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...
2B CONTINUED...
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