Customizing Landing Pages Based on User Intent Gleaned from Search Results

Jun 7, 2007 - 7:04 am 0 by

An interesting Cre8asite Forums thread talks about an old topic on determining user intent based on search results, and then serving up a customize page to that user, based on his or her intent.

G-Man asks, without "search engine data" but with scraped results, can you still deploy this tactic of customizing based on user intent?

Ammon Johns believes you can. Just like you would with your own search referral data, you can use the scraped results to determine user intent. Ammon explains, "It is perfectly possible to determine a lot about intent, and motive, from a user by the method they use, either in keywords, or even by other referral data. It is simply about context and empathy at heart." Classifying the types of keyword phrases into buckets of user types. User types might include ready to buy, just browsing, looking for best price, looking for best customer service, and so on. When you determine your users, typically through user personification, you can then associate keyword types to each persona. Then you direct each landing page to each persona based on the keyword search.

The thread goes into this in more detail.

Forum discussion at Cre8asite Forums.


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