How to influence user behaviour: Design with Intent (Design for Persuasion, Brussels)
User Intent
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Transcript of User Intent
Setting the Stage
What is search intent?
70% of users start with search engines for
information
18 billion searches a month in January
(comScore)
Search Engines are Tools for User Intent
Keywords are Tools for Marketers
1 in 4 searches are successful
• Some take 13 minutes to develop
54 billion unsuccessful searches a year
2 4/29/2011 WebsiteBiz
Changing Landscape – Unique, Sophistication
70% of queries have no exact-
match keywords
Queries are 3+ words…
• per Google = 54.5%
• per Hitwise = 35%
20% of searches each day are
new or haven’t been
completed in the last 6
months
4 4/29/2011 WebsiteBiz
…Disconnects cont’d
Spam – Content Farms
Limited Data
Lack of targeted messaging and landing pages
Ambiguity
• Linguistics, Branding, Seasonality, Geography
5 4/29/2011 WebsiteBiz