AIDA 4th step: Action
Most often persuade visitors to act means persuade them to buy.
Sometimes the aim may be other: subscribe news, make new account,
dowload some file, print coupon etc.
In any case the action should be as comfortable as possible,
as simple as possible, as easy as possible. If it's possible offer
several options of the action. For example accept payments via
credit cards, PayPal, MoneyBookers.
First of all visitor has a choice.
At the second visitor thinks what payment method to choose
instead of thinking whether to buy at all. (see similar on the step 2).
If prior step was successfull visitor wants the product you offer.
So 4th step is a battle between Desire and Hesitance.
To win this battle it's useful to understand what is the nature of
the Hesitance.
- the price : nobody likes to pay ;-)
- hesitance like : is it really safe to pay? am I sure it isn't a fraud?
- privacy: people often hesitate to post info like their name, phone, address etc.
- hesitance like: maybe next time...
some methods of desire stimulation in AIDA:
- the price :
- time-limited special price offers
- coupons
- bonuses like free shipping
- discounts and special offers for returned customers
- is it really safe to pay?:
- use https certificates
- use use well-known payment systems like PayPal
- use secure checking references and certificates (like "verified by GeoTrust" etc)
- privacy:
- friendly described private policy
- anonimous opportunities (if possible)
- require minimum private information (if possible)
- maybe next time...:
- time-limited special price offers (see also the price)
- time-limited coupons
- hint customers on a certain time when they will get the things your offer
(a good example is the way like Amazon.com does it:
Pay your attention at the promo like
"Want it delivered Friday, December 18? ..." at the product page:
Positioning: The Battle for Your Mind, 20th Anniversary Edition
- use, if possible, auctions and dutch auctions
2B CONTINUED...
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