Analytics & Testing

Conversions: Meet the Intent of your Visitor

It may seem like an obvious question, but it when your site is designed to respond to the intent of each kind of visitor you’re able to convert more. Visitors will come to your site for a number of reasons:
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  • Seeking Information – both clients and prospects may be looking for specific answers. Can they find them? If not, can they contact you to find the answers?
  • Discover – many times visitors will land on your site or blog because they’ve discovered you. Are you actively promoting your site where that discovery happens?
  • Building Authority – visitors will return wondering whether or not you’re truly the authority in the industry. What are you doing to prove it?
  • Gaining Trust – visitors also may not convert with you until they know you are trustworthy. What kind of transparency, affiliations, and network are you promoting?
  • Nurturing – nurturing requires all of the above but allows visitors to convert on their timeline with your help. Do you have a program that visitors can subscribe to for nurturing?

Your conversions don’t always happen with an Add to Cart button! Visitor behavior online is much more complex and takes many more paths through your site to a conversion. To fully leverage your website, you must promote your site where it will be found for answers (through search engines), market your site where it will be discovered (Industry through great public relations and social network), must build authority (through demos, whitepapers, blogging and video), and provide a nurturing path to conversions (email or phone calls).

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Douglas Karr

Douglas Karr is a fractional Chief Marketing Officer specializing in SaaS and AI companies, where he helps scale marketing operations, drive demand generation, and implement AI-powered strategies. He is the founder and publisher of Martech Zone, a leading publication in marketing technology, and a trusted advisor to startups and enterprises alike. With a track record spanning more than $5 billion in MarTech acquisitions and investments, Douglas has led go-to-market strategy, brand positioning, and digital transformation initiatives for companies ranging from early-stage startups to global tech leaders like Dell, GoDaddy, Salesforce, Oracle, and Adobe. A published author of Corporate Blogging for Dummies and contributor to The Better Business Book, Douglas is also a recognized speaker, curriculum developer, and Forbes contributor. A U.S. Navy veteran, he combines strategic leadership with hands-on execution to help organizations achieve measurable growth.

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