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How We Increased Conversions via User Intention Analysis
This post is based on user intention analysis & the actions that helped increase conversions. As a follow up to my first post on how to increase conversion rates on websites, I’d like to present another way that we helped one of our clients increase their conversions. Our client (like many) came to us after another SEO agency failed to give them the “wow” factor
In this case, the “wow” factor was user intention analysis and acting on the data.
While they did a decent job at increasing traffic, they did a poor job at helping this business owner increase his leads. This client knew he had traffic, however, he knew that there had to be a way to squeeze more leads out of this traffic.
Some advice. Put yourself in the clients shoes. Ask yourself the following: “Why do I want traffic?”, “What type of traffic am I targeting?”, “What is the intent of the query?”, & “What is the likelihood of the query providing a desired action?”.
Understanding user intent analysis & how it relates to the overall goals of the campaign is one factor that can truly set you apart from the competition. SEO 101? Perhaps. Would you send the query “the history of life insurance” to a page that only provided life insurance quotes? Exactly. Didn’t think so. Let’s see how it all unravels.
Can User Intent Analysis = An Increase of Website Conversions?
Before we came long along, a large group of mixed intent keywords were all being shoved to one page. Yuck. In this case study, we sent keywords to new pages that were created solely for specific keywords based on the user intent. We included those of which indicated the strong possibility of a user taking action, to a specific page crafted with that intent in mind. Clearly a user intention analysis & logic fail on the old SEO company behalf. Shame on you!
[rant alert] I have seen first hand, this is what happens when clients unknowingly choose a SEO firm that has an “Entry Level Project Manager” with extremely limited fundamental internet marketing knowledge assigned to manage their account. In addition to 80 other clients. How much user intention analysis do you think that guy is doing? None is the answer. [/rant alert]
Their response to his concern? An up-sell attempt: “Give us more money. Rank for more keywords. Conversions will come”. Which would not have solved the core issue. Our client knew there had to be a way to convert existing traffic at a more favorable rate.
When he brought up his concerns regarding lack of conversions to his previous SEO company, they just showed him a traffic increase comparing the past 30 days. Totally dismissing his main concern. Really?! Yes. Which I guess is good, since we got a client out of it. :).
Sending all blue widget traffic to a general page about blue widgets (informational) should have different content than if the keyword was compare blue widgets. This previous provider should have cared a little more. Lack of knowledge pertaining to user intent? Perhaps. There was no information comparing advantages and disadvantages, user reviews, nothing but text that not did not engage the visitor.
The Bottom Line: Numbers Don’t Lie.
I know, you know that. BUT, did you know what kind of difference user intention analysis can make with conversions? From 54 monthly leads to 74 monthly (A 37% Increase) of leads in an industry that nets our client $X,XXX per sale, you can rest assured he is now extremely satisfied with our knowledge, and isn’t going anywhere!
Sending all related keywords to the same sub-page, is not the right solution as our data indicates. Informational keywords are great, depending on what your client is trying to accomplish. However, our client only cared about leads. This is how he was measuring his success online.