If you want to increase conversions, you need to leverage the core digital marketing principles that have worked throughout time.
This is true whether you are looking to book more demos, increase sales, gain more subscribers, or boost your SEO ranking.
So in this article, we’ll be covering a proven, tested method to boost online conversions: the AIDA formula.
“A” is for Attention
(Prospects are heavily distracted in the digital age)
Your first job as a marketer is to get attention.
And people today are more distracted than ever, leading to shorter attention spans.
In fact, once a visitor hits your site, you have about 10-20 seconds to captivate them before they bounce.
It’s even worse if you want them to notice your ad on social media. You only have 1.7 seconds to stop them in their tracks.
As you might have noticed, this makes your job much more difficult.
You are competing with every other app, website, game, social media post, video, and piece of content across the globe.
Luckily, there are things you can do to get more people to notice your advertising.
Use the following three concepts as a checklist when designing the top end of your funnel:
1. Make Your Ads Relevant
Relevance is key to grabbing your audience’s attention.
Your headline should clearly be speaking to your target market and no one else.
Use language that your prospects are familiar with and will relate to – the more specific, the better.
This attracts the right visitors while repelling those who aren’t in the market for your product or service.
Not only does this help you generate more attention, but it also helps you spend less money to reach more of your target audience at the same time.
2. Encapsulate the Primary Benefit in Your Headline
Vague headlines and cute puns aren’t going to generate sustainable results for your brand.
In fact, prospects will scroll right on by, meaning you just wasted money, time, and other resources.
As a general rule, always include the biggest benefit of your offer in your headline in a very clear and specific way.
For instance, if you are running an ecommerce sale, it is better to say “Shop Now and Save 40% On Our Red Shoes” than to run a headline such as “Big Sale Today.”
Specificity wins every time.
3. Use Unique and Thought-Provoking Imagery
Who wouldn’t be intrigued by this photo?
Pictures really do speak a thousand words, especially when it comes to digital marketing.
If you are advertising on a platform that allows images, then use them to your full advantage.
Incorporate eye-catching colors, actions, or situations to draw attention to your ad.
This will increase the chances that they actually read your headline and click through to your site or landing page.
However, this is just the beginning of the digital marketing formula. Once your prospect hits your landing page, you need to keep them engaged:
“I” is for Interest
Once you get someone’s attention initially, you have to earn the right to keep it.
Remember, the average person browsing the web today doesn’t have very much patience to begin with, especially if your content isn’t directly important or interesting to them.
To generate more interest in your products and services, be sure to include in-depth information about what problem you solve and how you do it.
This is your chance to provide more information on specific solutions, the advantages of your offer compared to the competition, and your company background.
And don’t forget to position at least one testimonial or review from a happy customer prominently on your site.
If you have done your homework on your customers by qualifying them, then filling in these pieces of relevant information will be a breeze.
Don’t be afraid of writing “too much” content about your product or service.
People who are truly interested want to learn as much as possible about your offer and how it helps them.
As any great marketer will tell you: longer copy converts better.
“D” is for Desire
Whereas you create interest in your product through facts and figures, that only satisfies the logical part of your prospect’s mind.
You must build desire on a deeper, more primal level if you really want to take your conversions to the next level.
And the best way to fire up desire in your visitors is by using emotions.
People actually make decisions out of emotion and then rationalize their decision after the fact using logic.
This is a key concept to understand when aiming to increase conversions.
Thus, if you want your prospect to go from thinking “Well that’s interesting, maybe this can solve my problem” to “I must have it now!” then you need to connect your product to emotions.
You can do this in a couple ways.
The first is by tying your features to actual benefits for the customer.
Features are the physical, logical aspect of your product or service. The benefit is what this feature actually does for your customer.
For example, if you sell home security systems, a feature might be a wireless 4G cell chip. However, the benefit is that they can have peace of mind that their family is protected even if the landline is cut.
See the difference?
Secondly, you can create even more desire by encouraging your prospect to focus on their dissatisfaction right now, contrasted with the utter pleasure and joy they will have once they own or use your product or service.
For instance, a business that offers courses on personal finance might encourage their visitors to “stop feeling so stressed about living paycheck to paycheck and imagine how great it will feel to achieve your financial goals with this new course.”
You are cementing in their mind how you can help them both avoid pain and gain pleasure.
“A” is for Action
The fourth and final conversion optimization step that ties your digital marketing campaign together is action.
You may have caught their eye, interested them in your offering, and ramped up their desire to this point.
But if they leave your site without taking your preferred action then the conversion is lost and your business suffers.
Without action, you have nothing.
This is why you should always include a call to action which helps to prevent visitors from delaying and also provides them with simple instructions on exactly what you want them to do.
Don’t make the mistake of thinking that this action is self-evident or “common sense.”
Instead, take a cue from the UI / UX world — bet on the safe side by assuming that they don’t have enough attention left over to jump through any more hoops without your guidance:
It might seem obvious to you that people need to call your office to schedule a consultation, buy your product before it’s gone, hop on your email list, or share your link with their friends, but your prospects may not understand the best next step without a little help.
So once you have them burning with desire to take the next step and improve their situation, provide them with a clear call to action that leaves no room for ambiguity.
And don’t overthink it.
When in doubt, “Buy Now,” “Share,” and “Sign Up Now” are perfectly acceptable calls to action that cover virtually any situation.
Ready to Increase Conversions for Real?
If you’re ready to get more traffic and conversions with your digital marketing, then it’s time to put everything together and apply these tactics to your specific business situation.
With Attention, Interest, Desire, and Action, there is no shortage of possibilities for your digital marketing results.
The key to more conversions, as with anything worth having, is how you much you study, prepare, and take action.
So spend time understanding your market on a deep level first.
Then, you can use the AIDA roadmap above to bring you more visitors, subscribers, and sales to grow your business beyond your wildest dreams.