Marketing models have changed a lot over the past 20 years, but the AIDA model exists both online and offline.
We’ve heard many arguments from marketing professionals that the marketing funnel is unnecessary now because people make decisions on a more linear path, but how exactly do you use marketing strategy? Can you create something that works for your business?
Google says people often consult up to 10 sources before purchasing and that shopping behavior is no longer linear. But maybe marketing funnels aren’t dead. Perhaps they have just changed in line with the world around us?
The acronym AIDA is a helpful tool for ensuring that your copy, or other writing, grasps user attention. The acronym stands for:
- Attention
- Interest
- Desire
- Action
These are four steps you need to take your audience through if you want them to buy your product or visit your site or take on board the messages in your report.
What Is AIDA?
AIDA is an acronym that stands for Four Basic Principles of the AIDA Model for Digital Marketing and Advertising. Each principle represents a stage through which the marketing campaign must take for the consumer to become a customer.
AIDA is a marketing funnel effects hierarchy model. Every user has to go through a step to move on to the next step. For example, suppose you don’t get first capture consumers’ attention. In that case, you have no hope of compelling interest in your product or service, and you certainly can’t expect them to take action and buy an item that hasn’t inspired interest.
In this way, the hierarchy of effect looks like the critical funnel in marketing: with each step, fewer people move toward the end of your product. Likewise, the order of impact mirrors the important funnel in marketing. As people move through each phase, fewer people move toward the final set of your product. So, for example, let’s imagine that you have captivated the attention of 80 percent of your overall audience with your initial ad, to the point where they wish to learn more about your goods or your organization as a whole.
Then, only a portion of those with the desire will reach the tipping point and commit to making a purchase. In this way, the AIDA formula narrows the number of consumers involved with your campaign until the last few convert into customers.
As AIDA became a prominent tool for data-rich contexts, the method became famous for building better websites.
A- Attention
Are you able to capture visitors’ attention to your site in the first five to ten seconds? In 2006, research by Invesp showed that online visitors decide whether to trust a website in 3 seconds.
Attention Test: Answer these questions for your various web pages:
- Does your page convey trust to visitors?
- Can you find visitors and stimulate their interest in the first 5 seconds?
3. Do you employ appealing graphics to entice visitors to your website?
4. Can you spend time carefully crafting headlines and titles to attract people’s attention?
5. Are you using unexpected happenings to attract visitors’ attention?
I – Interest
You caught your visitor’s attention and influenced him to give you a chance. The next thing is – do you capture the interest of your site visitors? This is where cognitive progression plays a role. You predict your visitors’ needs, mindset, what information they expect to see, and present that information in a clear, concise, and persuasive case.
Test of Interest: Answer these questions for your various web pages:
- What is the essential information your visitor sees on a page?
- Is your page visitor-friendly?
- Is it easy for your visitor to quickly find the information they need?
- Do you present the information clearly?
- Does the information presented on the page relevant to the visitor?
- Do you give your visitors a reason to stay on the page or website?
D – Desire
Your visitors are interested now; after that, you have to make them believe that they want and desire the product and satisfy their needs.
Test of Desire: Answer these questions for your various web pages:
- Can you convince visitors to stay on your website?
- Can you persuade visitors to convert?
- Are you able to persuade visitors to refer friends and family to your site?
- Do you use special offers to increase visitor interest?
- Can you use urgency and incentive to increase visitor desire?
- Do you effectively communicate the benefits of the unique product or company?
- Do you use the “must-have” effect to increase visitor’s desire?
A – Action
Every page on your site has the primary action you want visitors to take. Yes, we want visitors to convert ( place the order, fill out the contact form, subscribe to website newsletter, etc.), but to achieve that macro conversion, the visitor has to go through a series of micro-conversions (read a piece of copy, click on the link, navigate to the page). You have to go through a smaller “yes” series to reach the big “yes.” Think about how you motivate your visitors to act: do you gently guide the visitor to take action? Which method works best for your visitors?
Test for Action: Answer these questions for your various web pages:
- Do you have the most critical action (immediate action) defined for the page?
- Do you highlight key steps on the page using copy and design?
- Is it clear, logical, and desirable for all users to take the key steps?
- Are your taking immediate actions from one page to the next laid out in a persuasive and straightforward process?
You can contact us if you want to apply the AIDA model in your marketing strategy. Our experts are here to help you for free. Call now!