Landing pages have now become an important metric in the performance calculation for commercial websites. This means they are not just used to attract website visitors, they are meant to encourage them to remain on the page and do a specific action. Whether you want the user to fill out the form or buy an online course (or whatever), the landing page’s design can influence the decision process of the user significantly. In this case, AIDA model is the choice.
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 conversion. 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 C.T.A.. 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!
If I made it clear enough, at this point it should be easy for you to understand why the roots of the AIDA principle go deep in the consumer’s psychology, and why their performances are so satisfying when it comes to starting the process of conversions. Naturally, it’s up to us designers to make the most of this knowledge in the best possible ways in order to achieve good results.