Thread by @oliverkenyon

The AIDA model is no longer the best layout for your landing pages!

We've reinvented the ATIDCOA model and it converts much, much better.

Steal our model and increase your conversion rates today👇

🧵

Ok, so AIDA is a VERY effective way of laying out your landing pages. It takes visitors through a specific journey in order to maximise sales.

The old model stands for:

Attention
Interest
Desire
Action

But..

Over the past decade we've built a better model.

Let's dive in.

Introducing ATIDCOA

Attention
Transformation
Interest
Desire
Compare
Objections
Action

After designing over 7000 landing pages and analysing results, we've adapted the AIDA model and made it convert even more.

Let me break down each section for you with examples.

ATTENTION

The only objective of this section (above the fold) is to get the visitors attention. You have between 3-5 seconds to get them sucked in.

Do this with:
1. Strong value proposition
2. Trust and credibility
3. Social proof
4. Grabbing Imagery
5. Call to action

TRANSFORMATION (NEW)

The main objective of this section is to take a visitor on a visual transformation, from not owning your product to owning and benefiting from it.

Use icons, steps and text to walk the buyer through a journey of adding to cart > benefit of product.

INTEREST PART 1: BENEFITS

First we want to focus on exactly what benefits a potential buyer is going to get from your product.

Think of the exact outcomes your target demographic is looking for.

That could be time, money, freedom, lifestyle and so on.

Benefits sell!

INTEREST PART 2: FEATURES

Next and only once we've helped them visualise the outcome (benefits), we can show how we deliver them.

This is where you can use images/icon/text/videos to really show off all the bells and whistles that your products are made of.

Features tell!

DESIRE

By this stage we've got their attention, we've shown them the outcome and how we're going to deliver it, it's now time to make them desire it using other people.

Here comes the FOMO!

In this section use:
1. Reviews
2. Testimonials
3. Case studies
4. User generated video

COMPARE (NEW)

You have 2 options here:
1. Pitch your product against your competitors
2. Pitch your product against a generalisation

Example of point 2 is positioning your product against broader market trends or general consumer needs and expectations.

Use comparison tables.

OBJECTIONS (NEW)

If we're lucky enough to get a visitor to scroll down this far then they MUST be interested.

They also likely have questions/objections in their head.

Use a simple FAQ to answer any objections surrounding the ordering/returns/outcomes of your product.

ACTION

In this section you need one clear button to make them take a very specific action.

If they've scrolled this far, don't make them have to work for the action.

Don't give them an excuse to go looking for it.

Shove it RIGHT in front of their faces.

Add to cart now >

ATIDCOA

Attention
Transformation
Interest
Desire
Compare
Objections
Action

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