{"id":6782,"date":"2016-01-14T17:55:08","date_gmt":"2016-01-14T22:55:08","guid":{"rendered":"http:\/\/www.multiversemediagroup.com\/?p=6782"},"modified":"2022-07-22T23:04:13","modified_gmt":"2022-07-23T03:04:13","slug":"how-to-achieve-effective-landing-pages-using-the-aida-concept","status":"publish","type":"post","link":"https:\/\/www.multiversemediagroup.com\/website-tips\/how-to-achieve-effective-landing-pages-using-the-aida-concept\/","title":{"rendered":"How to Create Effective Landing Pages Using the AIDA Concept"},"content":{"rendered":"<p>To put it in its simplest terms,\u00a0<a href=\"https:\/\/www.multiversemediagroup.com\/website-tips\/what-is-a-landing-page\/\">a\u00a0landing page<\/a>\u00a0is the page on your website a person\u00a0visits after clicking an ad or after a search. Commonly in online marketing, landing pages can also be a stand-alone page, distinct from your website, with a singular focus or objective. But\u00a0once you have\u00a0that\u00a0visitor, how do you convert them into a customer?<\/p>\n<p>There are only a few so-called &#8220;magic\u00a0formulas&#8221; shared amongst marketers\u00a0in\u00a0regards to making a perfect and effective\u00a0website landing page, with one of our favorites\u00a0being the AIDA concept.<\/p>\n<p>Let&#8217;s dive into the AIDA method and how it can help you funnel your customers towards the goal of your choice.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"_The_AIDA_Concept\"><\/span>\u00a0The AIDA\u00a0Concept<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In marketing and advertising, AIDA is an acronym that describes a common list of events that may occur when a consumer engages with an effective advertisement. The individual words break down as such:<\/p>\n<p><strong>A \u2013\u00a0<\/strong>Attention, or Awareness; grabbing\u00a0the attention of the customer.<\/p>\n<p><strong>I \u2013<\/strong> Interest of the customer.<\/p>\n<p><strong>D \u2013<\/strong> Desire; convincing customers that they want, need, and desire the product or service.<\/p>\n<p><strong>A \u2013<\/strong> Action; leading customers towards taking a specific action and\/or purchasing.<\/p>\n<p>The AIDA concept\u00a0is a proven method of how to <a href=\"https:\/\/www.multiversemediagroup.com\/marketing-tips\/how-to-measure-marketing-effectiveness-using-landing-pages\/\">target a market<\/a> effectively; by moving from step to step,\u00a0a certain\u00a0percentage of prospects will be lost, but the remaining customers will be more likely to purchase whichever product or service you offer.<\/p>\n<p>From a historical perspective, the term and approach are commonly attributed to advertising and sales pioneer E. St. Elmo Lewis, who, in one of his publications on advertising, postulated at least three principles to which an advertisement should conform:<\/p>\n<ul>\n<li><strong>To attract a reader<\/strong><\/li>\n<li><strong>To interest a reader<\/strong><\/li>\n<li><strong>To convince a reader<\/strong><\/li>\n<\/ul>\n<p>Since the early 1960s, AIDA has frequently been illustrated in the diagrammatic format of a funnel, indicating that a larger quantity of potential purchasers become aware, as a smaller subset becomes interested and so on; this is often referred to as a \u201cpurchase funnel,\u201d \u201ccustomer funnel,\u201d \u201cmarketing funnel\u201d or \u201csales funnel.\u201d<\/p>\n<p>We can\u2019t stress enough that if you follow AIDA in your web page design and content copy, you WILL\u00a0guide consumers along the experience funnel.<\/p>\n<p>Starting by grabbing their attention and moving on to keeping them engaged, curious or excited enough to keep reading. Then, the object is to build their interest in what you are offering to the point they start to RELATE this particular product, service or information to their own lives.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"AIDA_and_Effective_Landing_Page_Design\"><\/span>AIDA and Effective Landing Page Design<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Okay, so let\u2019s recap a little: <a href=\"https:\/\/www.multiversemediagroup.com\/website-tips\/what-is-a-landing-page\/\">Landing pages<\/a> are a common element on the web and have a specific purpose, which is to encourage a user to take action.<\/p>\n<p>Usually, the action they\u2019re after is for the user to buy a product, sign up to a service or share the page \u2013 fortunately, you can, through design, optimize a page to increase the chances of this happening.<\/p>\n<p>AIDA principles are especially relevant to the design of landing pages, wherein marketing and web design typically meet online. Taking each letter of the AIDA acronym, and looking at how it applies to landing page design, is the way we\u2019re going to break the following section down to make things a lot easier to digest.