Conversion Optimisation
User Intent
Plain English
What the user is trying to do.
Definition
User intent is the underlying goal or reason behind a user’s action, glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term, or glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term.
In practice
Used to design content, glossaryPain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term, and glossaryFeatureA feature is a specific piece of functionality within a product that delivers value to users. It represents something users can do or experience as part of the overall product.Open glossary term that align with what users are trying to achieve.
The reality
Users rarely state intent clearly - it must be inferred from glossaryContextThe surrounding conditions that shape behaviour and decisions.Open glossary term and glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is user intent?
User intent is the goal or purpose behind a user’s action.
Why is user intent important?
It ensures products and content align with user needs.
How do you identify user intent?
Through serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service, analytics, and behavioural glossaryPatternA reusable solution to a common design problem.Open glossary term.
What are types of user intent?
Informational, navigational, and transactional intent.
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