Search Engine Journal recently posted an interesting article about why people visit websites. Anyone who has a website knows that it’s worth knowing exactly why people visit it. That’s why tools like Google Analytics are so useful because you can take the data that they collect and extrapolate it to understand patterns of user behavior. From what you learn from those patterns, you can then make your site more appealing to your audience. Given that, it is useful to ask the question: Why do people visit the websites they do?
User Behavior: What Do They Want?
Connection – Social media has made connecting both with people you already know and people who have things in common with you much easier. There are many different social media platforms. Some are better for connecting with friends and family. Others are battlegrounds for politics or great places to explore TV fandoms or have book discussions. All of them help people make a connection to someone with a few keyboard clicks.
Inspiration – So many sites on the internet demonstrate the talent, time, work, and art that human beings are capable of. If you want craft ideas or home decor options, you no longer need to thumb through magazines. Instead you can browse Houzz, Pinterest, or look for videos on YouTube. Or you can do a Google search to find websites that are specific to your hobby or interest. The sky’s the limit for inspiration, no matter your hobby or project.
Information – Once upon a time you had to use the Yellow Pages to find out where a business was located and when it was open. To find out what was on the menu you had to go to a restaurant. Now you can find much of that information via Google My Business or Google Maps on your phone using your fingertips. News also updates in real time on Twitter, so if you want to know what’s going on during Congressional sessions or television episodes, you do not have to wait.
Learning – In terms of education, the internet doesn’t replace books, libraries, or universities, but it has added a great deal of information that the public can easily access. You can learn Latin online, access databases via your local library’s website, or find pictures of what Abraham Lincoln looked like as a young man. It’s also possible to connect to people across the country or the world to ask questions about any topic you might need to know about. In terms of teaching or demonstrating practical hands-on skills, online videos really cannot be beat.
Entertainment – It has never been easier to find television shows, movies, books, music, games, or any other sort of entertainment than it is at this moment in time. If you’re waiting for your flight and it’s delayed, you can download a movie to watch. Individual episodes of 60+ years of television can be downloaded with a click. If you want to listen to your favorite song, you can have it on your phone instantly. It’s hard to be bored with that range of entertainment available.
Commerce – During the coronavirus outbreak most people found that using ecommerce was the only way to get certain items while in quarantine. Ecommerce, however, is an efficient way to shop all the time, no matter what the need. You can read reviews of both items and companies in order to make an informed decision and order it to be delivered to your doorstep from anywhere around the world usually within days.
While people do all of the above, their behaviors often overlap. Watching a video on composting may lead to purchasing a specific model of composter or other garden tools. Downloading a book from the library about the Civil War may pique interest in a movie on Lincoln or purchasing tickets to Gettysburg National Military Park. Or it might result in joining a Facebook group or buying a pattern and fabric to sew a dress with a hoop skirt.
Websites are capable of harnessing the power of diverse interests as well. For decades online marketing was focused on direct sales. In recent years, Google has pushed the concept of content marketing by rewarding websites that produce unique content with higher search rankings. Many businesses have taken that to mean more in depth direct marketing of products or services using landing pages. A more successful strategy would be to create content that teaches, entertains, or connects people. That way when users google specific search terms they will find that original content, and it will be directly linked to products or services the website is selling.
Consider overlapping user behavior and the human desire to learn, be inspired, or be entertained when you are mapping out your marketing strategy. It could lead to much better user engagement and a higher conversion rate. If you would like help with your content or social media marketing, please give Corporate Conversions a call. We are ready to help.