Landing pages have now become an important metric in the performance calculation for commercial websites. They are not just used to attract website visitors; they are meant to encourage them to remain on the page and perform a specific action, such as filling out a form or purchasing a product. The landing page’s design can significantly influence the user’s decision-making process. In this case, the AIDA model is the choice.
But what is the AIDA model, you ask? It’s a tried-and-tested marketing strategy that has been used for years in various fields, including web design. The AIDA model guides the user through a decision-making process, ultimately leading to a desired action. By following the four stages of Attention, Interest, Desire, and Action, web designers can create more engaging and persuasive landing pages. The benefits of using the AIDA model include increased conversion rates, improved user experience, and better engagement.
Hello, my name is A.I.D.A.!
Web designers have been using the AIDA model for quite some time, this is mainly because it came out to be a powerful tool when it comes to convincing people to make a . Do you want to know why the AIDA model is so powerful? The secret lies in the name!
The A.I.D.A. acronym stands for: :
A = Attention
I = Interest
D = Desire
A = Action
If you think about it is exactly the emotional process that a user has to go through in order to make a conversion.
The AIDA model is not only composed of a design, it is necessary (if not essential) the element of the copy. Appearance and text must communicate a unique and specific message.
Naturally, before designing a landing page, we need to comprehend the most important conversion factors so we can anticipate the user’s actions. In this way, all the elements can be combined to follow the AIDA rules.
The initial part of a landing page MUST capture the visitors’ attention instantly. Also, it has to make the user curious and wanting to receive more information. Generally speaking, you can use a brief and appealing headline with clearly visible and valorised text, the use of a readable font and, if you want to, a first . I’m not a huge fan of using the contact form at this stage but I’m going to explain my reasons to you at the end of the article.
This part has to convey information about the offer or the company and it has to include valid arguments that support and elaborate the message provided in the title. The best way to arouse someone’s interest is to list the possible benefits concisely to let the visitor quickly read and understand, bullet points are a classic example. Personally, I prefer, if possible, to present the information in some more appealing format like video animation or images with text on them (a slider works as well).
The “desire” can be translated as the reason (final meaning) a visitor should use (or desire) the product or service we designed the landing page for. In my opinion, the best way is to make the most of what is known as social proof. Using proofs left by real users, or, showing famous brands that have utilized or purchased the product on the landing page, usually builds trust in people. And let’s be clear, if there is no trust there is not going to be purchase either. The reason why it is fundamental to be sincere and, whenever possible, (e.g. selling a book) show your face!
And, finally, a strong call to action completes the story developed on our landing page, exactly where the visitor has been convinced that is the right solution to their need. We discussed what can be around a CTA and what the CTA actually is. Personally, my advice is to place the button, or the CTA in general, in a blank space so as to make it visible and distinguishable from other elements on the page. About the choice of colours for the Call To Action, there would be much more to say but this is not the topic of this article. You can learn more about it in this article on digitalsynopsis.com
Why should you place the main Call To Action at the end of the landing page?
In an experiment of MarketingExperiments, it has been pointed out how shifting the CTA at the end of the page (not too long or we could lose the visitors attention) lets the users process the information and leave them the right amount of time to make a decision.
The same reasoning is viable when it comes to filling out a form, placing a series of well-thought-out CTA on the same landing page is allowed too. Here also, my advice is to not overdo, a well structured CTA can be absolutely enough and bring conversions more than an infinite number of “click here” buttons spread upon the page
The image displayed down below is another experiment made by ContentVerve and it shows how the position of the CTA has, in that specific case, brought an increase of 300% in conversions.
And now it’s time to say goodbye!
Now that we have explored the AIDA model and its practical application, let’s dive into some tips for implementing it effectively:
- Research your target audience and their needs, preferences, and pain points. This will help you create a landing page that resonates with them and effectively addresses their concerns.
- Use high-quality visuals and clear, concise copy that communicates your message effectively.
- Test different variations of your landing page to find the most effective combination of elements for your target audience.
- Monitor your landing page’s performance and make adjustments as needed to optimize its effectiveness.
By following these steps and keeping the AIDA model in mind, you can create highly engaging landing pages that lead to increased conversions and improved user experiences. With this knowledge in hand, it’s time to put the AIDA model to work and achieve great results for your