If a website attracts a large number of visitors, then it is fulfilling its purpose of promoting the products or services offered by that particular company, right? WRONG!! This is not the case. The traffic will only be profitable if the sales of that company also increase with the number of visitors. This phenomenon is often neglected by a majority of the organizations because they only focus on tools that will increase the ranking of the website and increase the number of hits on that page.
Here, we will review the principles of Attention, Interest, Desire and Action (AIDA) and how they can help create a sales-oriented website. AIDA is a concept which is presented by E. St. Elmo Lewis, who was a renowned advertising advocate. This concept basically emphasizes on the steps and methods that can help in the selling of a product or a service.
Every theory or concept has a building block that helps it prosper and grow into a reality. In case of AIDA, this building block is Attention. Attention is that principle upon which other principles rely, and if this is not able to work properly then the other principles will also be rendered useless.
Attention is a very important element. How can you expect visitors to read if your website hasn’t been able to capture their attention? This is what clients want from their webpage developers. Unique and different ideas will immediately get noticed on internet. However, small innovative things on a website can also help it get up in the rankings of search engines. Some of the common methods and techniques used in the “attention” part of AIDA are discussed below:
Large Text: This has been in the industry since the beginning. Large and bold text helps you to convey the message of the website within a few seconds. These large texts will get the attention of the visitor quickly.
Animation: Sometimes it is more useful to convey your message through images and animations rather than words. This is because images and animations can give information in a shorter period of time and in a more intense form. Furthermore, animations work as a good attention grabber.
Second step is related to the interests of the visitor. Once you have been able to grab the attention of the visitor, now you need to provide information that is of his or her interest. One way is to make the site all about the user rather than the producer. It has been noted that if you focus on the advantages of the product or service rather than the product itself, then it will increase the interest of the visitor.
Thus, you should give the website a personal touch when you are designing it. How can you do this? Well first of all you should be clear and precise in the information you are sharing. You will lose potential visitors if you give so much information that the visitor will be discouraged to read the whole page. Keep it short, crisp and to-the-point. Apart from this, you can use bullet points, numberings, make small paragraphs and if you are giving a tutorial or how-to information then you can do it in steps.
Now that you have the attention as well as the interest of the visitor to your website, you need to make the visitor want your product or service. In simple words, you need to create desire. Creating desire is not a simple process. In many companies a whole project team is designated for this purpose. However, in our case, we have to create desire with the help of an attractive web design.
The main thing about this part is that you have the attention and interest of the visitor, which means he or she is willing to spend more time on your website to get familiar with the product or to gather more information about your company.
You can create desire in the visitor by presenting your product in the best possible light without hiding anything. Over here the moral aspect of a company might play an important part. For example, if a company doesn’t follow moral rules and doesn’t notify the visitor about the disadvantages of the product, then even though it might get huge sales in the beginning, in the long run it won’t be beneficial. So, it is imperative that your product is exactly the way you are presenting it online, and if it’s not then you are destroying your market in the long run.
One way in which you can create a desire in your visitor is by associating your product with celebrities or by giving social proof of your product. This is more like a psychological factor because you are providing them testimonies from users of your product.
Now we come to the last and final step: prompting the visitor to take action. If the visitor doesn’t respond then all your hard work of attracting attention, creating interest and provoking desire would go in vain.
This step is fairly easy but also critical at the same time. You can make the visitor take action with the help of buttons and links that encourage him or her to buy the product immediately. For example, you can make buttons such as “sign up now” or “try now,” etc.
In some cases, it is better to offer the visitor with some trial period so that he or she can check the quality of the product and see if the product suits them or not. This again is a very good way of promoting your business online and increase the ranking of your web page.
Scott Heron is an SEO consultant based in Edinburgh. If you require any online help, give him a shout.
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