AIDA Communication Model and Conversions

The AIDA communication model is generally used to write sales copy. But it can also be used to optimize a website so that it works for your business.

Through this model, you can determine up to which extent your website is user friendly.

In AIDA:

Get the attention of your visitors as soon as they land on your website

If your website fails to get their attention, your visitors will move to your competitors’ website as soon as they arrive on your website. Thus your probability of getting any visibility, sales, or leads is over right there and then.

#1 You can get attention through fascinating layout and formatting.

#2 Make sure that your website is not too wordy. It should not look like a brochure.

#3 There should not be cluttering of ads on your website.

#4 The website design should be appealing enough to hold your visitors.

#5 Use latest tools and technologies to revamp your website.

#6 Listen to your users and develop a website which they want and not you.

 

Raise the interest of your visitors so they browse your website

Ok, now your visitors are on your home page and they like the way your website looks. So, what next?

They must browse your website. What will prompt them to browse your website? Your navigation structure and your content.

#1 Your visitors must be able to find out easily what they are looking for on your website. If they face even slight difficulty, then they would not think twice before jumping to your competitors’ website. Only a clear and well defined navigation structure can solve this problem.

#2 Make sure that every visitor knows where he is presently on the website (by using breadcrumbs), where he has been (by using different color for visited links) and where he can go.

#3 Make your contents interactive and informative. You can make your website interactive by using colorful images, animations, videos and through the use of interactive technologies like Ajax.

Just moving around easily within your website is not enough to raise interest levels. High quality, informative, and interesting content are also required.

Put great stress on content readability and prefer conversational tone while developing content. Stay away from superfluous words and keep your sentences short and simple.

If the content on your website is informative and interesting and you constantly add more and more of it, then people will visit your website often and will also recommend it to others.

Repeated visits lead to user engagement. User engagement leads to brand retention and brand retention leads to more sales and leads.

 

Build a desire for your visitors to buy your products/services

This is one of the toughest indeed. To build desire, it is very important that your visitors trust you and you can’t win the trust of your visitors just through their single visit. Therefore it becomes very important that your visitors visit your website again and again. When a visitor is engaged in your website, he will come back.

Features like blogs, forums, free games, free downloads, free tools, and services, etc can prompt a visitor to visit your website again and again. Such type of user engagement leads to brand retention and brand retention leads to more sales and leads. And that’s why users’ engagement becomes so much more important.

Following are some other powerful ways of building credibility for your business:

#1 Provide accurate and complete description (esp. price) of your products with photos or video sales presentation.

#2 Humanize your brand by providing personalized services to your clients (instead of services like auto-generated mails).

#3 Publish complete information about your business and staff with their photos (if possible) on your website.

#4 Provide complete and accurate physical address of your business (with Google Map) on your ‘contact us’ page. Majority of fly by night and other fraudulent businesses don’t provide their physical address for fear of being tracked down. So now you know why visitors don’t trust businesses which can’t be tracked down.

#5 Associate your business with government bodies, educational institutions, non-profit organizations and trade bodies (like chamber of commerce).

#6 Fight for a cause like global warming, poverty, illiteracy etc.

#7 Get awards, accolades, reviews, ratings and certifications for your products/business from recognized authorities in your industry.

#8 Clearly specify your payment modes, shipping details (shipping service, item location, shipping locations, shipping cost, insurance cost and handling time) and your policies regarding them.

#9 Clearly specify your terms and conditions of sales and legal disclaimer.

#10 Provide after sales services and prominently display it on your website.

 

Encourage your visitors to buy your product/service NOW

If you are in an industry where offering short term direct inducements like free gifts, discounts, special offers, etc is common, then you should also provide the same.

Often visitors change their minds about buying your product when they see that your competitor is providing a special discount or a free gift.

Another reason why visitors who have made up their mind to buy your product/service, suddenly decides to leave is because of your shopping cart. Often, excessive steps in the checkout process are frustrating enough for a visitor to abandon your shopping cart. Make sure that your visitors don’t abandon your shopping cart at any stage of the buying process.

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

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