Aida advertising model in web design
Aida model in web design AIDA is a popular marketing term for a consumer behavior model that describes the sequence of events leading to a purchase decision. At first, the AIDA model was used only in the field of offline advertising, but today it is also widely used in Internet advertising, as well as in web design. What is this model and what are the features of its use on websites?
The term AIDA is an abbreviation of the English words “Attention”, “Interest”, “Desire” and “Action”, which in translation means” Attention”,” Interest”,” Desire “and”Action”. In some cases, the letter D of this abbreviation is interpreted as “Demand”, which means “Need”, and also as “Decision”, which means”Decision”. The invented Aida model was created in 1896 in the United States by Elias Levis.
The AIDA model is considered today to be a classic model of advertising impact. According to this model, in order for a consumer to make a purchase of an advertised product or order an advertised service, it is necessary to first attract the attention of this consumer in the advertising appeal, then arouse the consumer’s interest, provoke the consumer’s desire to possess the product or receive the service and encourage the final decision — purchase or order.
In web design, the classic AIDA model is used primarily for commercial sites: it is used in designing the design of pages that should “sell”, for example, such as product pages (“product maps”) in online stores, as well as in writing advertising texts. Each of the elements of this model can be used in the following way.
«Attention». To attract the consumer’s attention to the advertised product, web design usually uses headers, which should take into account, if possible, the motives and incentives that “work” for the target audience of the site. If we are talking about a site page that should “sell”, then it is useful to place other information next to the title that attracts attention: the consumer rating of the product or service, the number of reviews, and so on.
«Interest». In order to develop the consumer’s interest after attracting attention, various methods can be used in web site design. So, you can specify the features of a product or service that favorably distinguish them from their competitors ‘ analogues, and you can also list the benefits of working with this site for the consumer.
«Desire». If at the first two stages of the AIDA model, it was possible to attract the consumer’s attention and arouse their interest, then the next logical step is to form the consumer’s desire to receive the products or services offered on the site. To do this, you can, for example, inform in the advertising text or on the site page about the limited period of validity of the advertising offer, give the first N buyers discounts, specify a unique price for a certain product or service, and so on.
«Action». The final stage of the AIDA model. The web design uses text calls to purchase a product or order a service, as well as “Buy” and “Order”buttons to implement it. The call to action for the consumer should be clearly visible on the site, and, for example, if we are talking about developing the design of the product page in an online store, in this case, you should make the “Buy” button clearly visible and accessible.
The Aida marketing model in web design is used not only in its “pure” form, but also in various modifications, such as AIDAS and AIDCA. The AIDAS model includes the “Satisfaction” stage, which means “Pleasure”, after the four main stages of interaction, and the AIDCA model includes the “Conviction” stage, which means “Persuasion”, before the last stage of the main AIDA model.
“Fun” in the AIDAS model is the result of the whole process of interaction with the consumer in the framework of the classical AIDA model: if the consumer is happy with the purchase, he can become a regular visitor and a regular customer of the company, and he can tell you about their successful experience to other consumers and thus attract them to the site. Web design uses mostly consumer reviews to implement the “Pleasure” stage.
The “Persuasion” stage in the AIDCA model is included among the main stages of AIDA to create a consumer’s confidence in the correctness of their choice. On websites, this stage is implemented in the form of messages about how many other consumers have managed to use the advertising offer, or messages about other facts that cause confidence.
The importance of both the classic AIDA model and its modern variants for web design is difficult to overestimate, because the main elements of these models are used not only in designing individual web pages and writing advertising texts and creating sites in General: the design and content of all pages of sites is built so that visitors follow the rules of the “attention-interest-desire-action” algorithm.