AIDA Web Design Advertising Model
AIDA is a popular marketing term for a consumer behavior model that describes the sequence of events that lead to a purchasing decision. Initially, the AIDA model was used only in the field of offline advertising, but today it has also found wide application in online advertising as well as in web design. What is this model and what are the features of its use on sites?
The term AIDA is an abbreviation for 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 deciphered as “Demand”, which means “Need”, and also as “Decision”, which means “Decision”. The AIDA model was invented in 1896 in the USA by Elias Lewis.
The AIDA model is considered today a classic model of advertising exposure. According to this model, in order for a consumer to make a purchase of an advertised product or to order an advertised service, it is necessary to first attract the attention of this consumer in an advertising appeal, then arouse consumer interest, provoke the consumer’s desire to possess the goods or receive the service and encourage a final decision – purchase or order.
In web design, the classic AIDA model is mainly used for commercial sites: it is used in the design of “selling” pages, such as product pages (“product cards”) in online stores, as well as in writing advertising texts. Each of the elements of this model can be used as follows.
“Attention”. To attract consumer attention to the advertised product in web design, headers are used, as a rule, in which, if possible, motives and incentives that work for the target audience of the site should be taken into account. If we are talking about the “selling” page of the site, then next to the heading it is useful to place other information that attracts attention: the consumer rating of a product or service, the number of reviews, etc.
“Interest”. In order to develop interest in the consumer after attracting attention, various methods can be used in website design. So, you can specify the features of the product or service that compares favorably with their competitors, you can also list the benefits of working with this site for the consumer.
“A wish”. If in the first two stages of the AIDA model it was possible to attract the attention of the consumer and arouse his interest, then the next logical step is the formation of the consumer’s desire to receive the goods or services offered on the website. To do this, you can, for example, inform the advertising text or on the website page about the limited duration of the advertising offer, give the first N customers discounts, indicate a price unique to the product or service being promoted, etc.
“Act”. The final stage of the AIDA model. Web design uses textual calls to purchase a product or order a service, as well as the Buy, Order buttons. The call to action for the consumer should be clearly visible on the site, and, for example, if it comes to the design of the product page in the online store, then the Buy button should be clearly visible, accessible.
AIDA marketing model in web design is used not only in its “pure” form, but also in various modifications, such as AIDAS and AIDCA. After the four main stages of interaction, the AIDAS model also includes the “Satisfaction” stage, which means “Satisfaction”, and the AIDCA model includes, before the last stage of the main AIDA model, the “Conviction” stage, which means “Persuasion”.
“Satisfaction” in the AIDAS model is the result of the entire process of interacting with the consumer in the framework of the classic AIDA model: if the consumer is satisfied with the result of the purchase, he can become a regular visitor to the site and a regular customer of the company, and he can also tell other customers about his successful experience and thereby bring them to the site. In web design for the implementation of the “Satisfaction” phase, mainly consumer reviews are used.
The “Persuasion” stage in the AIDCA model is included in the number of the main stages of AIDA in order to create a conviction among consumers of the correctness of their choice. On sites, this stage is implemented in the form of messages about how many other consumers managed to take advantage of the advertising offer, or messages about other facts of confidence.
The importance of both the classic AIDA model and its modern varieties for web design can hardly be overestimated, because, by and large, the main elements of these models are used not only in the design of “selling” pages and writing advertising texts, but also in creating sites in general: The design and content of all pages of sites is built so that visitors follow the basic algorithm of “attention-interest-desire-action”.