WHAT IS AIDA AND HOW IS IT USED?
Have you heard of Aida. No, not the opera. Can I have a show of hands that actually knew that there was an opera called Aida. LOL. Okay, well I am sure most people have never heard of the opera much less the principles known as the AIDA principles. AIDA stands for:
Attention. Interest. Desire. Action.
When designing a Website these four elements are what is used to guide the design and make it a useful site.
The difficulty with the Web and Web design is the fact that people don’t spend but a few seconds on a site before they decide to stay or leave. Sometimes a site will lose rank simple because people don’t stick around to see what you are all about. Sure your ranking may have something to do with duplicate content or otherwise poor SEO structure, but more often than not people don’t stick around and that is what hurts your rank. Would you stick around if you had to figure out what the site was about? If people can’t tell what is being sold or discussed they will leave in order to find what they are looking for. Imagine you are looking for a car to buy. Would you stay on a site that didn’t make it clear if they were selling or just reviewing cars? If the purpose isn’t clear people tend to leave.
The A part of Aida stands for attention. You only have a second or so to make your first impression. It better be interesting enough to get their attention. This is one reason why photographers start with an image instead of links to their different galleries. The slider has become quite popular because it too grabs the viewer’s attention right away.
Many times a client’s Website is too full of information. All of the information may be really useful, but it can be so distracting that the viewer gives up trying to figure out where to go first. So hit them with one or two items right off the bat and get their attention.
Once you have their attention, you must peak their interest; The ‘I’ in AIDA.
You are still only dealing in seconds, so be quick and brief. And please avoid the self-promoting and tell the viewer how your service or product can best serve them. You could spend your precious seconds telling the potential client how great you are, or you could explain to them why they need and want you.
For example, which is more appealing to you?
- World’s finest Pizza. The list of how many famous people ate here is so fricken large its ridiculous!
- Fast, high quality pizza with fresh toppings; nearby and cheaper than you might think. Save your dough for the rest of your date!
- Buy one get one free. 30 minutes or less. Fresh ingredients. Piping hot delivered to your door!
Get the customer thinking of why they can’t live without you. Sometimes we hook the viewer with animation or slider. Users will not want to browser your entire site looking for why they need you. People just don’t do that. So give them chunks of information, list and bullet points to get them interested.
Now that you have them interested, you can move on to the ‘desire’ phase. Now you can begin to explain things in more detail. Now is a good time to play that movie explaining your product.
Testimonials and reviews are a great method of demonstrating to the user why your product is recommended. It removes the feeling of risk, and plays on the human instinct to conform.
Now finish the deal with the call to action.
It is extremely important to have your call to action obvious to the user. It should contrast itself from the design and stand out. If you leave the user confused as what to do next you only have yourself to blame.