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Lets_begin%E2%80%A6\"><\/span>Let\u2019s begin\u2026<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h2><span class=\"ez-toc-section\" id=\"Attention\"><\/span>Attention<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If there\u2019s anything you can take out of our inclusive, encompassing blogs it\u2019s that visitors coming on to a site by way of search engines have very little patience and a very restricted attention span.<\/p>\n<p>From the time they click on your ad and hit your landing page, you have only three to five seconds to make a connection. If you don\u2019t, they will \u201cbounce\u201d \u2013 meaning they will leave your site and most likely not return.<\/p>\n<p>But you will still have paid the price of a click for that visit, which only lasted a few seconds; thus, it\u2019s important to focus on how to get their ATTENTION.<\/p>\n<p>When<a href=\"https:\/\/www.multiversemediagroup.com\/marketing-tips\/relationship-marketing-vs-transactional-marketing-a-biased-discussion\/\"> potential customers<\/a> of yours are surfing the Internet, they are in what we like to call \u201cscanning mode\u201d \u2013 so in order to grab their attention, you need to convince them that they have indeed come to the right place.<\/p>\n<p>That\u2019s done by conveying as much relevant information in as little time as possible\u2026and the way to execute this is by boasting a bold headline, preferably your \u201cH1 tag,\u201d which equates to:<\/p>\n<ul>\n<li>What they searched for<\/li>\n<li>The keyword in your AdWords ad group<\/li>\n<li>What\u2019s in the headline of your ad copy<\/li>\n<\/ul>\n<p>This tactic will mostly satisfy Google\u2019s bot that is responsible for determining page quality score, which in turn determines what you end up paying per click. But it also sends a powerful message to the visitor that they are most likely on the right track.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Interest\"><\/span>Interest<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now, you need to generate INTEREST by conveying more information, but also keeping in mind that the visitor is still in the aforementioned \u201cscan mode.\u201d<\/p>\n<p>Use short statements, with a lot of open space, that deliver a bold, relevant message. Here\u2019s how it works: A short, compelling statement or question is the main headline\u00a0and is easy to read.<\/p>\n<p>Add a supporting statement beneath that, in a slightly smaller font size, to reinforce the visitor&#8217;s curiosity. If you&#8217;ve effective written this, he or\u00a0she has gone from being a \u201cvisitor\u201d to becoming a <strong>PROSPECT\u00a0<\/strong>(yay!).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Desire\"><\/span>Desire<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Your goal here shouldn\u2019t be all hype; at this step, you need to further qualify the prospect and inform him or her as to what they can expect if they continue deeper into your website or decide to use your services.<\/p>\n<p>Show them that you identify with what their &#8220;pain points&#8221; are. What problem of theirs does your product or service solve? Why would they be better off if they choose you?<\/p>\n<p>This is the section where you have to validate the emotional side of the decision with the logical side. Think about things like features, social proof, statistics, etc. It should create a desire to move forward to the next step&#8230; and next&#8230;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Action\"><\/span>Action<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The ACTION, or actions, you present should be unique to your business and your product or service. Perhaps the ultimate action you\u2019re looking for is to have the prospect pick up the phone and call you, or send a message using the form on your<\/p>\n<p>Contact page; in most cases, though, that\u2019s too big of a leap for a visitor from search to take within 30 days\u2026they simply wouldn\u2019t be ready.<\/p>\n<p>You need to build more rapport or establish more credibility, and that\u2019s why you should also present a wealth of information in the form of <a href=\"\/content-marketing\/content-marketing-present-future-online-marketing\/\">content marketing<\/a> and\u00a0<a href=\"https:\/\/www.multiversemediagroup.com\/marketing-tips\/the-company-blog-how-blogging-and-seo-work-together\/\">blog posts<\/a> which pull them further into your website and establishes greater credibility.<\/p>\n<p>Having the prospect join your newsletter is a great way to provide them the content they want to see and to remind them you exist on a consistent basis.<\/p>\n<p>When a prospect consistently sees your brand (whether in the form of names, logos, flyers, emails, radio ads, etc) they are more likely to come to you when they require the services or products you provide.<\/p>\n<p>This has been the marketing strategy at Geico since the inception of the\u00a0company. When you think car insurance, you think Geico, am I right? Point made.