[SOUND] >> Let's focus on parts of the AIDA model, attention, interest, desire, action. And let's look at it, at the end of it. Because in the end of the day, we're looking for action. So the question here is, what kind of desire would lead into action? Well, this higher leading interaction, you could think of it physically. It's like, we have a lot of people in a store. They look around, but then they leave. And we want them to buy something. In digital terms, it's commonly called conversion. We convert them from being on a site until they buy something from us. So what could we do in order to increase desire? Well, physically, it comes down to good sales people, actually leaders when we enter the store, into buying something interesting. They chat with us, we have a conversation, we talk, we ask, and finally we buy something. Good websites work in the same way. A good website leads us to purchasing. And that comes down to the kind of navigation structure we have on the site. Well, there are technical ways to handle this, too. One way is actually something you quite often find in your mobile, and that is the push notifications. Do they work? Yes, of course they do. So do Nigeria letters, too. So, of course, we could push people, trying to get them back, and get them to buy something. It's actually a matter of taste and patience, whether you want to increase the amounts of pushing to people versus waiting for them to do something. Same thing in a store, as in a digital context. Should the salesman push you, trying to make you buy something? Should the website or an app notification push towards you? But there are other kinds of digital tools available if we want to increase conversion. One of them is actually recommendations. It's quite common today when we enter websites that we want to know, do other people recommend it or not? That's a reason why we have recommendations. You find it on LinkedIn, you find it on TripAdvisor, you find it on Hotels.com, you find them nearly everywhere. Recommendations are a strong thing to be used, in order to go from desire to action. And why does it work? Well, mainly because if I tell you that this store is great, it's better, and a higher value to you, compared to if the store itself tells you that they are great. Reviews are another one. We find them on App Store, you find them on Google Play, everywhere where people who previously have been there, say something about it. Was it worth doing it, or was it not? Chat is another option. It's like going to the store, and somebody is there. We could talk to them, we could ask them questions. Well, giving them an offer. It's actually also a way to increase desire. Here, here is an offer for you. And it doesn't have to be necessarily a cheap offer, it could be an interesting offer. Guides are another one. A click in order to get a contact, and a click to get an offer. Quite often, it comes down to reducing the barriers for buying, like making it easy for people to click to purchase. So for instance, bad forms to fill in, difficulties of getting in contact, difficulties finding your way in the store, whether it's physical or digital, is something worth working on. So in the end of the day, we actually have a lot of options of working on conversion, which in the item, all it means, working with a desire in order to increase action. Now, focusing a little bit more on the digital tools. Of course, conversion rate, meaning the amounts of people popping up at a digital site, compared to the ones buying, actually clicking somewhere, is something we can measure digitally. That's why we call it conversion rate. And of course, the matrix is useful for this. And here we come back to two slide, Google Analytics, and other kind of analytical tools. How many people buy versus how many people enter? Onboarding is commonly used as a fluffy term to get people started the first time. That is the starting point of them enduring, but conversion is when they convert into becoming and being an existing costumer. You actually could see it in physical terms. How to make people stop on the street, how to make them stop and look in our store, how to make them enter the store. And finally how to make them buy something when they are in the store. Retention rate. It actually means, how many people do come back? Easy to buy clicks is one way to work with retention rate. But of course, you can also pay per click if you buy an ad, meaning to pay if they enter the store. And actually, today, you could also buy a customer, meaning that artificially creating desire, leading into action, is actually not totally impossible. You could actually buy your customer. That's actually quite often done when we give something away for free. Because it's really difficult not buying if it's for free. But in the end of the day, the question is, will they come back? So, is it worth using all these possible digital tools in order to increase desire leading to action, if it doesn't lead to a new action? Well, that's an open question today to be debated. And if you just look around at some kind of digital website that you normally use, could be Netflix, could be Amazon, could be whoever. You could actually see how they're working with different kinds of tools in order to increase desire, leading to action. Then it's up to you to decide which one you think is worth using. [SOUND]
