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 They’re Searching So Why Aren’t They Buying?
by: Karon Thackston
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.
About The Author
Copy not getting
results? Let Karon provide search engine copywriting, catalog
copywriting, or other types for you. Just visit
. You can also learn to write your
own SEO copy that impresses the engines and your visitors at
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