Improving the content using AIDA Landing Page Journey improvements.
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Transcript of 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
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
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
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
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.
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