Adjusting your product's value proposition to sell more is a task that you, as an online store manager, can only do well if you know what your customers are thinking.
The good news in this context is that most consumers only have 3 intentions when they go shopping (which makes your discovery job a lot easier), they are:
1. Know
Let's say that a person started taking a drawing course and, at a certain point, felt like buying a graphics tablet, a product about which he still doesn't know anything about. Immediately, that person's intention becomes to know the models, brands, characteristics and functionalities of a table of this type.
She then starts doing Google searches with very generic keywords like "graphics tablet" or "graphics tablets," "what is a graphics tablet," for example, which we who work in a Digital Marketing agency call "head tail" keywords.
The “head tails” have the highest volume of search on search engines, however, the interest that the prospect has to make a purchase at this stage is still very low.
2 Compare
After the first phase of probing and knowledge (commented on in the previous topic), your prospect becomes interested in specific brands and makes comparisons.
He goes to Google and types in key terms like “wacom or genius”, “wacom trust”, “wacom genius” and/or even “price tablet”, for example, to compare the costs of each.
In the world of Digital Marketing, these more specific keywords are called “short tail”. Their search volume is generally average, as is their buying interest.
3. buy
Once our future designer has carried out a general research (topic 1) and compared brands, functions, prices, etc. (topic 2), the third intention appears, which is the most exclusive of all.
Now, the prospect has already defined and knows exactly which pen tablet he wants and is going to buy. Therefore, your Google search will be as specific and accurate as possible. He will use terms such as “wacom intuos draw graphics tablet” or “trust widescreen 10×6 Inch graphics tablet”, for example, where he will mention the product name, brand, model and some characteristics.
This type of keyword term is called a “long tail”. They have low search volume on Google and search engines in general, however, they express the maximum purchase desire of a consumer who has already decided what they want and, therefore, is one step away from buying.
Now that you know the intentions of your online store's consumers, it's a good idea to prepare your e-commerce sponsored link campaigns , your SEO campaigns , and your sales pages with keywords, persuasive content , and neuromarketing to capture their attention in all 3 stages.
