Online Language Pathways lead to new consumer insight and a better way of planning Search and Content strategies
Understanding how people use and respond to online language could be the key to improving online brand engagement, according to a new study from digital communications consultancy, CDA.
(before we go any further, I have to fess up to being the author of this study!)
The study formed the basis of CDA’s whitepaper, Online Language Pathways, and set out to understand how people think about and use language when searching online – in this instance for instant access savings accounts – and how that relates to the language of the web pages they choose to engage with.
One of the key findings was that the language people used to describe what they wanted to find online before they started their search – language of intent – was not the same as the terms and phrases they used when they actually started to search – search language.
Broadly, the language of intent can be described as natural and human, while search language becomes more mechanical and staccato.
Further, the study revealed that the language people used to deepen and refine their searches was often influenced by the terms and phrases they saw within the search results listing.
And finally, the language that people appeared to respond most favourably to when they actually engaged with a website was that that most closely resembled their original language of intent.
According to CDA co-founder and managing director, Clare O’Brien, brands can benefit from these insights by devoting more detailed attention to multiple language pathways: ‘That people seem to use more mechanical and learned language pathways to carry out their search while actually engaging with more human language mirroring their original intention or desire, is a significant insight that brands will be keen to explore more.
‘It means that to engage better with people online, brands need to use two broad types of language styles at the very least: mechanical search language to lay pathways to their sites and the natural language of intent to frame subsequent onsite brand language.’
A simple diagram representing the Language Pathways CDA has identified in its study shows how up to five different language styles can connect brands and customers.
user journey
The five principle take aways from the study are:
• Understand how your customers use the Web, what their information needs are and how they want to engage with you
• Use the right language – human language, not sales and marketing speak
• Make your content useful
• Develop the right search engine presence and deploy the right language in your content
• Harness the adaptive power of language
The white paper and more details about the study can be found on the CDA website: www.webwordsworking.co.uk
Interesting stuff, but many more questions remain unanswered (as always!) and indeed the survey leaves you wanting more similar research to be carried out e.g. across other industry sectors (this study focuses on personal finance) and also across different content platforms e.g. mobile.
Also, the takeaways are fairly obvious, which is fine. But we need to address the ‘So What?’ What do we do with this information and specifically how can we practically apply these learnings to drive more effective brand engagement.
And the good news is that all you have to do is watch this space!…CDA are looking to develop a practical application later in 2009.
Let us know what you think of the findings! And if it’s inspiring enough that you want to learn more along with us!
Tags: customer journeys online, online brand engagement, online language, online linguistics, search behaviour
