Let’s Talk about User Intent, Your Portal and Bounce Rates
You may have heard of User Intent, which is a buzzword in SEO.
It states the reason why your user is searching for something.
Did you know that Google processes more than 40,000 search queries every second? This translates to over 3.5 billion searches a day and over 1.2 trillion searches a year! (Smartinsights)
When we talk about that many searches, we need to take into account a corresponding number of intentions why people search. User Intent can be defined as the goal someone has in mind while searching for something on the internet. And when there is relevant content available on the net, search engines display the best matches to the keywords used by users and the intent behind the use of those words.
But user intent goes beyond the keywords – which are just words, at the end of the day. The intent behind a user using those words is what is important.
Since everything a business needs to do is customer-centric, it is good to remember that user intent is not something that is restricted only to Google searches and SEO but is something that is very relevant to your portal.
This is because different users have different intents when they visit your portal.
Intent may differ based on how someone even enters your portal.
Are they directly typing your website URL?
Are they coming from a search engine?
Are they coming from any of your social pages?
Are they coming to a specific page directly from bookmarks?
Just as each person’s intent is different, the way you should address each intent needs to be different as well.
Intent also depends on which stage of the purchase journey the audience is.
Your audience requires different kinds of information across different stages of their purchase journeys.
You may have all that information with you.
But do you give the information to your audience when it actually needs it?
Most likely NOT.
Take a look at these statistics –
And according to gorocketfuel, bounce rates get steeper with mobiles and tablets.
Despite these stats stating otherwise, I know many of you may not really accept it!
So why do you think your audience researches your products and services outside your portal?
Yes – there are some things that cannot be displayed in your portal.
For example, you cannot have a comparison report on how your products are better than your competitors.
But, other than that, there are so many obvious things that ought to be there in your portal but are either missing or buried deep.
That’s is exactly why your audience is doing some research about you outside your portal.
Think of the number of your potential customers who are searching for specific information outside of your portal, see negative comments about you or your products, and end up aborting their purchase journeys.
According to ReputationX, 86% of customers hesitate to buy from companies with negative reviews. A single negative review can drive away 22% of customers and three negative reviews can drive away a whopping 59%.
Not many businesses bother about this loss of opportunity.
The sad part is that many are not even aware of this.
There are three types of intents that a user might have –
Informational Intent – this is where a user is looking for some information. Maybe a solution to a problem. He is in an information-gathering phase.
Navigational Intent – where the user wants to go to a certain web page or website.
Transactional Intent – is where the user wants to perform a certain transaction. He wants to buy something, maybe. Or perform some online activity.
Regardless of the reason or the intent, the baseline is that every person comes to a portal or your business’s website with a particular intention. He may be looking for a particular web page on your portal. He might be looking for a certain bit of information – a solution to a problem that he has if you will. Or maybe he wants to buy something. Or cancel a subscription!
And it is a successful business that can meet those expectations of a user. Here Is what you need to do. For each of your products and services, make a comprehensive list of your audience’s expectations from your portal and classify them into the following:
- Know intents – such as know more about features, terms, specifications, etc.
- Go intents – such as quote generation, wish list addition, comparison, calculator usage, etc.
- Buy intents – such as shopping cart addition, proceed to checkout, make payment, etc.
- Do intents – such as finding how-to guides, ask for help, etc
Now, create customer journeys and plot these intents. Remember except for buy intent, all other intent may be applicable in any stage of the buying process. Develop content to address each intent and A/B test them. And then use feedback to identify missing intents and keep adding them
Knowing user intent and meeting them, can be tricky. Tell us how you are handling it. You can write to us at firstname.lastname@example.org.
Creating a strong digital presence for your brand is possible when you are able to meet the various user intents of customers who visit your website.
Ensuring security and the absolute privacy of customer data is an essential part of managing a brand’s digital presence. Watch this space for more on that.