advertisement will not only rely on content or social behaviour but the mindset of the people search in the internet. The advertisers will need to create engaging consumer experience and implement that in the real time and when implemented correctly, it can dramatically increase the conversion for any online business.