Every search query shows visitor intent. Here’s how to optimize your website and your search engine marketing to serve the right nurturing or conversion pages to your site visitors.

The understanding of search engine use and searcher’s intent added clarity to hundreds of marketing decisions.

The research, a scholarly article by three Pennsylvania State University researchers, broke down three types of key phrases visitors use in search engines: informational, transactional and navigational.

 

Informational queries, in which the searcher is doing research, make up 80% of all searches. Searchers typically use these queries early in the buying process or if they may not have any interest in buying anything.

Transactional queries, in which the searcher has commercial intent, make up 10% of all searches. The searcher has a product or service in mind when they use these queries, and they’re planning to spend money.

Navigational queries, in which the searcher is looking for a specific website, make up 10% of all searches.

 

Since the third type of visitor is just using a search engine to navigate to a brand, we know the least about their intent. They may be a current customer, a job applicant or someone looking for basic contact information. Let’s set them aside and focus on the first two, those with informational and commercial intent.

Web visitors who encounter your site via informational queries are usually doing research. They are looking for answers. Visitors who come to your site through commercial queries need help to find a product or service. They are planning to make a transaction.

 

Key Phrase Targeting

Every key phrase shows intent. A phrase that includes “how,” “what” or other question words often shows a searcher’s desire for big ideas, specific details or instructions.

A phrase that includes a product or the name of a service or business category shows a searcher’s intention to act on that topic.

Notice how phrasing immediately segments your potential visitors into two groups. Search engines deduce intent from the phrase and return the most relevant pages.

 

Types of Pages

Site visitors land on one of two types of pages: content marketing pages or sales pages. The difference, according to marketing adviser and best-selling author Jay Baer, is teaching versus selling, content versus copy and help versus hype.

Content marketing pages, including blog posts, articles, videos, and resources, are successful when they answer questions. They should be scannable and thorough, visual and detailed. Sales pages include homepages, services pages, and e-commerce catalogs. These pages are successful when they are trustworthy. They emulate sales conversations by addressing objections, answering top questions and providing supportive evidence such as statistics and testimonials.

 

Service pages

Every page has a job to do, and an associated goal. Nurturing pages, such as landing pages for downloads or subscription forms, aim to bring visitors back and maintain brand awareness if they ever develop commercial intent. Sharing is an ideal micro-conversion on these pages. Conversion pages, which might have contact information or an e-commerce function, aim to get the visitor to convert to a lead or customer. If it is a feature of the site, chatting is one optimal micro-conversion of these pages.

The best pages of either type focus on meeting the goals of both the visitor and the brand. They both have calls-to-action and, when successful, they bring visitors to “thank-you” page.

 

We Are All Visitors

Visitors aren’t aliens from distant worlds. They’re us. To show this to yourself, open your browsing history and look at the last few hundred websites in there. Ask yourself why you visited those websites. Just like everyone else on the internet, you likely visit websites for two main reasons: You’re researching a question, or you’re looking for a presumed answer. Put yourself in the shoes of your would-be visitors and give them the answers they’re looking for.

Web Design Psychology, in simple terms, means designing from the visitor’s eye. Feeling how do your visitors feel when they land on your website. Designing a web page that resonates with people’s feelings will have a positive influence on them. It is the building foundation of trust and confidence of a designer with their users.

 

Here are web-design psychology principles and how they affect your website conversions.

1. Establishing Trust and Confidence

Establishing trust among your users must be on the top of your priority list. If you want your incoming traffic to behave and act as per your expectations, it is very crucial that your visitors have trust in you. And in this age of digital scams, fraudulent schemes, and identity theft, trust doesn’t come easy. People don’t like websites that ask for their email addresses before solving their problems. So, make sure you have none forceful overlays on your website.

With only a few seconds on your side, you need to win over your visitor’s trust quickly. A good web design with clear navigation should be enough to put a person at ease. No one ever gets a second chance of making a good first impression. So make sure that your website leaves a clear purpose and tells people what you expect from them.

 

With each passing day, the digital landscape is getting crowded. The competition to stand out and attract the audience is now stronger than ever. With information available at a click and people getting more relentless, one requires something more than just a good web-design.

So the question is, What is the perfect formula that not only engages customers but also drives them to visit again?

 

Web designers have adopted psychology-based designs to make their websites sing and dance. Considering the intellectual needs of the audience has never held a high priority in web-designing process. There are few basic psychological web-designing principles that, if understood, will go a long way in building the trust factor with your visitors. Some people think they are either complicated or unwanted, but they’re neither. Not only are these rules effective but also easy to implement.

Web Design Psychology, in simple terms, means designing from the visitor’s eye. Feeling how do your visitors feel when they land on your website. Designing a web page that resonates with people’s feelings will have a positive influence on them. It is the building foundation of trust and confidence of a designer with their users.

 

2. Emotion Psychology

Emotion is a strong motivator that guides human actions. Colors and fonts- combined can act as a valuable tool in influencing visitors. Every color conveys an emotion that roots deep into the human subconscious.

If your website is not resonating with your customer’s emotions, you will be out of business soon. Cultivating an emotional connection with your audience is the most difficult yet most important phase of any business. Soothing and eye-appealing colors instantly form a bond with the visitors. Therefore website blues and hues scheme should be in-sync with your business goals. For instance, the red color will be a wrong choice for a natural products processing brand.

 

3. Pattern Consistency

The human brain is sharp at recognizing patterns. We are adept at noticing the web patterns, from background color to page layouts, in a certain way. Use it to your business’s benefit and make sure you don’t overlook these minor specifics. Not incorporating them breaks the familiar pattern and our brain finds it difficult to concentrate.

Did you know, Most of the people read in ‘Z’ pattern and are used to find a logo in the top left corner. Any alteration in these basic patterns ends up in making your visitors uncomfortable. It is a designer’s job not to tweak with these basics and create something new to maintain the feel of the brand.

 

4. Dig Deeper with Visual Factors

One of the easiest ways, to stay ahead of your competitors, is by choosing beautiful high-quality images. It is well-known humans are more likely to recall an image rather than a text. Eye-appealing, high-resolution images do well in captivating user attention. Such is the power of photographs they can make or break your content. But make sure you only use images relevant to your business.

 

5. Negative Space Concept

It is tempting to stack a huge amount of information on your web page. But, more often than not, this strategy self-destructs. Think from the visitor’s perspective. Imagine for one second if you landed on a page that has too much information — seems chaotic. Isn’t it? Will you care to read it? Obviously, not.

That brings us to the concept of negative space. Think of the white space as a breathing space. It allows the user to skim through the main content and focus on the area of your choice. With the combination of properly styled design elements and white space, one can encourage his visitors to take a specific action.

 

 

References:

www.ama.org

virtualwindow.com