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Think like a customer to boost conversion rates
03/08/2010
Thinking like a customer is important when choosing keywords for search marketing campaigns.
Retailers can improve conversion rates by thinking like a customer in order to choose the right keywords for their search marketing campaigns.
A post on the Yahoo! Search Marketing blog advises online vendors to start by looking at their own website and picking out the words and phrases that are most interesting and relevant to their customers.
They should then consider bidding on keywords for their most profitable products and services first, while also examining their competitors' websites to find out what they are doing.
"Put yourself in searchers' shoes to come up with all of the possible ways they might be looking for what you offer," the article recommends.
"For a more advanced way to find keywords, check your web server logs," it adds. "These logs can tell you what your site visitors are searching for and how they navigate through your web pages."
The blog post also points out that customer mindset changes during the buying cycle, so it important that keyword choices reflect this.
For example, during the research phase customers tend to use generic or broad search terms, but these will change to very specific terms, including brands, colours, sizes and other features, once they reach the purchase phase.
Posted by Jane O'Leary
A post on the Yahoo! Search Marketing blog advises online vendors to start by looking at their own website and picking out the words and phrases that are most interesting and relevant to their customers.
They should then consider bidding on keywords for their most profitable products and services first, while also examining their competitors' websites to find out what they are doing.
"Put yourself in searchers' shoes to come up with all of the possible ways they might be looking for what you offer," the article recommends.
"For a more advanced way to find keywords, check your web server logs," it adds. "These logs can tell you what your site visitors are searching for and how they navigate through your web pages."
The blog post also points out that customer mindset changes during the buying cycle, so it important that keyword choices reflect this.
For example, during the research phase customers tend to use generic or broad search terms, but these will change to very specific terms, including brands, colours, sizes and other features, once they reach the purchase phase.
Posted by Jane O'Leary