Ch - 4

1. Ch – 4
Understanding The Decision
Process

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. 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. 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. You’re not paying attention. Nobody is.
- Seth Godin , Permission Marketing

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. 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. Keys to creating Web Awarness
• Stop screaming at your visitors
• Eliminate unnecessary choices
• “Unclutter” what remains

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. 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. 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. The Rules of Web Desire
• Make the visitors feel appreciated
• Make the visitor feel safe
• Understand that the visitor is in control

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. 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. 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. The Rules Of Web Action
• Get out of the visitors way
• Make it easy for the visitor
• Don’t surprise the visitor