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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Chapter 3

The Matrix—Moving People to Act

A-I-D-A. Attention, interest, decision, action.

—Blake (played by actor Alec Baldwin in the 1992 movie Glengarry Glen Ross)

People follow a similar mental trajectory when they make decisions. If we are trying to persuade them to act, we must have a firm grounding in the basics of understanding their role, intent, and how the decision-making process works.

Chapter Contents

  • The Matrix Overview
  • Roles
  • Tasks
  • The Decision-Making Process
  • Awareness
  • Interest
  • Desire
  • Action

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