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You are here: Home / Sales / Key to Online Conversion: The Buying Cycle

Key to Online Conversion: The Buying Cycle

March 22, 2018 //  by Alyson Harrold//  Leave a Comment

Last Updated on July 31, 2020

Some elements are under water

Visitors > Conversions

Lead generation and online conversions are the lifeblood of a website.  But to do it, you need to understand how your target market buys what you offer and how that maps to your website’s SEO architecture. First of all, there is no one definition of The Buying Cycle.  Essentially though, all explanations contain the same basics. Here’s the model we use to create a website’s structure and content, effectively supporting online conversion:

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The Buying Cycle

Stage 1 – Awareness of Need

The potential buyer recognizes a need and is looking for options. For example, you need a new cell phone. What different types are available? Do you need a new phone plan? Your needs will be very different if you like to watch streaming video (requires large amounts of data to download) or if you have a teenager on your plan (need for unlimited texts). Once you’ve figured out your need, the direction of your research may shift.

Stage 2 – Research

The potential buyer determines a Refined Need. This is where reviews are read, various models and features are considered, and costs compared. Using our cell phone example, this is where you evaluate smartphones versus a conventional phone. You’ll weigh data plans, touchpad vs. a keypad, an iPhone or an Android, etc.  This is where your research will get more specific (hint: longer search phrases). At this stage, the purpose is to educate yourself on what’s available in the marketplace not necessarily to buy right now.

The online buying cycleStage 3 – Risk Alleviation & Consideration

This is the most subjective phase.  Potential buyers are wondering “how do I feel about these choices?” They are looking at all the various options gathered in the research phase and considering how each is going to fill their need. This could also be called the “test drive” stage.  This is where you might want to visit a retail store to see a certain type of phone. Or, you play around with a friend’s phone to see how easy it is to text or watch a video. At this point, you may also look into phone insurance in case you have a tendency to drop or lose your phone.

Stage 4 – Action

The buyer is ready to make a decision.  The only question remaining is where to make the purchase. Do you buy it online or go to a store? There are many factors that affect the Action stage. For some buyers, it may depend simply on the type of purchase. Or, the dollar amount may be the hurdle. This is where knowing the habits of your target market are required. You may feel perfectly comfortable buying a $20 phone accessory from Amazon but aren’t willing to plunk down $200 for a  new phone online regardless of their return policy and satisfaction guarantees. Knowing your target market’s preferences is critical in figuring out how to present your solution and ultimately drive an online conversion.

What does all this have to do with SEO?

Ah, here’s the really important part. Your potential clients are looking for different kinds of answers at each stage of the buying cycle. Give them what they seek!

If you can recognize the stage that your keywords are targeting, and focus content appropriately, then – voila!  The value of your site increases. Search engines will recognize this by taking into account user behavior (lower bounce rates, longer average visits, more incoming links), and of course, the relevant text.

Additionally, keep in mind that the stages don’t all happen at once. Judging the success of your strategy requires appropriate measurements (i.e., more than just sales) and patience. Using Web Analytics to define funnels, or paths to completing a goal can help accomplish this.

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Category: SalesTag: buy cycling, electronic commerce, lead generation, online marketing, online shopping, website architecture

About Alyson Harrold

Alyson is Co-CEO and Chief Storyteller. Prior to forming the agency, her career spanned media (NBC-TV affiliates and city magazine, international ad agency) and positions like C-Suite financial services marketer and digital marketing consultant. Alyson learned how the right medium with the right message can attract the right audience. With her team, Alyson helps brands have meaningful customer interactions. Now she teaches those lessons—among others—as a UC Berkeley Extension instructor in her SEO and Digital Marketing courses since 2014. Alyson shares her knowledge as a speaker at preeminent digital marketing conferences around the country like Digital Growth Unleashed and more.

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