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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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The Decision-Making Process

In 1898, Elias St. Elmo Lewis pioneered a framework for describing stages of consumer interest and behavior. In effect, he created the modern concept of the sales funnel. All people were thought to progress through four stages covered by the acronym AIDA:

Awareness (Attention)

Interested

Desire (Decision)

Action

The key to properly applying this model is to make sure that there is continuity and flow to support a visitor’s progress through each of the steps. None of the steps can be skipped, and all of them must happen in sequence. That is not to say that equal emphasis should be placed on each within your landing page, nor that visitors will spend an equal amount of time in each step. But there should be a clear path ...

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