When you make a business application – or perhaps any software, in this matter – you don’t just make one for the sake of boosting sales. One of the primary goals for your company will most likely be generating appeal from customers, and this is only achievable if you understand user intent and how it works. After all, knowing your customers and leveraging on their interests can help you create an application that will not only be difficult to resist, but actually something that can give a positive change in their lives.
Attention to the user is important not just because they’re customers, but because the activity they do as users have high profitability. Tapping into their needs, and therefore their app usage, can make your software something to watch out for. The dependence on mobile apps, too, can make a huge difference in the market today. In fact, there were 197-billion mobile app downloads in 2017 alone, with social networking being the most used by consumers. Digital media also consumes a lot of time of users, with as much as 2.3 hours every day – which is also 2.3 hours for you to try and convince users to patronize your products more.
A Matter of Intent
In terms of search engines, you’re most likely going to use brand names instead of exact website URLs in order to get to a particular company, right? Companies like Google can make money out of this desire by running ads of both those brands and competitors whenever searchers look for them. In the same token, if you search “what to know about SaaS,” you’re most likely going to be led to relevant blogs instead of services.
Companies like Google, and in any industry, really, are successful when it comes to connecting with their audiences because they understand user intent. When your company understands what your users want in any point in time, they will feel cared for, and they will stick with you as they know you know their priorities. If you want to create a software that taps into the potential of consumers, here’s your primer to user intent:
- Navigational Intent: A lot of users can describe themselves as casual surfers of the internet. When something interests them, they search for that something and learn more about it. There’s no desire to buy or avail anything yet, but there’s curiosity. This is why, if you’ve noticed, searching for a particular brand in Google not only brings you that brand, but also its competitors. Users with navigational intent simply want to explore a particular system, so the best way of approach is to provide them with various “triggers” to spark their interest.
- Informational Intent: Other users tend to be a bit more inquisitive, albeit not necessarily interested in making a purchase. Software offerings towards those with informational intent should be geared towards providing relevant content instead of simply services. In Google, for instance, these come in the form of, “content marketing pitfalls” queries. There’s no desire to buy, but there’s desire to learn.
- Transactional Intent: Another form of intent is something that is from people actually interested in buying something. Behavior like this comes in the form of potential customers wanting easier and more convenient ways to tap into their purchase options and make checking out a breeze for them. When searchers look for “iphone 7 price in X” you’re most likely getting yourself someone interested in buying something. Google capitalizes on this by also offering competitor brands to see if they can grab the searcher’s attention. Point is, if a customer wants an exchange, it’s best you set up your software infrastructure to make availing such services much easier.
- Investigation Intent: Similar to transactional intent, investigational intent is when a user is interested to avail a service but is interested in their options. Search queries like “Moto vs Nexus” mean users are considering purchase, but want to find out about everything they might be missing out on. Software offerings wishing to tap into this intent should make it clear what their services offer to customers, and how they can be vastly different than one another, and even from the competition.
Conclusion: All About the User
If you’re in any way planning to pursue the SaaS industry, you’ve got to remember that the industry involves more than just creating programs and applications for users. SaaS has become such a volatile and lucrative industry because software offerings under its providers have a particular sophistication in them that allows various users – be it individuals, groups, or even companies – to fully optimize their tasks in ways that virtually transforms their working lives. Understanding user intent, starting with the article above, can give you the competitive edge you need in terms of providing these services.
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