<\/p>\n<p><em><strong>Pro Tip: using <a href=\"\/video-tips\/value-proposition-video-critical\/\">video on your landing pages<\/a> can help you get through these elements inside of one video!<\/strong><\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Make_it_easier_on_yourself%E2%80%A6\"><\/span>Make it easier on yourself&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are a few very important questions\u00a0to consider when writing the copy for your landing page&#8211; that when having clear answers to, will make this whole process<strong> a lot<\/strong> easier:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_Your_Goal\"><\/span>What is Your Goal?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In a perfect world, what would visitors do upon reaching your page? Would they purchase an item? Fill out a form? Sign up for a newsletter?<\/p>\n<p>Download an EBook? Rip apart their computer, shred their clothes, break out a guitar and start dancing to Bob Seger\u2019s \u201cOld Time Rock and Roll\u201d?<\/p>\n<p>We know that last one&#8217;s\u00a0a bit silly, but our point is this: The first step for any strategy is <strong>determining GOALS<\/strong>\u2026 you have to define conversions before you can track them.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Who_am_I_Competing_Against\"><\/span>Who am I Competing Against?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>What this boils down to is three questions: Who are you competing against, how are they succeeding, and how can you copy their success?<\/p>\n<p>No matter how many centuries tend to pass, imitation is still the sincerest form of flattery&#8211; so if your competitors are doing something that works, follow in their footsteps with your own unique flair.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Who_is_my_Audience\"><\/span>Who is my Audience?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Better yet, what are their hopes, dreams and aspirations? As clich\u00e9d as that may sound, it\u2019s true to some degree \u2013 you see, the better you understand your audience, the more you can cater to their wants and needs.<\/p>\n<p>Unless you\u2019re aware of who your ideal customers are, it will be nearly impossible to write persuasive copy in the voice of the customer \u2013 so get in your audience\u2019s head.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_Do_I_Want_Them_to_Get_to_my_Landing_Page\"><\/span>How Do I Want Them to Get to my Landing Page?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Will they be coming from Google, Twitter or Facebook? Here\u2019s something to keep in mind: Businesses with 30 or more landing pages generate seven times more leads than those with only a handful, so there\u2019s no denying their value.<\/p>\n<p>Your messaging can also change depending on where your customers are coming from; a different message may be appropriate for visitors arriving on your page via Google as compared to those arriving from Facebook.<\/p>\n<p>Using the AIDA method\u00a0on your website is a process that takes considerable time and testing, but here\u2019s what you should take away from this overview: When it comes to visitors from search engines, you need to assume they know nothing about you, your product, or your business.<\/p>\n<p>These visitors do not read web pages, they scan them, so you need a way to quickly capture their attention and then pull them through a process that causes them to take the actions you want\u2026 and how you can accomplish that is encapsulated in this method known as AIDA.<\/p>\n<p><em><strong>Pro Tip: if you&#8217;re using Google Ads, Bing Ads, Facebook ads, etc&#8230; check out our <a href=\"\/resources\/advertising-roas-calculator\/\">Advertising ROAS Calculator<\/a>.<\/strong><\/em><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Recap\"><\/span>Recap<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Using good AIDA principles on your landing pages, good organic and advertising practices, will help you maximize your return for your website. While, there&#8217;s a <a href=\"\/business-growth\/how-to-build-a-website-growth-driven-foundations-checklist\/\">lot more that goes into building a kick but website<\/a>, but focusing on your individual landing pages is a great thing to focus on regardless of where your website evolution is.<\/p>\n<p>Have anything to add? Let us know in the comments.