AIDA 1st step: Attention
On the 1st step you need something that makes visitor stop surfing
and start to read your site.
Here are some suggestions:
Headline text. According to some researches good headline
can increase advertisement effectivity up to 1800%(!).
Headline text must be short enough, a bit unusual and surprising but not gibberish.
Usually relevant wordplay also works well. (In linguistics, an eggcorn is an idiosyncratic substitution
of a word or phrase for a word or words that sound similar or identical in the speaker's
dialect Dorian Roman).
As a rule verbs and adjectives work better than nouns.
It is reasonable to use slang and special terms for spot beam campaigns.
On the other hand if your target audience is wide enough it makes sense to use connotation words.
In particular some authors recommend list of words used for
Kent-Rosanoff Free Association Test.
Headline placement. It's also important where to put
the headline on the page. There are several shemes of reader's attention distribution.
Some authors recommend "Flipped Z Rule".
According to this rule the most preferable is top-right area.
 |
- the best place is right-top area: most exposed
- left-top area
- right-down area
- left-down area (less exposed)
In other words try to put most important headline into right-top area of your page.
By the way, sometimes you'd like to hide some information,
but you must put it on the page (for example disclaim info "the software is prowided without warranties of any kind").
The best place for such kind of info is area #4.
|
 |
"Flippec C Rule" instead recommends to put most important headlines into left-top corner.
|
As you see there are different opinions about this matter; in author's opinion
"Flipped Z" works better for printed sheets,
"Flipped C" works better for webpages filled with homogeneous information (for example with text of some article),
and the most trustworthy is attention map by Google:
|
|
|
