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They''re Searching So Why Aren''t They Buying? |
By:
Karon Thackston |
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by Karon Thackston ©© 2003 http://www.marketingwords.com
There seems to be a common myth regarding site visitors and the
buying process these days. I’’ve heard this statement more than
a few times over the last several months: ““My visitors find me
when they use search engines. They type in the exact keyphrases
I’’m listed under. So when they get to my site why aren’’t they
buying?”” The simple answer is that they aren’’t ready to buy
yet.
Just because surfers type a specific keyphrase into a search
engine does not mean they are ready to buy. In fact, it could
mean just the opposite.
The buying process is made up of several stages, and your site
visitors could fall into any one of the five. Let’’s say a
surfer typed ““water filtration systems”” into Google. This same
keyphrase can be used by people in all five of the
buying-process stages. Take a look at the steps, and I’’ll show
you why - during each one - your visitors might come to your
site.
Step One - Need/Want Recognition - Deciding there is, in fact, a
need or a want to be filled. During this stage a site visitor
may be wondering. Take yourself for example. Suppose someone
told you about a new water filtration system that is just
awesome. Being a health-conscious person, you want to determine
if this is something that would be good for you and your family.
You jump on the Internet and begin looking for general
information about the product.
Right now you aren’’t the least bit interested in price or sales
pitches. You just want to know what this filtration system is
all about so you can decide IF there is a need or want on your
part.
Likewise, a site visitor in the need/want recognition stage is
looking for solid, unbiased information.
Step Two - Information Search - Trying to determine what’’s
available. So now you’’ve found out that these filtration
systems are fabulous, and you’’ve decided your family needs one
after all. Next step? Jump back on the Internet and start
searching for information.
Are there various styles or sizes? What’’s the price difference?
What features/accessories come with the system?
This is one time to focus on benefits, to make yourself
available for questions, and to direct your site visitor toward
your product/service.
Step Three - Evaluation - Eliminating
products/services/companies and deciding who’’s best. After
you’’ve gathered a good bit of information, you’’ll begin to
weed through the product brands and companies to determine which
one you will actually buy.
A site visitor in this stage will likely come to your site for
additional information, to find the answers to questions he/she
came up with since the last visit, or to double check facts and
figures.
This is a good time to not only focus on benefits, but also to
have customer service, warranty, price incentive, and other
information available.
Step Four - Purchase - Actually buying your product/service.
Finally! After all this time, the customers are ready to buy!
Support their decisions by making your ordering process and
shopping cart quick and simple to use.
Step Five - Buyer’’s Regret - Wondering if they made the right
decision. This is where money-back guarantees can save you! Most
people simply need the reassurance that they *can* get their
money back if need be. Especially with high-ticket items,
buyer’’s regret is common. Reinforce their buying decisions by
letting them know they can contact you with any problems they
have. So, as you can see, even though every stage in the process
is different, the same exact keyphrase could be used to search
the ‘‘Net for information. Create your site to accommodate every
step in the buying process. Don’’t assume that - just because
someone typed your keywords into a search engine - they are
automatically ready to buy.
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Article Source: http://www.powerdirectory.net/articles/article52836.html |
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