1. Improving the content using AIDA Landing Page Journey improvements

2. WHAT IS AIDA AIDA describes the process that occurs when a user engages efficiently with the content of your website. A = Attention: Get people to stop and notice you. I = Interest: Show benefits to keep their interest. D = Desire: Convince them they want the product or service. A = Action: Get them to take an actions. Let Alec Baldwin's tell you more From the film Real Estate

3. HOW IS AIDA USED A I D A A site visitor will always be experiencing one of the four AIDA attitudes in relation to your marketing activities. Your goal is to get as many of them through to the last attitude! A I D A

4. A= ATTENTION A I D A Attention: Get people to stop and notice you.

5. A = ATTENTION A I D A Prague city breaks - weekend & short breaks to... - Co-op Travel www.cooptravel.co.uk/city-breaks/Prague/ Cheap City Break to Prague. Cheap City Breaks to Prague Stunningly beautiful, cheap weekend breaks in Prague take you to the City of a Thousand Spires. Cheap City breaks Prague The Attention starts on Google and flows onto the landing pages. This needs to be much better crafted by improving the first bit of content. No real mention about Cheap subject, as the title suggests till the last two sentences. This needs to be moved above the fold to keep peoples attention on this Journey. Focus on attention here and build desire later on in the journey. Cheap weekend break This link looks like the way forward but when you click it you leave the Prague journey you are on. 1 2 3 Lost Using the 5% discount message or AdWords location targeting would really get peoples attention.

6. A = ATTENTION A I D A The difference between the co-operative and cooptravel needs to be made clear in the header. Confusion reflected on Facebook

7. I = INTEREST A I D A Interest: Show benefits that are relevant to the customers.

8. I = INTEREST Better images would help learn about the location and importantly drive interest on the page. No images at all in the SKI section I want to see what the city is like. I want to see a land mark / historic building. I want to see what locals culture is like. I want to see what the countryside is like. I want to see what the nightlife / shopping is like. A I D A

9. I = INTEREST The content need to work a lot harder. To keep peoples interest they need to pick out the information that’s relevant to them. Trigger words need to be visible and obvious. The text should be broken down into standard sub sections that have a unique context. This would also help orientate users and allow them to compare destinations page for page. A I D A

10. I = INTEREST Help people pick out the details they need to know Compare resorts in Rhodes Fine dining locations No of bars No of restaurants No of night clubs Rhodes town Lindos Faliraki Pefkos 145 64 12 5 62 22 4 3 42 72 0 23 6 12 2 0 A I D A J F M A M J J A S O N D 14 16 20 26 20 16 12 14 Average temperature Help people make a choice

11. D = DESIRE A I D A Desire: Convince them the product or service is something they want.

12. TRUST To build desire you have to build trust. [Source: Ofcom, March 2012] http://stakeholders.ofcom.org.uk/market-data-research/media-literacy/archive/medlitpub/medlitpubrss/adults-media-use-attitudes/ Formal messages of trust more important to customers then in 2005! The trust message is important at every stage of the journey. A I D A

13. D = DESIRE Is the relevant enough to weren't its prime location at the top. These messages are duplicated. The logo is stronger. (72% recognition of logo in UK) These messages would be stronger if brought together. A factoid would support this claim. The trust message need to have more impact. It is woolly! Is the relevant enough. 5% Include saving. A I D A

14. This needs to explicitly reference co-operative membership for people that have membership. It needs to be linked to the sign- up page for people that don’t. The membership customer journey is confusing It need to be explained what the difference is between the cooptravel and the co-operative membership as they are different brands. D = DESIRE A I D A

15. D = DESIRE Social Validation is a very powerful online decision- making influence. A I D A The theory of social validation "When we are uncertain about what to do we will look to other people to guide us. And we do this automatically and unconsciously." Some of this social commentary needs to be brought onto the website to validate the pages. User generated video content would give it a real boost. Maybe a competition to review a holiday location.

16. A = ACTION A I D A Action: Get them to take an actions.

17. A = ACTION The links in the text are unhelpful, they lead you around but you never get closer to a holiday. This becomes frustrating. When I click this I want to see cheap weekend breaks in Prague. When I click this I want to see short Christmas breaks in Prague, preferably on Wenceslas square. A I D A

18. I D A A = ACTION Each section could help people to take the journey through the site they want The small towns around Rhodes such as Lindos offer cobbled streets lined with quaint craft shops, tavernas and restaurants. Modern Rhodes Town also has plenty to offer, with vibrant clubs, bars and restaurants and Faliraki has everything that clubbers want. Ibiza Pamplona Greece Tropez France Alternative night life destinations Compare resorts in Rhodes Fine dining locations No of bars No of restaurants No of night clubs Rhodes town Lindos Faliraki Pefkos 145 64 12 5 62 22 4 3 42 72 0 23 6 12 2 0 Going out, Restaurants Bars & Night life Show me holidays Show trigger words for next best option. Corfu Kefalonia Crete People went on to book

19. A I D A A = ACTION Personalisation and contextual content Rhodes benefits from the desirable Mediterranean climate of hot, sunny summers and mild winters. The island’s 300 days of sunshine per year have helped make it the popular tourist destination it is today. J F M A M J J A S O N D 14 16 20 26 20 16 12 14 Average temperature Show me holidays Between Dec 2 – Dec 16 Ibiza Pamplona Greece Tropez France Top winter sun destinations Christmas Germany markets Christmas on Wenceslas square Top Christmas destinations Show trigger words for next best option. Weather

20. A = ACTION A I D A Next steps Attention Improve the start of customer journey from Google into the content. Interest Break content up into sections and add scannable information. Improve quality of images. Desire Improve the trust message. Add social validation (user generated) Action Let users navigate through the content to where they want to go next.

21. A = ACTION A I D A Next steps It’s more efficient to try something out and quickly learn how it can be improved.

22. UX REVIEW Usability Test Testing Prototype Pre launchLive Users The tools used to build a great website Test cycle Usability testing Heuristics, Research and Best practice

23. UX REVIEW Conversion rate optimisation A/B TestingWeb Analytics The tools used to build a great website