Why isn’t your e-commerce content converting?
Customers have a specific intent when they search online. Most online stores, however, write content based on their own intent, not that of their customers.
So, how can you identify and match your content to customer intent?
In this article, we’ll explore:
- Why User Intent Matters for E-commerce Stores
- 3 Types of User Intent
- Customer Journey Stages for Content Creation
- The Simple Framework That Boosts Conversions
Why User Intent Matters for E-commerce Stores
User intent is the reason why someone searches for something.
If someone googles “best running shoes for flat feet”, are they looking for a list of products? No. That’s not the purpose of their search.
What are they looking for, then? Information.
The person searching for the best running shoes for flat feet has a particular need: their feet hurt when they run. They’re looking for a solution. Information.
Information is key at the top of the funnel.
70.6% of content marketers are failing to meet user intent, so this is a huge opportunity for clever e-commerce stores.
Alignment leads to:
- Better rankings — Google rewards content that’s aligned with search intent
- Higher conversion rates — Visitors find exactly what they need on your site
- Satisfied customers — Customers get answers to their actual questions
3 Types of User Intent
Intent breaks down into three main types:
- Informational
- Navigational
- Commercial or Transactional
1. Informational
Users want to learn something.
“What are bed bugs”, “how to choose running shoes”, and “best breakfast food” are all examples of informational searches.
Searchers are not at the stage to buy products, yet.
Informational intent = research = SEO.
In other words, you must rank for searchers looking for information.
Content that ranks well for informational intent
Examples of good content for informational intent include:
- how-to guides
- comparison articles
- educational blog posts
- FAQ pages
Blog content must be SEO-friendly.
2. Navigational
Users want to find a specific brand or website.
“Nike running shoes” and “Amazon customer service” are examples of navigational intent.
The searcher knows what they’re looking for, and they want to get there.
Make sure to keep your pages fast and easily navigable, then optimize with local SEO and other strategies.
Content that ranks well for navigational intent
Branded landing pages are the content king for navigational searches.
Examples of good content for navigational intent include:
- store locators
- contact information
- brand-specific product pages
Brand consistency is key.
3. Commercial/Transactional
Users are ready to buy.
“buy Nike Air Max size 10” and “best price iPhone 14” are transactional searches.
The problem is that most e-commerce stores only focus on transactional intent.
Sure, make content for the conversion stage, but you can miss out on lots of sales by ignoring informational and navigational intent.
Customer Journey Stages for Content Creation
The point is that you must match your content to each stage of the customer journey.
In other words, create different content for different buyer stages.
Let’s take a look at this in action.
Awareness Stage = Informational Intent
Customers are in the awareness stage when they first realize that they have a problem but don’t know what to do about it.
A person with back pain may not search “best mattress for back pain.” First, they need to figure out what the problem is.
Enter informational intent.
People in this stage are asking questions, searching for advice, and learning more about their problems.
The pain is in their back, not their head.
Help them.
Create content that customers will love in the awareness stage
Ideas for creating content in the awareness stage include:
- problem-focused blog posts
- educational videos
- downloadable guides
- social media tips
Use the PAS framework here.
Start by identifying their problem, then agitate it by explaining the consequences of not solving it. Only then do you offer your solution.
Consideration Stage = Informational + Commercial Intent
Customers are in the consideration stage when they are aware of their problems and researching solutions.
Searches such as “best running shoes for plantar fasciitis” and “how to choose the right mattress for back pain” are examples of this.
Customers still aren’t ready to buy, but they’re getting close.
Create content that customers will love in the consideration stage
Ideas for creating content in the consideration stage include:
- comparison guides
- product reviews
- feature explanations
- customer testimonials
Social proof is a great idea here. Use things like influencer marketing, peer reviews, and customer testimonials.
Decision Stage = Transactional Intent
Customers are in the decision stage when they are ready to buy.
They compare different products, looking for the best price, or searching for your store directly.
Examples of transactional intent include “Nike Air Max size 10 purchase” and “iPhone 14 best price.”
Ideally, a customer will enter your store at this point.
Create content that customers will love in the decision stage
Ideas for creating content in the decision stage include:
- product pages with detailed specs
- special offers and promotions
- customer reviews and ratings
- clear CTA buttons
Create frictionless experiences here. Use things like multiple payment options, free shipping, and hassle-free returns.
The Simple Framework That Boosts Conversions
The framework used to create content aligned with user intent:
- Research your keywords.
- Map content to intent.
- Create content.
1. Research Your Keywords
Don’t look at keywords by search volume alone.
Look at intent instead.
Use Google’s “People also ask” section.
Look at the top-ranking pages for your target keywords.
2. Map Content to Intent
Create a simple spreadsheet with three columns:
- Keyword
- User Intent Type
- Content Format
Assign keywords to the intent column. Then match the content format to that intent type.
3. Create Intent-Matched Content
Create content that perfectly matches user needs for each stage.
For informational content, build trust.
For commercial content, create comparisons, social proof, and other tools.
For transactional content, remove friction.
Why Most E-commerce Content Fails
39% of consumers start their shopping journey on search engines.
However, most e-commerce stores make one mistake: they focus on transactional intent alone.
They ignore the awareness and consideration stages.
Don’t make their mistake. Build relationships with your customers at the top of the funnel.
Focus on benefits, not features.
Benefits solve problems.
Customers don’t care about “moisture-wicking fabric”.
They care about “dry clothes during workouts”.
They use the same content for all intent types.
A product page won’t rank for “how to” searches. A blog post won’t convert transactional searches.
Measuring Your Success
If you’re creating the right content, here’s what you should see:
Awareness stage content
- Organic traffic growth
- Time on page
- Social shares
- Email signups
Consideration stage content
- Click-through rates to product pages
- Bounce rates
- Pages per session
Decision stage content
- Conversion rates
- Add-to-cart rates
- Revenue per visitor
Content Formats for Different Intents
Different user intents call for different content formats:
For informational intent:
- Long-form blog posts
- Video tutorials
- Infographics
For commercial intent:
- Comparison tables
- Product reviews
- Testimonials
For transactional intent:
- Optimized product pages
- Clear pricing
- Multiple payment options
Test and tweak.
Common Mistakes to Avoid
Don’t create content just for SEO. Create content for actual people with real problems.
Don’t use the same call to action everywhere. Match your CTA to the user’s journey stage.
Don’t ignore mobile users. 67% of e-commerce traffic is from mobile.
Final Thoughts
User intent alignment isn’t just about rankings.
It’s about a better customer experience.
Understanding what people really want helps you give it to them.
When you give people what they want, they’re more likely to buy from you.
Start with one piece of content. Research the keyword intent. Create a content piece that perfectly matches what users want.
Test, measure, and optimize.
Scale up.
The online stores that get user intent alignment will win their markets.
The ones that don’t, will struggle to compete.
Which one will you be?
