States of Awareness in UX

Have you ever asked yourself why all the landing pages you surf have the exact same sequence but only differ on the component or the arrangement?

Why do the companies that offer products or services actually care about presenting their features in a particular position on the landing page?

Why are they careful to make us aware of their clients or collaborations? Why do you have such a huge salary?

And finally, "who killed John F. Kenedy?"

Every single story has a beginning. And this one starts with our racist_ I mean no offense _friend Eugen Schwartz who said in his book Breakthrough Advertising

present state of knowledge about your product and the satisfaction that your product performs.

decided to classify the targeted people to five levels. This means that the current awareness state is about the product you get from your fans.

That state differs from someone who already knows about your product and needs it to someone who knows nothing about you or your product. He barely knows that he exists.

Let's explain every state out of the five Schwartz talked about and how we can apply his theory into the website of the web flow.

• Level 1 - Most Aware -

At this level, the client does know about the product, and he is confident that it is quite useful for his problems solving.

If you checked the first section on the website of the web flow, you would find a main lockup consisting of

- A headline contains the firm logo.

- A sub headline beneath illustrates simple details about the site itself.

- CTA under beneath you can start through.

According to the person who already knows about the product and he is quite sure that his problems are going to be solved, he only needs CTA to start directly with the services represented by the Web Flow.

• Level 2

in this case, the user already knows about your product, but he has no reason to buy it. Here is your role to convince him to buy the product. Actually, there are plenty of reasons you can use according to who your target is in the first place. For instance,

- the user is curious to know what kind of features you have.

- another user, got his reason from the social approval where some famous company is using my product.

The main lockup in the web flow of this level represents social approval, which shows that those companies use our services. Or some statistics prove that the product we own is the most powerful, the fastest, is homelander ??♂

• Level 3

In this one, the user isn't confident that your product is the solution to his problems. You have to make some efforts to convince him that your product is the one illustrating how your product works and what benefits you get.

The web flow has too many sections, showing the content, the services, and how to make the absolute benefit from it. There is a separate section named "creative power that goes beyond templates" where the site illustrates the exact features and what they are useful for.

• Level 4

The user has a condition, but it doesn't feel like a real issue, and the difference is quite big. In this case, you better offer some feature services in his condition without making him feel that it is an actual problem that needs an immediate solution.

"A platform designed for the growth" section in the web flow shows that we have a collaboration. If you face a problem, get your fellas, and start to work, that's the only thing you have to do. If you need plugins to make your work faster and make quick access for your purposes, you have that.

Level 5

Here, the user knows nothing, literally nothing. He doesn't know you. He doesn't know that he has an issue. He doesn't even know who John F. Kenedy is!! The ignorant user about the product is also considered in the web flow by introducing themselves who they are, what they are actually doing if you are interested in starting, and a presentation of the last achievements they made.

Here, we discussed the five cases of Schwart. So that you observe that all this stuff is repeated on the most landing pages, so the company makes it easier for anyone who wants to buy its service or product.

There is a really touching quote I'd like to mention, "Less aware audiences need education. more aware audiences need urgency, a reason to buy right now."

Less aware audiences need education. More aware audiences need urgency, a reason to buy right now.

Maybe it's the reason why I noticed these patterns or maybe not. I have?no?clue?indeed.

Thank you for taking the time to read until the end of the article! Your interest and engagement mean a lot to me. If you enjoyed it, feel free to share it with others or give it a thumbs up. Your support is truly appreciated! ??