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Searcher moms

Posted by Michael Bloch in web marketing (Friday August 24, 2007 )

Moms are avid searchers it appears according to a recent according to a DoubleClick Performics’ report entitled “Searcher Moms – A Search Behavior and Usage Study”.

The survey of nearly 1,000 moms surveyed found:

– 89 percent use the Internet at least twicea day
– 90 percent have been using the Internet for over 7 years
– 86 percent said search engines are the most efficient way to find information
– 70 percent use search engines for research before making an online purchase
– 57 percent use search engines for research before making any offline purchase
– 64 percent use search engines to find out where to purchase products offline

Aside from it being very apparent that optimizing your site for good search engine rankings is important in order to get in front of moms, The large number using search engines to gather information prior to online purchases harks back to something I wrote about a while back – people do shop around; and not just in relation to big ticket items.

Unless your offer is incredibly attractive, people will likely look elsewhere first to compare. Try to give them a reason not to. An idea I’ve seen that I think could be quite effective depending upon the sector is to set up comparison charts on your own site listing some of your competitors and how your product or service is superior. Accompany that with a strong call to action and a sense of urgency (for example, a countdown timer script coupled with a special offer) and you might snag a few more sales.

Back to the moms – they are certainly a force to be reckoned with and respected. A mom is a very busy person, usually being pulled in all sorts of directions, so I’m guessing the appreciable multiple daily usage rate is due to the many interruptions they face each day – they get 10 minutes here, 20 minutes there – a lot of piecemeal surfing and with search engines becoming smarter and faster in returning results, it’s no wonder they are used so much by moms.

Given moms are likely on a mission when out and about on the web, it’s another reason you need to capture their attention quickly. Aside from good layout and offers, simple tools to help remind them about you are very handy – such as a tell a friend script, a popup or hover subscription box to capture their details or bookmarking feature. I mention the tell a friend script as people often use these to send links to pages to themselves – it serves as an emailed reminder of a site they found interesting. Try implementing one, you’ll see what I mean :).

Read more of the DoubleClick Performics report on Moms (PDF)


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