AIDA (Attention, Interest, Desire and Action) is a method focused on understanding consumer behavior and, thus, guiding it in a more satisfactory way through the Sales Funnel, considering their thoughts, desires and needs. AIDA then walks through the Buying Process.
There are many theories that try to analyze consumer behavior. In the digital world, the acronym AIDA (Attention, Interest, Desire and Action) is one of the most popular ideas and defines the cycle through which people go before converting.
The AIDA concept is very important for those who work with Digital Marketing, since the page design must take into account each of these steps.
In itself, it represents the four phases or “stages” through which the client must progressively go through to make the decision to convert.
We are going to talk in this post about each of these stages and how to use the concept to increase your conversions.
What is AIDA?
In addition to the basics, that is, the meaning of the acronyms (Attention, Interest, Desire, Action), we can define AIDA as a methodology used in Marketing and Sales to better understand the behavior of Leads – potential customers.
The concept is based, mainly, on the journey of the traditional consumer buying process, which goes from the Lead’s first contact with your company to the closing of a sale or not (decision moment).
It starts with what the lead needs to actually move through the sales funnel and make a purchase. To understand better, you can ask yourself some questions:
- What does the Lead think?
- What do you want more than anything?
- What do you need to close a purchase?
Based on the answers, the steps you “must” follow to get there will be elaborated and thought out with more care.
The stages of the AIDA method
Now that you know what AIDA is, let’s explore all the steps of the acronym in detail. This will make it clearer what each one represents and how to explore them.
The main objective of the first stage of the AIDA concept is to get the visitor’s attention; make him perceive the offer.
Therefore, it is important to take care of the use of colors, size and position of the elements of your page. Leave the strong, contrasting colors and the prominent position only for what is really important for the user to perceive. Having a fast website also makes a difference.
Calls-To-Action are very important right now. To delve into this topic, we recommend you read this post.
More important than capturing the visitor’s attention is to awaken their interest. Highlighted information, such as titles, subtitles or banner texts, should show the visitor that your company has something that they need, that it is worthwhile.
If you work with Google AdWords , for example, you surely know that the conversion rate increases a lot when the searched keyword stands out in the Landing Page . This attracts the visitor and allows them to move to the next step. That wouldn’t always happen if the keyword was in the middle of a paragraph, without any highlighting.
While the previous stages of AIDA usually do not exceed a few seconds, at this stage it may take a little longer. Here, the attractive information for the visitor is analyzed in more detail by him and he observes if the offer is capable of meeting his needs; if it is a valid and reliable option.
Confidence indicators (testimonials, customer list, guarantee forms, customer comments, etc.) are usually responsible for significantly altering the conversion rate .
An important observation: in simpler conversions, such as downloading an eBook, it is not necessary to add testimonials or customer lists on your Landing Page. The icons that show the number of times the material was shared on social networks , for example, are already enough to show that the content it’s worth it.
In the action stage, your company’s role is not to disturb the visitor.
Having clear instructions on what to do, maintaining a consistent flow during the conversion and not requiring sensitive information or long forms, the conversion tends to happen. If you are writing an article, for example, this is the time to place the Call-to-Action . Let’s see this example:
If you want to know more about copywriting and conversion, download our eBook for free: How to create Landing Pages that convert .