Internet Marketing: Types of Visitors
The goal of any website designed for internet marketing is to draw in visitors. There are many kinds of visitors and one has to be aware of at least what the general types are. Keep in mind that the minimum definition of a visitor is someone who stays long enough on the site to consider an action. How long? That depends, but the overall assessment has to be long enough to give a chance for the site to try and retain them. To retain a customer, the type of user must first be understood.
The person who clicks a link when trying to find baseball cards for the Boston Red Sox and finds sexy lingerie and hits the back button, is not a visitor. They are a drive-by. No different than the person who is looking for the brick-and-mortar baseball card shop and sees the lingerie shop and moves on without a second thought.
Types of Visitors
As said before, visitors can be broken down into many types but for the sake of simplicity in this article, only three will be used. The first is the “Surprise” visitor where generally, by accident, or while surfing, the person comes along target site. The second is “Better Idea” visitor where the searcher is looking for something, but the new site, provides a better option for the searcher. And the third is the “Perfect” visitor.
Look What I Found!
In the world of internet marketing, this visitor is the type of visitor that while either surfing, or searching for something else, they come across the target site. It might be said that this is the same as the drive-by, but the differences is that there is no way that the drive-by will stop and shop, but the Surprise visitor is potentially interested but was not looking for it at the time. In the real world, the comment would, I’ve never seen that place before.
If the site is prepared for this type of visitor, they have a chance to make a sale, warrant a return visit, or even find a new customer. They are not even close to the target customer, but at this point, the site has caught the attention of the surfer, but now has to do more to earn the stay.
This May be a Better Idea
The Better Idea visitor is the one who is looking for something, but when encountering the target site finds that it has a better idea. This, while not the ideal customer, is one who is at least somewhere along the same lines as the ideal customer.
For the Better Idea customer, much has to be done to convince them that this is truly a better idea so that they eliminate their previous conceptions and remain here. This may be the person who is looking for a Big Bird Sesame Street stuffed character and finds that they can get tickets to Sesame Street Live instead.
The Perfect Site
This is the customer who the site was designed to draw in. If the site were correctly designed, built, and populated with the necessary information, then this is the perfect customer.
This visitor should have no problem in spending time on the site, returning as needed to check out new information and providing any information that they can to be notified of updates.
The Way to View the Visitor
The way that the visitor must be viewed is by type. In the case of the Drive-by, they are moving too fast and searching for something specific. It would be a waste of time to try to target them or even to get them to notice. The Surprise visitor on the other hand still may not have the time to stay, but by providing something that will catch their eye, may stop what they are doing to look or at least bookmark the site for a later return.
The Better Idea is looking for something and it is the sites job to convince them that the product that they have is a better choice to make as opposed to their original idea. The perfect customer is ready to stay and it is the sites job to make sure they do.
How SEO can help
Given that there are so many different ways for someone to find a website, a modern business would prefer to have all of these types landing on their site. This is where Internet Marketing helps, as Search Engine Optimisation that is done properly on a website ensures that the pages show up for the relevant search term a person is looking for. A website that isn’t well optimised is a website that isn’t going to get found.
Bearing in mind these user visitors types, SEO and Internet Marketing prepares your site and begins targeting those visitors, increasing visibility and the likelihood of such a visitor finding your site. As more work is done on the site, it begins to rank higher and higher on every search term it is aiming for. Using tools, analytics and analysis, Internet Marketing campaigns can ensure that it is your website the visitors are coming to, and not the competition.
Contact WebDuke today for a free consultation and audit, and see where we can make the changes that matter and gain you the customers you need.