You've successfully encouraged people to visit your website through a great creative marketing campaign. Now the test is whether your website is up to the challenge of converting attention into action.

Traditional sales and marketing leverages the four stages of the decision making process (commonly known as AIDA it stands for Attention, Interest, Desire and Action) to move people from curious to customers all the time, yet many neglect AIDA when designing their website.

Tips for your website

Using AIDA we've come up with some thought provoking tips to help you improve the lead conversion capabilities of your website.

Attention [Ongoing scanning process]

• If people can't find what they want on your website easily, they'll assume it doesn't exist.
• When you emphasise lots of things on a web page, they all appear to have the same importance so they all have none.
• Waiting for forms to process, pages to load or a redirection increases frustration which becomes a barrier to doing business.

Interest [Split-second surge of focused intention]

• Answer the specific information needs of the people who cisit your website so that they can easily accomplish what they want to do.
• When you group information for specific segments of your target market under a menu item it makes it eay for people to work out where to look for answers.

Desire [Research mode]

• Let people know they are valued and appreciated by helping them to feel understood, knowledgeable and powerful.
• Have testimonials, awards and trust symbols to make people feel safe - be honest, open and credible.

Action [Interaction]

• Keep the number of steps required to accomplish an interaction down to a minimum.
• Pop-up windows that open during a transaction are a surprise that causes confusion and results in many abandoned interactions.
• Help people complete interactions by removing distractions and unnecessary tasks.

By getting back to Sales and Marketing basics with AIDA you'll transform your website into an active lead converter.

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