It’s all about Intent

The other night I was a guest at a digital marketing “roundtable” dinner hosted by Conductor, an SEO and content optimization platform. As Todd Ilberg, the company’s VP of Customer Success and Solutions, stood up to welcome everyone, he shared his thoughts around the importance of humanizing digital marketing, and understanding the intent of the customer.

Needless to say, Todd’s words struck close to home. Todd talked about how when you know the intent of the user coming in from Google, you can ensure they land on the right page to drive conversions.

We at Task Analytics couldn’t agree more. The qualitative insight into the user experience, and the understanding that behind every click is a human being, is paramount to why we exist. We are here to give a voice to your customer as they make their way through a site to accomplish their intended objective. Were they successful? If not, why? What caused your customer to not complete their intended objective? Was it confusion about the copy you’re using, a broken link, or some other error that’s just spiking your bounce rate on that page? Without that real-time human feedback, it’s just a spike on another click report.

However, when you understand the intent of your user you can optimize your content for SEO, as Conductor helps with. You can also make data-based decisions on how to improve design, fix back-end integrations, and tune copy across your entire site to ensure your customers successfully convert (or complete their tasks).

Whether it’s SEO or site strategy and design, with intent analytics, you’ll know better than ever why your customers are running into problems, and how to fix those problems.