Why People Visit Websites
By Thomas Young, CEO Intuitive Websites, LLC
It is very important to understand why people visit Websites before you can maximize Web marketing results. Developing a Website that clearly relates to visitor intentions will help drive more qualified traffic and increased conversions.
The Web as A Research Tool
The biggest use of the Internet is research. People go to the Internet to get information. This is important because your Website should be a research resource. Include a resources section on your site and write content that helps people get answers. By doing this, Website researchers can easily become customers.
Many Website visitors are comparing a variety of services and products on the Web. You can bet your Website is being compared to others in your marketplace. Users will not only be comparing you to others, they will also be judging your brand and looking for the Website to build trust and confidence in your offering. The content, photos, design elements and graphics on your site must make a case that explains why you are better and different from competitors.
Ready to Buy
Websites often forget this very important fact; many people are ready to buy and contact you to get started. They have done their homework or were referred to your company and the decision has been made to move forward. The Website must reinforce this decision and also make it very easy to purchase or contact your sales team.
Websites must cater to impulse buyers. Website visitors may begin by researching or comparison shopping. However, when the impulse to contact or buy happens, the site needs to have very easy to find purchase, contact and other conversion points. Our user testing work has clearly shown that a high percentage of Web browsers are impulse buyers and can move quickly to action if the Website makes it easy to convert into a customer or sales lead. This is true even for higher priced products and services and more complex sales.
Business and Consumer
There are few differences between the business and consumer Website visitor. The fundamentals apply to both groups and if your Website meets their needs, both consumer and business focused Websites will generate conversions.
Students, Competitors and Salespeople
Many people visiting your Website have no intention of buying. That is the price that comes with being on the Web. The upside gain in referrals, leads and sales will far out weigh the downside of unqualified Website traffic. Do not focus too much effort on or base major Web marketing decisions on the behavior of poorly qualified visitors. These visitors can be identified in your stats.
Knowledge and Service
Does your Website help visitors accomplish their goals? The resources and content on your Website will meet the needs of all users if it focuses on helping them do their job better and/or enhances the quality of their lives. These are the two most important reasons people use the convenience of the Internet to meet their needs and to visit your Website.
When thinking about your Website marketing strategy start by clearly understanding the reasons Web visitors come to your site and design your Website to meet those needs.