Target the Degree of Purchase Intent

On a typical website, a user typically has 10-15 different types of touch points. These touch points with the website are key for a brand to understand as then only the brand will be able to understand the consumer and what he / she is looking for.

It is important to understand that the purpose of each and every touch point is very different when you look from a consumer’s perspective and that in itself determines the intent of the purchase for the consumer. For example, the purchase intent of Payment Gateway will be the highest as compared to the Purchase Intent on other touch points, and it would be one of the lowest on the Blogs page as compared to other pages.

So depending on the degree of purchase intent, the messaging should be articulated to ensure a smooth journey for the customer on the path to purchase.Displaying a sales offer on the blog page may not be the best strategy as the Purchase Intent is still pretty low, but Educating the customer about the benefits of your product would definitely be a better message as the customer is currently looking for more “information” rather than a “sales offer”

Advit Sahdev

Advit Sahdev

Advit Sahdev is a pioneer in Digital Marketing who jumped into the field of Marketing after a 10 year career with companies like Intel and Infosys and brand customers like Unilever and P&G.

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