Brands should focus more on “intent” than on “keywords” to improve consumers’ search experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 02, 2020, 9:12 AM UTC

54% of consumers admit to abandoning a website after feeling overwhelmed with choices.

Studies revealed that online conversion is seven times lower than physical stores, even though 66% of all product searches begin on Amazon. This piece argues that brands should focus on the shoppers’ search intent instead of keywords. They should interpret the product features in the layman’s language and guide towards the right purchase.

Online business offers too many choices and fails to create smooth customer experiences like brick-and-mortar stores. Other than enabling customers to self-navigate through the website, digital businesses should engage them in conversations, ask questions and assist them.

The author contends that technologies like artificial intelligence can help brands create a digital customer experience with a human touch. It can bridge the gap between online and in-store experiences while addressing the human need for conversational engagement.

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[4 minute read]