Using internet search to reduce purchase risk


Engaging your target consumer and holding their attention is a difficult task, especially when technology aids our ability to reduce messaging exposure (e.g. satellite radio, voice mail, digital video recorder).  Many of these barriers revolve around limiting marketing that consistently over-delivers campaigns of significant mass media.  For example, is it really necessary to have that tenth Viagra commercial during a single three-hour Major League Baseball game on television?

Internet-based pull tactics, such as web development, search engines, blogs, and rich media content, are emerging mediums the educated consumer consistently turns to as a source of information.  They can become a very positive influence for your brand since the consumer engages in the learning process and brand evaluation on their terms.  Pre-purchase evaluation is a critical because it increases brand comprehension and helps consumers to make a “feel good” choice.

Think about the many reasons why product sampling is an effective tactic for reducing risk through awareness, and what the internet shares in common: low entry cost, minimal risk of use, ease of availability and consistency for learning.  Is your brand developing an inbound marketing identity that leverages internet search to reduce purchase risk?

Search engine optimization plays a critical role in this process.  The relationship between web development success and unique traffic can be confirmed through understanding your inquiries and a simple click-to-conversion analysis.  Ask yourself how important the cover of a magazine is in standing out on the shelf at Barnes & Noble?  Does your value proposition create compelling interest from the moment the user arrives at your website?

Graphic identity and typography can mean the difference between new leads and a skyrocketing bounce rate.  Examine both the visual and sensory elements that develop the greatest levels of interest in what you offer and the problem you can solve.  Simple changes like white space and header tool bars can enhance the ability to interpret and enjoy the brand experience you are creating.  Start your analysis by realizing why top content pages are important to your audience, copy that increases time spent on each page, and percentage of unique visitors organic traffic brings in comparison to return clicks from previous visitors.

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  1. #1 by mivanhoxcss on 03/06/2010 - 2:38 PM

    Great Site. Was added to mybookmarks. Greetings From USA.

  2. #2 by John @ Detroit on 12/04/2010 - 1:15 PM

    I’ve been visiting your blog for a while now and I always find a gem in your new posts. Your content is compelling, thank you for sharing. John

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