AIDA stands for awareness, interest, desire, and action (we add satisfaction). It's "one of the oldest and most durable" cognitive models (describing buying and selling process maps) because it helps marketers appeal to consumers' emotional and social needs.Persuasive systems are complex. Their success depends on their ability to address the varying levels of need a user brings to the online experience. To be effective, a Web site must address these user needs at every point in the process. AIDAS provides the lubrication for users to proceed along their given path through a series of microactions.
Most people measure conversion by the complete macroaction (the ultimate objective) they want users to take (e.g., how many people bought, subscribed, registered, etc.). Each of these actions comprises a series of smaller actions. Each microaction or omission of one is a step closer or further away from your ultimate objective. The devil is in the details. Microactions are the measures of "almost success." In a persuasively designed site, the reject rate of a page that qualifies interest is a clear signal of what needs to be adjusted.
It's during the wireframe and storyboard phase we ask three critical questions of every page a visitor will see:
1. What action needs to be taken?
2. Who needs to take that action?
3. How do we persuade that person to take the action we desire?
Here's a different take Bryan Eisenberg takes. Hmmm. Not seeing the common vision between the articles I've shared.
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