AIDA in e-commerce. Is it possible to adapt the old scheme to the new realities?
You've probably come across the abbreviation AIDA? However, it is not related to Giuseppe Verdi's opera and is slightly younger than the work of the outstanding composer. AIDA is an abbreviation of the first letters of the English words for attention, interest, desire and action. These words describe four consecutive customer reactions to the product. Is the old scheme that already existed before the Second World War still useful? How does AIDA work in e-commerce and what form does it take?
What does AIDA mean?
In the professional literature on marketing, the term AIDA appeared before the Second World War, and in Poland in 1937 it was baptized as UZDA. It is an acronym made up of the first letters of four words.
A - Attention (Polish note) - the customer pays attention to the offer
I - Interest (Polish interest) - the client becomes interested in the offer
D - Desire (Eng. desire) - the customer begins to desire the goods
A - Action (Eng. action) - the customer purchases the goods
They mark the next four stages of the path, at the end of which the customer purchases the goods. These are also the tasks that the seller has to face - attracting the customer's attention, making him interested in the offer, arousing the desire to have the goods and finalizing the purchase. AIDA is an almost classic term in marketing. They are sometimes appended to the four-letter abbreviation S for satisfaction or L for loyalty.
Is AIDA applicable in internet marketing?
Although it was discussed whether the already old scheme, which is AIDA, is still useful in the era of internet marketing, it has not really lost its relevance. Only the methods of operation changed slightly, while the skeleton itself remained unchanged. When selling on the Internet, we also need to initially attract the customer's attention and interest them in our offer. Next, we have to present that our product meets all customer requirements. Finally, he decides to buy our goods.
We will cover all four elements of AIDA in relation to e-commerce. We assume that the last A will in practice mean making an online purchase.
How to attract the attention of Internet users?
At the very beginning, your task will be to gain the attention of an Internet user who - we assume - is interested in buying a product, but does not know exactly what it is yet. How to get his attention?
First of all, take care of positioning to make it easier to find yourself among the search results. Pay attention to the keywords that you have matched to your page, as well as what the internet user browsing the search results learns about your website. Work on the title and meta description, make it catchy and not overly informative, thanks to which network users will be more likely to find your page.
Also, remember to run an advertising campaign - try to reach the customer and gain his attention, using not only simple banners or pop-ups. Try to profile your ad in terms of different user groups, broadcast interesting virals on the web, and appear with your company on social media.
How to attract a client for longer?
The second stage of AIDA is interest. Your task will be to make sure that after gaining the attention of the Internet user, you do not lose it too quickly. You need to do something to keep the visitor on your site for a long time. Then the customer will be interested in what you have to offer and will start looking for additional information about the goods on the website.
First of all, don't be monotonous - try to diversify the content that the internet user comes across on your website. Let them not only be dry offers, but also interesting texts about the available goods and the industry in general. Find a place for polished graphics and videos, e.g. from testing the equipment you sell. Provide practical advice on what to look for when buying certain products, how to handle them, etc.
Second - pay attention to the readability of your website and navigation on it. If you find it difficult to navigate through it yourself and it is not always easy for you to find the issue you are interested in, do not count on the client being more persistent. He will simply withdraw from it and choose the competition option. Use the results of eye- and clicktracking research.
Third - choose what advantages you want to present and strongly and clearly emphasize them on your website. Regardless of whether you focus primarily on low prices or maybe on professionalism and experience in the industry.
When the customer begins to desire the goods
How to arouse in the customer a feeling of desire for a given product, which is the third, penultimate step before buying in the AIDA scheme? It is not easy, but it is worth bearing in mind a few tips that may facilitate it.
First of all, try to simplify the form of customer contact with you as much as possible - be it via a form, traditional e-mail, Skype, Facebook or other social media. Let the client feel that he can turn to you with any doubts or questions and will receive a quick and specific answer.
Second, reassure the customer about the security of the transaction and the guarantee of high-quality goods. It seems obvious, but it is worth remembering. Also, make sure that the customer can easily find as much information as possible about the goods on your website.
The customer is very close to the purchase and you must act with precision. At this point, even a small mistake may make him resign from buying the goods. Therefore, it is worth paying special attention to the recent activities under the AIDA scheme.
Making a purchase
Ultimately, the customer decides to buy, so according to the scheme, he takes a specific Action. First of all, you need to facilitate the purchase procedure for him as much as possible - reduce unnecessary complications, reduce "bureaucracy". On the other hand, make sure that the customer feels honored by purchasing your goods - propose a competition with prizes for store customers, an occasional voucher, a loyalty program or other gratification.
Remember that the Action does not have to be just a purchase - it can be, for example, signing up for a newsletter, "liking" a page, ordering an information catalog, etc. Regardless, it is worth preparing a reward for the client for the action taken.
What after AIDA - S or L?
In professional literature, the AIDA scheme is sometimes extended by another letter. Older items mention the letter S, meaning Satisfaction, and newer ones - the letter L for Loyalty. You can probably say that L comes from S. A satisfied customer can become a loyal customer, choosing primarily your company's products or services. It is related to the so-called The Second Moment of Truth, when the customer verifies by use everything that he learned about the product before buying.
If the Second Moment of Truth is successful, the client is satisfied. As a result, he will definitely recommend your products to his relatives, and also more willingly decide to buy another product via your website.