Understanding the Website Visitor Intent: A Case Study

Regardless of the vast quantity of knowledge that web measurement programs assist you in collecting and organizing, the purpose of people who visit your website is almost always part of the "great unknown" online. Recognizing this typically improves your overall comprehension of the measurements, increasing their worth and use. If you ask any online merchant why customers visit their websites, they will frequently respond, "Well, to buy things, of course!" The vast majority of consumers who visit online retail sites are merely browsing or conducting research, with no intention of making an online purchase.

The issue is that order and buyer rate conversions [Hack #39] are based on the premise that every visitor is a prospective consumer, which is a faulty assumption, to begin with. Conversion rates would undoubtedly skyrocket if merchants could develop estimates based not on the entire audience, but simply on those who planned to buy. By removing the tire kickers from the equation, company owners were able to concentrate on fixing issues encountered by visitors who genuinely had potential, not just promise.

Source: Safalta

Your measuring concerns would be solved if you could determine the visitor's purpose. Although it is easier said than done, there are two broad approaches to establishing visitor intent: overtly and indirectly. Boost Your Skills by Learning: Digital Marketing
 
Table of Content:
1) Explicitly determining intent
2) Inferring Intent Implicitly
3) What may User Intent be used for?

Explicitly determining intent:
When you think about it, determining purpose directly is actually rather simple—just ask. When visitors come to your site, just open a window and ask them politely, "Why are you here today?" Provide them with a realistic set of alternatives (for example, "To make a purchase," "To research your products and services," and "To get customer support") and send their responses to your measuring application. The ideal way to pass the response to your measurement application is to generate visitor segments [Hack #48] from various "intent groups" based on their responses. Ideally, your measurement solution will be smart enough to allow you to determine differential conversion rates and produce value metrics for intent members. When you notice a visitor leaving the site, open another window and ask her how you fared in meeting her stated aims. Can typically be enough, and is brief enough not to delay the visitor's progress. Knowing when a visitor leaves your site is tough unless you maintain track of all links that exit your site or use an external solution.
 
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Inferring Intent Implicitly:
Determining intent implicitly is why visitor segmentation was created; visitor segmentation is the capacity to make assumptions about visitors based on their clickstream and then put them into categories for marketing purposes. To expand segmentation to establish intent groups, just consider the events or activities that visitors are expected to take depending on their purpose. Using the retail instances above, it is reasonable to assume that any visitor who clicks on a "checkout" button intends to make a purchase, any visitor who is not clicking on a "checkout" button is simply browsing, and anyone who clicks into your client service pages is looking for assistance from your company. These are fairly simple examples, and most websites are not. However, if you start small and then carefully evaluate the segments you're constructing, looking back at the group's overall clickstream behavior, you should be able to develop the segment.
 
What may User Intent be used for?
Once you've discovered why the visitor is there, you must assess if they are capable of completing their objective. User intent surveys can assist you determine whether or not users are able to fulfill their objectives. You may also utilize survey tools to determine user intent and collect feedback. Actively incorporating customer feedback into your offers or applying their website ideas helps to promote brand loyalty. Users are more inclined to recommend your company after receiving positive comments. Determining user intent also assists you in identifying content on your website that is attracting high-quality traffic. Based on your discoveries, you may develop and share more of the same material. You may even incorporate these insights into content that you believe is underperforming in order to present visitors with more of what they're looking for. Voxco has confidence in researchers in over 30 countries. Our robust Free Survey Tool can assist you in carefully measuring and improving your website experience.
 
Regardless matter how much information web measurement systems help you collect and organize, the purpose of individuals who visit your website is generally always part of the "great unknown" online. Recognising this usually increases your overall understanding of the metrics, enhancing their value and use. If you ask any online retailer why their clients visit their websites, they will almost always say, "Well, to buy things, of course!" The great majority of online retail site visitors are only browsing or conducting research, with no intention of completing an online purchase.

The problem is that order and buyer rate conversions [Hack #39] are predicated on the false assumption that every visitor is a possible consumer. Conversion rates would surely rise if retailers could create estimations based just on individuals who intended to buy, rather than the whole audience. By eliminating the tyre kickers, business owners were free to focus on resolving challenges experienced by visitors who truly had potential, not simply promise. Your measurement problems would be solved if you could figure out what the visitor was looking for. Although it is easier said than done, there are two methods for determining visitor intent: overt and indirect.

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