If you’re paying for traffic to your website, you want to make sure you generate the largest ROI possible. I mean, who wouldn’t?
But where are you sending this traffic to? If you are sending it directly to your main website, it’s probably not performing so well.
Rather, a better approach is to send paid traffic to purpose built landing pages optimised for conversion. Facts.
Any seasoned marketer will preach how conversion rate optimisation is a science. With science comes best practices. And with that, we want to share with you a tactic that will be sure to boost your conversion rate and your ROI of paid campaigns. That is, how AIDA applies to landing page design.
How to Use A.I.D.A to Boost Landing Page Conversion Rates
If you are just starting your journey to conversion rate dominance then here’s a little something to help. You’ll first want to choose a landing page builder so you can begin to build conversion optimised pages. We wrote an in-depth articles comparing four of the largest landing page builders.
Now let’d get into AIDA. If you hadn’t guess it yet – it’s an acronym.
This acronym has been around for donkey’s years and is widely touted as the ‘golden recipe in sales‘. It was even used in the legendary film, Glengarry Glen Ross, where Alec Baldwin delivers his famous AIDA monologue. They weren’t talking about how AIDA applies to landing page design but sales itself. That being said, it is also an exceptional model to use in your landing page design as it hits psychological touch points that will ultimately be used to navigate your user into a converting customer.
Let me explain how.
When a user lands on your page – they WILL be in one of the sections in AIDA. It is your job to ensure you move them through to action so that they turn into a conversion.
Your job is to understand which section of the funnel they’re in and then to smoothly move them through to the action phase.
Let’s go through some pointers on each principle.
A – Attention
What is it? Making People Aware That They Need a Product and that it Even Exists in the first place.
The attention part of your mission is to first ensure that the user is fully aware that there is a need in their lives for your product and secondly that they know it even exists and is somewhat attainable. What we mean here, is that if your customer lacks the awareness that they even need your product then they won’t search for it and they won’t pay attention to your adverts if you show it to them.
The user first needs to realise the problem and to understand that it is solvable.
I – Interest
What is it? The user is typically learning about the product or service and evaluating their options whether they want it or not.
They are willing to invest some of their time learning about the products out there. However, the user is still figuring out what exactly they need.
Users can fall into the interest stage extremely quickly and you’ll find a large bulk of your visitors fixated at this point. In this case, you need to peak the users ‘motivation’ for your product or service. Lay off on the hard sell, ease them into it. Selling can be more aggressive as you move onto the latter stages of the sales funnel.
Wordstream wrote a helpful article on landing page copywriting that may help generate interest to your readers.
D – Desire
What is it? The user is now pursuing your specific service. They want it. They are willing to pay for it.
At this point you’ll be very close to the conversion. This is where credibility, trust and social proof become more and more important. Add transactional sureties to your landing page like trust badges, privacy disclaimers under your contact forms, guarantees etc.
There is a high level of commercial intent here. The motivation to buy your product is clear. You now need to focus on the price and ability of the user to be able to convert. You can also delve into more in depth information here as the user has already invested some time into getting to know the market.
In an effort to build up more trust, you can introduce case studies, testimonials, familiar logos (as seen on), awards and accreditations.
A – Action
What is it? Taking the action to actually become a customer.
If the user reaches this stage, they’re hot as hot can be. They want you, they’re ready to buy – do not f*ck it up!
There are no excuses.
Whilst at this stage you need to ensure a smoother than smooth checkout/form completion/ call to action stage. Don’t make it more difficult than it needs to be. Avoid bait and switch. Never introduce shipping fees that were not outline before. Avoid surprises.
And there you go, I hope you have a good idea on how AIDA applies to landing page design. Keep this process in mind and question your traffic source and search intent. Think about where on the process your landing page visitors are. That is a valuable place to start.