AIDA (attention, interest, desire and action): Understand the 4 stages of the concept

The importance of having a consolidated contact base to take the next steps and increase sales
How to Explore Organic Traffic and Prepare Your Website to Sell More

There are few theories that attempt to analyze consumer behavior. In digital media, the acronym AIDA (Attention, Interest, Desire and Action) is one of the ideas propagated and advocates a cycle whereby people pass before conversion.

The AIDA concept is very important for anyone working with Digital Marketing , as the page design should take into account each of the steps.

It represents the four stages or “steps” by which the customer must spend in a progressive way, to make the conversion decision.

Let’s talk in this post about each of these steps and how to use the concept to increase your conversions.



The main objective of the first stage of the AIDA concept is to make the visitor’s attention, make him realize the offer.

So be careful with the use of color, size and position of page elements. Let the strong and contrasting colors and prominent position only for what is really important that you know it. Have a quick site also makes a difference.

The Calls-to-Action are very important at this time. To further indicate our free eBook: The CTA Practical Guide .


More than attract attention, it is necessary to arouse the visitor’s interest.

Featured information, such as titles and subtitles or banners texts, should show to the visitor that your company has something that he seeks, it is worth.

Anyone working with purchasing Google AdWords , for example, knows that the conversion rate increases dramatically when the fetched keyword is highlighted in the Landing Page .

This attracts the visitor and makes him go to the next step. This may not always happen if the keyword was in the middle of a block of text without highlighting some.


While earlier stages of the AIDA do not usually spend seconds, at which point the thing may take a little longer.

Here the information is analyzed in more detail and the visitor observes the offer and your company are actually able to meet his needs, whether it is a valid and reliable option.

Reliability indicators (testimonials, customer lists, forms of guarantee, customer reviews, etc.) are usually responsible for significantly change the conversion rate .

Also we gave the tips of how to write descriptive texts on a Landing Page .

An important note: in simpler conversions, such as downloading an eBook, is hardly necessary to insert testimonials or customer lists.

Icons that show the number of times the material was shared in social media , for example, are already enough to show that the content is worth.


In the action stage, the role of your company is not the way.

Having clear instructions of what to do while maintaining a consistent flow during conversion and does not require sensitive information or long forms, the conversion tends to happen.

If you are writing an article, for example, here it is the time for you to do the Call-to-Action.

So if you want to know more about copywriting and conversion, download our free eBook: How to Create Landing Pages that convert .