The average website has a conversion rate of about 2%, so what happened the 98% of visitors who did not convert? They either lost the scent of what they were looking for, or they failed to progress to the next step of the buying process called AIDAS. Visitors drop off when they get lost, fail to see value, or realize that a page is irrelevant to their goal. In this lesson, Bryan explains how the framework of AIDAS and the concept of scent can keep visitors on the path to conversion. Leverage scent and AIDAS when creating your user experience to maintain the momentum of a purchase decision and ultimately boost conversions.
Length: 6 min.
You will learn to:
Define the marketing concepts of scent and AIDAS
List elements of a webpage that can indicate scent
Explain how scent can break on a website
Name each step of the AIDAS process
Explain the importance of the satisfaction step in online marketing