Ch 4

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Ch - 4

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Ch 4

  1. 1. Ch – 4 Understanding The Decision Process
  2. 2. Overview of the Decision Process (AIDA) • Awarness ( Attention) • Interested • Desire ( Decision) • Action Landing page should be desgned for four main user types corresponding to the mind set of each stage: • Browsers • Evaluators • Transactors • Customers
  3. 3. Ultimately you must help to answer 2 questions for a visitor to pass through all of the AIDA stages • Do you have what I want? • Why should I get it from you?
  4. 4. Awareness ( Attention ) What information consumes is rather obvious : it consumes the attention of its recipients. Hence, a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it. -Herbert A. Simon
  5. 5. You’re not paying attention. Nobody is. - Seth Godin , Permission Marketing
  6. 6. Permission Marketing has 3 key attributes: Anticipated : You prospects actually wants to hear from you Personal: Your messages are tailored to each person Relevant : Your messages directly relate to visitors needs.
  7. 7. The Rules of Web Awarness • If the visitor cant find something easily, it does not exist • If you emphasize too many items, al of them lose importance • Any delay increases frustration
  8. 8. Keys to creating Web Awarness • Stop screaming at your visitors • Eliminate unnecessary choices • “Unclutter” what remains
  9. 9. Interest • The key to creating the interest is to focus on the visitor. • Elements of your landing page must be relevant to them, and they must self – select because they recognize this relevance.
  10. 10. The Rules of Web Interest • Understand who the visitor is • Understand what the visitor is trying to accomplish Web interest comes in 2 main flavours: • Self selection • Need Identification
  11. 11. Desire • With the visitors I the desired stage, you get the precious gift of having them spend tme on your landing page or website. • You have piqued their interest and they are now going to check you out. • You are engaged in a subtle seduction to continue to increase your visitor’s desire.
  12. 12. The Rules of Web Desire • Make the visitors feel appreciated • Make the visitor feel safe • Understand that the visitor is in control
  13. 13. Do you have what the visitors wants? A typical visitor will pass formally or informally through several steps: • Research • Compare • Get Detail • Customize
  14. 14. Action • Desire and action are not really distinct stages, but rather a continuing give-and-take • Increasing desire pulls us to take successively larger steps towards the ultimate conversion goal • Each of this steps is in itself an action
  15. 15. Should the visitor get it from you??? The Following factos weigh heavily on wheather someone will transact with you: • • • • • Brand Strength Previous resource investment The total solution Risk reducers Validation and Credibility
  16. 16. The Rules Of Web Action • Get out of the visitors way • Make it easy for the visitor • Don’t surprise the visitor

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