What are your high converting keywords?

Let me explain what I mean.

Let’s say you are in search of keywords that could bring high converting traffic to your website. Where would you go to find those keywords?

Google Keyword Tool, Market Samurai, Word Tracker etc…

They all will provide you a list of long tail keywords and searches made on those keywords. And it makes sense to go with keywords that have high searches and low competition. Now you start optimising your website for those keywords, promote them on social media and send backlinks to them so they can get page 1 position on Google. A few months down the road when the keywords get on page 1 you start to see traffic coming to your website and everything looks great but you aren’t getting enough sales or leads. You say to yourself, or someone nearby, I thought as soon as they come on page 1 of Google, I would get more sales since traffic = sales?

I thought buying keywords, having words like buy, advice, help and how to, in them and adding cities and areas in them would help, but they still don’t covert very well.

What happened here, I don’t get it?

Not to worry, let me explain it to you. For example reasons, I am picking one industry here. Let say you are selling DIY related products and one of the products you are selling is “Cramium CSR Cordless Drill” (not a real drill, just an example). You have prominent position on Google for this drill and for every 150 people who search for this drill land on this page; only 4 actually buy this product.

The rest go elsewhere to buy this product.

This makes no sense?

Why would they do that?

Does it have something to do with my pricing?

If they are specifically searching for this drill and I provide them all the information, customer reviews, facts and features then why would they go elsewhere?

The answer is quite simple…

They are not sold on this drill, and they are probably not convinced that this particular drill is the one they need, even though they searched for it specifically.

Right, let’s talk about lead generation model, shall we?

So you are in the service industry and you are not selling any tangible products.

For example, I am picking one industry here, let’s say you supply heating services to homes and businesses in London city. One of your main keywords is “heating services London”. You have prominent position on Google for this keyword and every 200 people search for heating services in London land on this page, but only 2 actually make a call. I used low number here because the service industry is competitive and call rates are very low as compared to buying a product where buyers have their credit cards in their hands.

So what happened here?

Conversion experts would say it’s your website design. You need more UX (User experience) design, call to actions, videos etc… I agree all are good, but again if they don’t get specifically what they are looking for they will most probably go elsewhere.

In this article I will uncover the main reasons for this and show you different “buying process” techniques that I have been using successfully for my clients and on my own affiliate niche websites for quite some time now.

I am pretty sure what I am about to explain to you will make you think again because more or less we all have the same buying thought process.

I am going to show you what the common buying thought processes are and how exactly you capitalize on them.

It’s time now to see what’s going on in their mind and tackle it accordingly.

So What are Buying Thought Processes

Well this all about the thought process of your website traffic when it comes to buying a product or looking for a specific service in general.

Imagine! When you shop online or offline looking for a specific service you need, do you actually have specific requirements in mind? If you want a new sofa or cordless drill what would be your thought process?

When you are searching for these products you have some specific reasons or criteria in your mind.

Let’s take an example,

If you need a cordless drill, you already know what you want it for. You probably need it to drill a few holes to put a shelf up or to fit your bathroom mirror or you need nail pull option in the cordless drill that have a long battery life or works on concrete. Your mind will be full of questions and your “buying thought process” would be something like

“What is the best cordless drill for home use?”, “best cordless drills for homeowners”, “best cordless drill for home improvement”, “which cordless drill has the best battery life?”, “cordless drill for concrete walls”, “cordless drills under £50”, “cordless drill with nail puller kit” etc..

You probably have some idea now where I am coming from. But hold tight this will get more interesting.

Let say you are in to carpentry or electrician business and you are looking for cordless drill that you can use for heavy-duty work.

What would be your “buying thought process” then?

Your buying thought process would be something like

“Which drill is best for commercial heavy work?”, “ the best heavy duty cordless drill”, “heavy duty cordless right angle drill”, “heavy duty cordless hammer drill”, “heavy duty cordless drill for electrician”, “best cordless drill for carpentry”, etc… 

All are searching for cordless drills but their search criteria are completely different. They are searching specifically for their requirements.

So in my early example Cramium CSR Cordless Drill if it ticks the right boxes for

“What is the best cordless drill for home use?”, “best cordless drills for homeowners”, “best cordless drill for home improvement”, “which cordless drill has the best battery life?”, “cordless drill for concrete walls”, “cordless drills under £50”, “cordless drill with nail puller kit” etc…

What would you think; will they buy the product?

Of course the chances are not double but triple. 

But for someone looking for more heavy-duty work like carpentry and electrician, chances are very low that they would go for our Cramium CSR Cordless Drill.

Another example with a different product…

Let say you are shopping for a microwave oven, your requirements are different from the next person shopping for the same thing.

You’re buying thought process would be something like

“Which microwave oven is best for home use?”, “which microwave oven is best for Indian cooking?”, “which microwave oven is best for vegetarians?”, “which microwave oven is best for making cake?”, “which type of microwave oven is best for baking?”, etc…

On the other hand the person looking for same thing would have different buying thought process.

Microwave oven for elderly, microwave oven for senior, microwave oven for senior citizens, microwave ovens for old people, etc…

Both people are looking for microwave oven but one is looking specifically for home and baking use and the other person is looking for elderly people.

As you can see regardless of the fact people are searching for the same product their requirements are completely different to each other.

This is the main reason many prospect lands on the product but don’t buy because the product did not provide or fulfills the specific needs they were looking for and they click away from your website.

This is the reason you will see many websites full of products with tons of reviews but they are not doing well because the website does not cater to people who come to their site with the specific requirement thought process.

Their time is precious!

They want to make their decision as quickly as possible and whoever provides them the best thought process experience, will win the game! I am not surprised to see why there are so many review sites out there providing this type of information that are not sending sales to you. The majority of review sites send their sales to Amazon because Amazon pays them commission for every sale they send.

Feature and facts very rarely provide answers to the thought process. If they came to buy a cordless drill, and you are bombarding them with features and facts about the product, you lose the sale.

When you buy a product do you actually type just the product name or add some specific requirements to them? Yes we do use just product name searches, usually when we are at the very early stage of buying process. But, when we are actually ready to buy a product, our thought process turns more specific with lots of questions.

We all do that and our website visitors do it too!

Just to prove my point; take a look at what search engines like Google provide you when you type thought process keywords

As you can see there are lots of buying questions and different thought processes. Now you know I am not making them up and even Google is showing us what people are looking for. This is just beginning. As you type more characters you will see different variations of buying thought processes. The reason they are showing there is because they have been searched many times before and Google regards them as important search terms.

If someone is looking for “microwave oven for boats” most likely they will go with Google’s auto fill suggestion because it matches the search term they have in mind.

Here is another example for cordless drills

You have probably seen them hundreds of times before on Google without realising how important they are. If you start typing questions like “which” “what” with the product you are looking for and start adding words like “for” “under” you will see different variations of buyers thought process and each character have different variations so sky is the limit. This is just two examples try different industries or products and you will see hundreds and thousands of thought process examples and some has no competition at all and some have very little competition and not very difficult to beat.

Converting Visitors in to Buyers
Rehan Khan

Rehan Khan

Rehan is an Online Search - Social Media & Conversion Specialist. As senior marketing professional he possesses over 11 years experience in this industry. In today's world where the real commitment and client sincerity has lost its meaning, he is not ready to let go the golden era of 80's. For a peace of mind, he loves to hang around in quarries across UK discovering underwater nature as a trained scuba diver.

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