In part one of this blog, we looked at two fundamental marketing concepts: attention and interest. In the second half of this two-part blog, we will look at the next two components of the AIDA formula that is geared to increase your conversions: desire and action.
Desire
Once the visitor is convinced that you have something to offer that they are interested in, it is time to take it to the next level. Bring on the emotions. Create a desire to own your product or service by engaging the customer while describing your terrific product or service. Bring on the customer testimonials and strong benefits, and bring the product closer to the customer, more personal.
This is where your time spent on market research will really start paying off. The more you know about your prospects, the more you know how to engage them. Learn about their needs and wants, and you will know how to appeal to them. Look into behavioral targeting techniques.
Action
The holy grail of selling: the sale itself.
While the AIDA model is most often discussed in the context of selling a product, or service, in fact, it can be applied to any number of conversion scenarios. No matter whether you are "selling" your customer a product, an idea, a service, or a newsletter subscription (even if it is free), you are leading them on the same sales path from attention to action.
You are:
Converting their attention…
Into interest…
Creating a desire…
And, of course, getting them to take action.
Always include calls to action in the places where action would naturally occur. For example, at the end of a long product review, don’t make the visitor scroll back up to click through to the merchant, put a text link at the bottoxm of the review: "Click here to buy this product at thisfinemerchant.com now!"
After reading a page-long sales copy, we can safely assume that the reader is interested in the product and maybe ready to buy, so make it easy for them to do so.
With any call to action, always be clear in what you want the visitor to do. "Click here, buy now, compare this, subscribe now" are strong calls to action and also tell the visitor what they can expect by clicking that link.
AIDA is more than just another fancy acronym. It’s a great, simple rule of thumb to keep in the back of your mind when you are building and optimizing your site.
July 30th, 2009 at 1:15 pm
Never sell the feature but the benefit of the product to the user. The ability to convert the targeted traffic to the buyer is the key success factor for online business. The strong call to take action now is vital to convert the traffic to the buyer.
To your success,
Bryan Hee
July 30th, 2009 at 2:57 pm
Having been is sales for over 20 years, i have found that as you are feature benefiting any product interaction is required to have the prospect move to action. This is caused by value when the perceived value exceeds the payment for product this is when the sale occurs. So if what you are selling has a high perceived value with little or no risk for lost by the prospect. The Sale occurs, (By Now) we have both benefited and you perceive what i mean:-)
July 30th, 2009 at 3:50 pm
I am trying to learn to give out tons of information
to build relationships.
One thing I have done recently is add my picture.
Simon Leong at the PPC Live in Las Vegas said Google will love it
but also people have some one to connect with.
Instead of reading words they can see who is communicating with.
I also will be installing a small player.Video is powerful
and you can establish Branding and Bonding with your customers.
Jing
Maui, HI
July 30th, 2009 at 6:44 pm
Very Good!
July 30th, 2009 at 8:55 pm
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July 30th, 2009 at 11:25 pm
You guys are awesome, I really enjoy this report. I am grateful that you able willing to help a starter like me a hand by given free lectures. thanks kindly.
July 31st, 2009 at 1:43 am
thanks your informasion……………..
July 31st, 2009 at 11:12 am
Thanks for sharing such a valuable information. Its really a great report. Thanks a lot guys…
July 31st, 2009 at 12:06 pm
Thank You for this inspiring information
July 31st, 2009 at 3:56 pm
Great content, as a constant searcher for the truth in an often shark-invested business of internet marketing it is a lifeline to read fact. Sales whether online or off-line takes careful due diligence and a good executable plan to succeed. Correct knowledge can be a powerful tool in learning the power of sales and conversions. Keep up the good work. Cheers.