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>To put it in its simplest terms,\u00a0a\u00a0landing page\u00a0is the page on your website a person\u00a0visits after clicking an ad or after a search. Commonly in online marketing, landing pages can also be a stand-alone page, distinct from your website, with a singular focus or objective. But\u00a0once you have\u00a0that\u00a0visitor, how do you convert them into a [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":6793,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_uag_custom_page_level_css":"","_lmt_disableupdate":"no","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[115],"tags":[285,140],"acf":[],"modified_by":"James Castro","featured_image_src":"https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg","featured_image_src_square":"https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg","author_info":{"display_name":"Team Multiverse","author_link":"https:\/\/www.multiversemediagroup.com\/author\/team-multiverse\/"},"uagb_featured_image_src":{"full":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg",701,343,false],"thumbnail":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2-150x150.jpg",150,150,true],"medium":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2-300x147.jpg",300,147,true],"medium_large":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg",701,343,false],"large":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2-695x340.jpg",695,340,true],"lshowcase-thumb":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2-200x98.jpg",200,98,true],"1536x1536":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg",701,343,false],"2048x2048":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg",701,343,false],"showcase_featured_posts":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg",600,294,false],"showcase_archive":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg",701,343,false],"showcase_team_thumb":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg",600,294,false],"showcase_hero":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg",701,343,false],"gb-block-post-grid-landscape":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg",600,294,false],"gb-block-post-grid-square":["https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/01\/how-to-create-effective-landing-pages-using-the-AIDA-concept-2.jpg",600,294,false]},"uagb_author_info":{"display_name":"Team Multiverse","author_link":"https:\/\/www.multiversemediagroup.com\/author\/team-multiverse\/"},"uagb_comment_info":0,"uagb_excerpt":"To put it in its simplest terms,\u00a0a\u00a0landing page\u00a0is the page on your website a person\u00a0visits after clicking an ad or after a search. Commonly in online marketing, landing pages can also be a stand-alone page, distinct from your website, with a singular focus or objective. But\u00a0once you have\u00a0that\u00a0visitor, how do you convert them into a&hellip;","head_tags":[{"tag":"title","content":"How to Create Effective Landing Pages Using the AIDA Concept"},{"tag":"meta","attributes":{"name":"robots","content":"max-image-preview:large"}},{"tag":"link","attributes":{"rel":"dns-prefetch","href":"\/\/fonts.googleapis.com"}},{"tag":"link","attributes":{"rel":"dns-prefetch","href":"\/\/code.ionicframework.com"}},{"tag":"link","attributes":{"rel":"https:\/\/api.w.org\/","href":"https:\/\/www.multiversemediagroup.com\/wp-json\/"}},{"tag":"link","attributes":{"rel":"alternate","type":"application\/json","href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/posts\/6782"}},{"tag":"link","attributes":{"rel":"canonical","href":"https:\/\/www.multiversemediagroup.com\/website-tips\/how-to-achieve-effective-landing-pages-using-the-aida-concept\/"}},{"tag":"link","attributes":{"href":"data:image\/x-icon;base64,iVBORw0KGgoAAAANSUhEUgAAABAAAAAQEAYAAABPYyMiAAAABmJLR0T\/\/\/\/\/\/\/8JWPfcAAAACXBIWXMAAABIAAAASABGyWs+AAAAF0lEQVRIx2NgGAWjYBSMglEwCkbBSAcACBAAAeaR9cIAAAAASUVORK5CYII=","rel":"icon","type":"image\/x-icon"}},{"tag":"link","attributes":{"rel":"icon","href":"https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/02\/cropped-MVMG-app-icon-512-32x32.png","sizes":"32x32"}},{"tag":"link","attributes":{"rel":"icon","href":"https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/02\/cropped-MVMG-app-icon-512-192x192.png","sizes":"192x192"}},{"tag":"link","attributes":{"rel":"apple-touch-icon","href":"https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/02\/cropped-MVMG-app-icon-512-180x180.png"}},{"tag":"meta","attributes":{"name":"msapplication-TileImage","content":"https:\/\/www.multiversemediagroup.com\/wp-content\/uploads\/2016\/02\/cropped-MVMG-app-icon-512-270x270.png"}}],"_links":{"self":[{"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/posts\/6782"}],"collection":[{"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/comments?post=6782"}],"version-history":[{"count":0,"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/posts\/6782\/revisions"}],"type":[{"embeddable":true,"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/types\/post"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/media\/6793"}],"wp:attachment":[{"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/media?parent=6782"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/categories?post=6782"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.multiversemediagroup.com\/wp-json\/wp\/v2\/tags?post=6782"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}