Student Reviews
( 5 Of 5 )
1 review
Video of Keyword Research: The Buying Funnel - ecommerce SEO - 10-hour course in SEO Fundamentals course by Traian Neacsu channel, video No. 4 free certified online
In the U.S., ecommerce conversion rates are still at about 3%, because online retailers focus mostly on converting branded traffic and on marketing to consumers in the late stages of the buying funnel. Also, ecommerce websites usually concentrate their link-building campaigns on category and subcategory anchor text.
Keyword research and web analytics tools, PPC data, and other similar sources provide insights on which keywords the target audience searches for, when they search, and where they search from. However, savvy online retailers must understand searcher context and create a content plan accordingly. They try to answer the why question. User testing is one great way to gauge the why, but it has limits.
Users do not just turn their computers on, navigate to your website, and buy your products. First, they realize they have a need; next, they research online, decide what's right for them and—only then—purchase.
This journey is called the buying funnel.