Landing Pages As Well As The Determination Making Process

Landing page optimization as well as testing is a complex activity that requires noesis of many fields, including usability, re-create writing, as well as Web design. But at its core, we're nevertheless trying to influence the behaviour of people, as well as human nature hasn't changed.

At the destination of the 19th century, Elias St. Elmo Lewis pioneered a framework for describing stages of consumer involvement as well as behavior. In effect, he created the modern concept of the sales funnel. All people were idea to progress through iv stages covered past times the acronym AIDA.

· Awareness: Someone realizes that unopen to reveal of possible actions is available to them.

· Interest: They actively self-select as well as present a preference for a item course of education of action.

· Desire: Their enthusiasm grows every bit they investigate the course of education of action.

· Action: They're moved to deed as well as reap the benefits of the course of education of action.

The cardinal to properly applying this model to landing pages is to brand certain that there's continuity as well as catamenia to back upwards a visitor's progression through each of the steps. None of the steps tin flame survive skipped, as well as all of them must travel on inwards sequence. That's non to state that equal emphasis should survive placed on each inside your landing page, or that visitors volition pass an equal amount of fourth dimension inwards each step. But at that spot should survive a clear path, as well as the proper back upwards to cash inwards one's chips along them moving forrad toward your conversion goal.

It's too helpful to realize that AIDA applies to dissimilar scales of tasks as well as dissimilar fourth dimension frames. If I'm a consumer researching which estimator to buy, I may make got days or weeks to brand my decision. My interaction alongside your Web site may survive alone ane of dozens. I may make got long agone forgotten most your Web site past times the fourth dimension I brand my ultimate conclusion (depending on when I visited it, the intervening enquiry that I've conducted, as well as the uniqueness of your companionship as well as its selling proposition).

At the other extreme, the Web supports small-scale as well as short-duration micro-tasks that may travel on inwards a fraction of a second. Sometimes the work that you lot wish the user to perform is exactly to click through to unopen to other page on your site. Yet the same iv steps must nevertheless travel on during the catch for the conversion activity to occur.

Ultimately you lot must attention to respond 2 questions for a visitor to transcend through all of the AIDA stages:

· Do you lot make got what I want?

· Why should I larn it from you?

This procedure may non travel on during a unmarried catch or interaction. The ultimate goal may survive weeks or months away. But you lot must render a clear path to that goal, every bit good every bit back upwards along every footstep of the way. If your conversion activity typically has a long delay, so movement to render mechanisms to tape your visitors' progress, as well as restart them inwards the most recent as well as relevant terra firma upon their subsequent render visits to your landing page.

The typical fourth dimension spent inwards the awareness as well as involvement stages on the Web is real short. The "do you lot make got what I want?" inquiry is to a greater extent than frequently than non answered during the wish stage.

However, wish can't fifty-fifty travel on without attending as well as interest. Similarly, although the mass of "why should I larn it from you?" is answered during the activity stage, it can't fifty-fifty survive reached without passing through the other 3 stages inwards order.

Make certain that the correct people are guided through the correct activities inwards the correct gild spell they're on your site. If you lot make got a disciplined approach to making certain that every AIDA footstep is addressed for your visitors as well as their specific conversion tasks, you lot should significantly better your conversion rates.

Share this post