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AIDA: Understanding Your Customer' Online Experience and Motivations

There are a huge number of business and marketing models. These theories act as tools to help you to identify practical ways to improve your business. The AIDA (Attention, Interest, Desire, and Action) model was first developed in the late 19th century by Elias St Elmo Lewis. He wrote the model to describe how a salesperson could take their potential customer on a journey. They would start off with a complete stranger to the product and end up closing a sale.

It might seem strange that an idea from 1898 could have so much relevance to the modern world, but AIDA is now found worldwide in every industry. Read on to discover how AIDA can help you optimize your own website or digital presence using the very latest technology. This will streamline your users' experiences and ultimately assist you in making more conversions.


What Is AIDA?

AIDA is an acronym that stands for the four states that the user goes through. They are Awareness, Interest, Desire, and Action. It can be helpful to think of these stages like a funnel. It starts off very wide and narrows as you reach the final stages. You might attract a lot of people to the top of the funnel -- by making them aware of your product or service. However, not everyone will have their interest sparked by that particular product. You need to do what you can to encourage as many as possible to research further.


Once you have an interest established, the next stage is to build an emotional connection with that potential customer. It helps them to feel that they don't just like a product or idea, but that now they want it too. Finally, we issue our Call to Action — and some of our potential clients take that final step to interact with us. This might be making a purchase or signing up for a newsletter, or perhaps downloading a catalog. The better we handle the AIDA funnel, the higher proportion of people we can take with us on the whole journey. An efficient funnel improves our outcomes and our profitability.



How Can We Measure AIDA?

AIDA is so dominant as a theory that many people apply it to one degree or another without even thinking. By taking the time to measure our use of AIDA, we can optimize our digital presence quickly and effectively. We can understand how successful we are at leading users through our process. Then we can make sure that the experience is completely streamlined.

There is a secondary benefit to undertaking this process. Creating a simpler and more intuitive user experience will land you brownie points with search engines like Google and give you an SEO boost.


Simple, easily available technologies like phone or web cameras can be used to measure facial micro-movements and track eye movement. This data allows us gives a quantitative measure of how successful our website is funneling users towards our goal events:

  • Attention: How long did it take for the customer to see our products?

  • Interest: Which elements of our service hold their attention? When the participant's eye settles on a particular product, we know it has caught their interest. There is a high possibility that they would like to learn more about it.

  • Desire: What emotions are our users experiencing? Analyzing facial micro-movements can signify that the potential customer is experiencing positive emotions during their digital experience. Or perhaps they are experiencing a negative emotion! Either way, this creates plenty of evidenced opportunities for improving their experience.

  • Action: Does the user click straight through to a purchase or sign-up, or do they hesitate? Are they considering multiple options before they convert?


How Can CubeGO Help To Optimize the User Experience?

CubeGO is remote user-testing software that gives you access to valuable consumer behavioral insights using these technologies. It is a secure way of setting up an empirical test of the online experience you are providing. CubeGO can set up a test benchmarked against your unique goals - whether they be sales, sign-ups, or other trackable events. You will uncover both the positives and the areas for improvement in your current offering so you can quickly improve your digital UX. Our approach to AIDA would be completely unimaginable to Mr. St Elmo Lewis because we can quantify both conscious and unconscious responses. All of this data is invaluable when tightening up the UX. You can make improvements at every stage. Update the design and layout of your website, or refine the unique detail of how you present each product or service, for example.


Optimize Your Conversions

Using the CubeGO software offers a fantastic return on investment. It exists solely to help your streamline your working practices. You can spend more time converting customers and less time scratching your head wondering what you are doing wrong!

This application works across industries too. Select your test participants from CubeGO's own bank of over 50 million subjects, handpicked to fit your demographic model. Or bring along your own participants and do some real-world testing using your own bespoke study. Contact CubeGO for a demonstration or to get more information on optimizing your customer experience.



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