There are many variants on AIDA, two of note are…

AIDCA – Adds ‘Conviction’ the formula

• Attention
• Interest
• Desire
• Conviction
• Action

Conviction is about turning doubt into trust. This can be accomplished a few different ways, mainly through demonstrating that the results shown aren’t just about “taking our word for it”.

Testimonials // Endorsements // Statistics, Research // Demo // Guarantees – Inspire convention.

IDCA is pretty simple if you already have their attention; you don’t need to always beat the same drum.

For instance, if you’re running a marketing campaign and your grabbing their attention with an ad, your landing page may just need to build on that ad instead of grabbing the attention from scratch.

Here are more variants on the formula to consider:

Basic AIDA Model: Awareness→ Interest→ Desire→ Action

Lavidge et al’s Hierarchy of Effects: Awareness→ Knowledge→ Liking→ Preference→ Conviction→ Purchase

McGuire’s model: Presentation → Attention → Comprehension → Yielding → Retention → Behavior.

Modified AIDA Model: Awareness→ Interest→ Conviction →Desire→ Action (purchase or consumption)

AIDAS Model: Attention → Interest → Desire → Action → Satisfaction

AISDALSLove model: Awareness→ Interest→ Search →Desire→ Action → Like/dislike → Share → Love/ Hate.

These formulas are all very useful when you’re not sure where to go next in your writing.

The psychology behind each of these models are based on CAB: Cognition -> Affect -> Behavior. Basically get um to know ya, get um to ‘feel ya’, and get them to do… something.

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