Are you focused on the wrong type of website traffic?
From a sales perspective, website traffic can be categorized into four main types based on the intent of visitors: informational, navigational, commercial, and transactional. If you want to drive sales, it’s best to focus on the last 2. I’ll touch on the first 2 types and go into depth on the others here.
1. Informational Traffic: This consists of visitors seeking information or answers to specific questions. These users typically look for content that provides knowledge, solutions, or insights into a particular topic. So not usually buyers, but if your goal is to increase visibility, this is still valuable traffic. A search term might be: “How expensive is cloud computing?”
2. Navigational Traffic: This consists of visitors who already know the name of the company whose website they want to visit and are using search engines to navigate to that specific site. So, it’s people just like you and I who prefer to search with the name of the company “International Storage Solutions” rather than type in www.internationalstoragesolutions.com. These people are already familiar with your company. T
3. Commercial Traffic: These visitors are in the process of researching products or services with the intent to purchase in the near future. They are comparing options, reading reviews, and gathering information to make an informed decision. Search terms usually include words such as “best”, “top”, “most recommended”. An example would be “Top HPC System Builders”.
Characteristics:
These users are considering different options and are close to making a purchasing decision.
They often look for comparison articles, reviews, and detailed product information.
They use keywords that indicate an intent to buy but are still evaluating options.
Optimization Strategies:
Create comparison guides, product reviews, and buyer's guides.
Provide detailed product information, benefits, and customer reviews.
Optimize for commercial investigation keywords to attract users in the decision-making stage.Top of Form
4. Transactional Traffic: These are visitors who intend to complete a specific action, such as making a purchase, signing up for a service, or performing a transaction. The search term will usually include words like “buy” or “purchase” or “seller”. An example would be “Buy Networking Cables”.
Characteristics:
These users are ready to convert and are often in the final stages of the buying process.
They use specific, action-oriented keywords.
They are focused on completing a transaction.
Optimization Strategies:
Use clear call-to-actions (CTAs) and easy navigation to facilitate the transaction process.
Optimize contact pages, product pages and landing pages for conversion.
Use targeted keywords that indicate a purchase intent.
At Smart PR Communications, we have access to an excellent analytics tool that will let us know, based on intent, which keyterms to focus on. For a no cost discussion of your situation and how we can leverage metrics-based marketing to grow your business call 630-363-8081 or email jeanna@smartprcommunications.com.
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