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Wednesday, Oct. 15, 2008 at 1:19 pm

Bucket Your Visitors By Intent

By Melissa Burdon
October 15th, 2008

bucket customersWhen you look at the keywords that are sending traffic to your site, what do you see? Are they highly targeted keywords demonstrating that your traffic is qualified? Or are you getting less targeted traffic from visitors who are searching for more general keywords?

Let’s compare a few keywords to demonstrate the difference.

Traffic searching for “buy Monet print” is highly targeted. These are visitors who are looking to purchase a product from a vendor who sells Monet prints. If someone is searching for “Monet”, this does not necessarily mean that the visitor has intentions of buying anything, but perhaps is just looking to learn more about Monet.

The less targeted traffic might not be coming in with an interest to buy what it is that you are offering, and perhaps are simply looking for information or education on a topic.

In an ideal world, we would separate this traffic into different buckets. By doing that, we would be able to separately track those visitors who search for a very general keyword, who might be less targeted, from the more highly targeted traffic who are searching for more long tail keywords.

Averages are messy. We don’t just want to know what our average overall site conversion rate is based on all of the traffic we get. We want to know what our conversion rate is for those visitors who are highly targeted, separately from the conversion rate for those who are less targeted. This will really help us understand how we are truly performing with the traffic that has real motivation to buy what we offer.

Most web analytics and tracking software don’t make it simple for you to separate all your traffic into these buckets. It’s much easier to determine what needs to be fixed if you can look at the performance of the entire buying process based on keywords which tells us level of intent and motivation.

Are you segmenting your search engine traffic based on the intent of the keywords?

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Comments (17)

  1. Melissa Burdon…

    Averages are messy. We don’t just want to know what our average overall site conversion rate is based on all of the traffic we get. We want to know what our conversion rate is for those visitors who are highly targeted, separately from the conversion…

  2. You make a valid point. We should try, if possible, to treat these users differently. For those searching with qualified search terms, we should be optimising our checkout process. For the broader search terms, we should be trying to push our brand, and our persuation efforts.

  3. I think many sites receive a lot more “research” traffic than they may realize. If you can segment this from your “motivated to buy traffic” it serves all parties better.

  4. As you said, we do believe that users’ behavior can be used to improve site results, specially when you talk about different people looking for different information: buyers versus prospectors and many other possible scenarios.

    With this in mind, we’ve just launched a free behavioral segmentation tool called “BTBuckets” that will allow publishers to create behavioral segments, we have an example of how use a BTBuckets with Google AdManager to improve results based on visitor’s behavior.

    Nice post! =^)

    Namastê.

  5. [...] The first thing you need to do is bucket your keyphrases. Start with the first 100 or so top phrases that drive traffic to your website. For each one of [...]

  6. I’d agree with EMG. Research traffic seems pretty high these days, at least in our market. Somebody visits and reads, but may not make their purchase for a week or two. It’s important that they remember to come back to your site.

  7. [...] Split visitors up according to source where they come from, returning visitors get different treatment as search and social media users [...]

  8. Thank for sharing.

  9. I think this will be very helpful thank you.

  10. Thanks for sharing this. This is very helpful

  11. if possible, treat the users of different ways. For them, finding specialized search terms, we must optimize our movement process.Research cash seems to be quite high these days, at least in our market.

  12. Nice sort of thinking…

  13. “Buy Monet Print” seems to be quite interesting. Whether the visitor buys or no, at least there will be constant traffic.

  14. There is definitely a huge gap between targeted and non targeted keywords and treating them separately help crystalize the data better.

  15. Also agree that averages are messy if you mix the targeted and non-targeted data in.

  16. I agree that we can look at the performance of the entire buying process based on keywords therefore we have to carefully concern selecting the right keyword to make our traffic good…

  17. Targeting your visitors and trying to make them stay as long as you can on your website is an important thing when you are selling any products.

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Melissa is a Senior Persuasion Analyst at FutureNow.

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