Improving the content using AIDA

Landing Page Journey improvements

WHAT IS AIDA

AIDA describes the process that occurs when a user engages efficiently with the content of your website.

A = Attention: Get people to stop and notice you.

I = Interest: Show benefits to keep their interest.

D = Desire: Convince them they want the product or service.

A = Action: Get them to take an actions.

Let Alec Baldwin's tell you more

From the film Real Estate

HOW IS AIDA USED

A I D A

A site visitor will always be experiencing one of the four AIDA attitudes in relation to your marketing activities.

Your goal is to get as many of them through to the last attitude!

A IDA

A= ATTENTION

A IDA

Attention: Get people to stop and notice you.

A = ATTENTION

A IDA

Prague city breaks - weekend & short breaks to ... - Co-op Travelwww.cooptravel.co.uk/city-breaks/Prague/Cheap City Break to Prague. Cheap City Breaks to Prague Stunningly beautiful, cheap weekend breaks in Prague take you to the City of a Thousand Spires.

Cheap City breaks Prague

The Attention starts on Google and flows onto the landing pages. This needs to be much better crafted by improving the first bit of content.

No real mention about Cheap subject, as the title suggests till the last two sentences. This needs to be moved above the fold to keep peoples attention on this Journey.

Focus on attention here and build desire later on in the journey.

Cheap weekend breakThis link looks like the way forward but when you click it you leave the Prague journey you are on.

1

2

3Lost

Using the 5% discount message or AdWords location targeting would really get peoples attention.

A = ATTENTION

A IDA

The difference between the co-operative and cooptravel needs to be made clear in the header.

Confusion reflected on Facebook

I = INTEREST

A IDA

Interest: Show benefits that are relevant to the customers.

I = INTEREST

Better images would help learn about the location and importantly drive interest on the page.

No images at all in the SKI section

• I want to see what the city is like.

• I want to see a land mark / historic building.

• I want to see what locals culture is like.

• I want to see what the countryside is like.

• I want to see what the nightlife / shopping is like.

A IDA

I = INTEREST

The content need to work a lot harder. To keep peoples interest they need to pick out the information that’s relevant to them.

Trigger words need to be visible and obvious.

The text should be broken down into standard sub sections that have a unique context.

This would also help orientate users and allow them to compare destinations page for page.

A IDA

I = INTEREST

Help people pick out the details they need to know

Compare resorts in Rhodes

Fine dining locations

No of barsNo of restaurants

No of night clubs

Rhodes town

Lindos

Faliraki

Pefkos

145 64 12 5

62 22 4 3

42 72 0 23

6 12 2 0

A IDA

J F M A M J J A S O N D

14 1416 20 26 26 26

2016

12 12 14

Average temperature

Help people make a choice

D = DESIRE

A IDA

Desire: Convince them the product or service is something they want.

TRUST

To build desire you have to build trust.

[Source: Ofcom, March 2012]http://stakeholders.ofcom.org.uk/market-data-research/media-literacy/archive/medlitpub/medlitpubrss/adults-media-use-attitudes/

Formal messages of trust more important to customers then in 2005!

The trust message is important at every stage of the journey.

A IDA

D = DESIRE

Is the relevant enough to weren't its prime location at the top.

These messages are duplicated. The logo is stronger.(72% recognition of logo in UK)

These messages would be stronger if brought together.

A factoid would support this claim.

The trust message need to have more impact. It is woolly!

Is the relevant enough. 5% Include saving.

A IDA

This needs to explicitly reference co-operative membership for people that have membership.

It needs to be linked to the sign-up page for people that don’t.

The membership customer journey is confusing

It need to be explained what the difference is between the cooptravel and the co-operative membership as they are different brands.

D = DESIRE

A IDA

D = DESIRE

Social Validation is a very powerful online decision-making influence.

A IDA

The theory of social validation"When we are uncertain about what to do we will look to other people to guide us. And we do this automatically and unconsciously."

Some of this social commentary needs to be brought onto the website to validate the pages. User generated video content would give it a real boost. Maybe a competition to review a holiday location.

A = ACTION

A IDA

Action: Get them to take an actions.

A = ACTION

The links in the text are unhelpful, they lead you around but you never get closer to a holiday. This becomes frustrating.

When I click this I want to see cheap weekend breaks in Prague.

When I click this I want to see short Christmas breaks in Prague, preferably on Wenceslas square.

A IDA

A IDA

A = ACTION

Each section could help people to take the journey through the site they want

The small towns around Rhodes such as Lindos offer cobbled streets lined with quaint craft shops, tavernas and restaurants. Modern Rhodes Town also has plenty to offer, with vibrant clubs, bars and restaurants and Faliraki has everything that clubbers want.

IbizaPamplona GreeceTropez France

Alternative night life destinations

Compare resorts in Rhodes

Fine dining locations

No of barsNo of restaurants

No of night clubs

Rhodes town

Lindos

Faliraki

Pefkos

145 64 12 5

62 22 4 3

42 72 0 23

6 12 2 0

Going out, Restaurants Bars & Night life

Show me holidays

Show me holidays

Show me holidays

Show me holidays

Show trigger words for next best option.

CorfuKefaloniaCrete

People went on to book

A IDA

A = ACTION

Personalisation and contextual content

Rhodes benefits from the desirable Mediterranean climate of hot, sunny summers and mild winters. The island’s 300 days of sunshine per year have helped make it the popular tourist destination it is today.

J F M A M J J A S O N D

14 1416 20 26 26 26

2016

12 12 14

Average temperature

Show me holidaysBetween Dec 2 – Dec 16

IbizaPamplona GreeceTropez France

Top winter sun destinations

Christmas Germany marketsChristmas on Wenceslas square

Top Christmas destinations

Show trigger words for next best option.

Weather

A = ACTION

A IDA

Next steps

Attention Improve the start of customer journey from Google into the content.

InterestBreak content up into sections and add scannable information. Improve quality of images.

DesireImprove the trust message. Add social validation (user generated)

ActionLet users navigate through the content to where they want to go next.

A = ACTION

A IDA

Next stepsIt’s more efficient to try something out and quickly learn how it can be improved.

UX REVIEW

Usability

Test

Testing

TestingTesting

Prototype

Pre launchLive

Users

The tools used to build a great website

Test cycle

Usability testing

Heuristics, Research and Best practice

UX REVIEW

Conversion rate optimisation

A/B Testing Web Analytics

The tools used to build a great website