13 Website Design Principles that will Lower Your Customer Acquisition Cost

13 Website Design Principles

13 Website Design Principles that will Lower Your Customer Acquisition Cost

Everything in life comes with a price tag, even your customers.

And while acquiring customers is hard, acquiring them at a feasible price is even more so.

This price, known as the customer acquisition cost (CAC), is the amount of money you spend on marketing and sales to close a customer. Think of it as yet another pesky number that eats into your profit margins.

Let’s face it:

As you grow, it becomes increasingly difficult to acquire new customers.

Not only that, the price you need to pay to get each next customer also increases.

To maintain a steady flow of clients, acquisition programs and their budgets must keep running. There is no escaping this. Like most companies, our agency accepted this as a fact. But that didn’t stop us from trying to reduce our customer acquisition costs.

We tried everything…

…short of offering a sacrifice at the altar.

Then we struck gold:

In mid-2018, we started focusing on the experience that our website delivered – how fast users are able to get the information they want, are they just leaving from the homepage, is the website easy to use, is vital information more than 2 clicks away, and so on.

After careful analysis we started making tweaks, testing them, and optimizing further. In about 5 weeks, more prospects started converting on our website and in lesser time.

That quarter we ended up saving a large sum of money on marketing and sales.

Ka-ching!

Feeling pleased with our results, I changed my desktop wallpaper to this for the week:

B. Frank with his nuggets of wisdom. The real OG.
B. Frank with his nuggets of wisdom. The real OG.

The quest for lowering our customer acquisition cost was rewarding but sharing it with you today is even more satisfying.

I’m going to share with you what exactly worked for us and how to do it.

First, we’ll see how lowering CAC helps you grow your business and what role website design plays in it. Then we’ll go over a few ways in which you can test the effectiveness of your website.

After you test your website and feel there is room for improvement, you can move to the 4th section where we’ll discuss how you can tweak your website in ways that will directly reduce your overall CAC.

In the final section I’ll be making a case for design’s place in your business strategy and why giving it importance is vital for your business.

Let’s start saving stacks of Benjamins!

Section 1

The Truth About Customer Acquisition Cost

Over the last five years, overall CAC has risen almost 50% and it doesn’t seem like it’s going to plateau any time soon.

Overall customer acquisition costs have been steadily rising for B2B and B2C companies.

In early 2018, our agency started exploring various channels and strategies that could help us scale up. Some of the marketing funnels we created worked decently. Others were simply not sustainable because of the high CAC that was required for them to work.

And we all know:

“Growth means nothing if it’s not sustainable. ”

It was as if we were paying people several hundred dollars to just to get the privilege of pitching to them.

But soon we started noticing an interesting pattern in our client acquisition efforts. The funnels which relied on our website as a touchpoint produced much lower CAC on average than ones which didn’t use this owned medium.

This was interesting:

We immediately wanted to know the reason behind this so that we could double down on it.

Through surveys, heatmaps, and visitor recording analysis we discovered that it was not just the information present on the website that made the difference.

How the information is presented was equally important, if not more.

The three things that made the visitors stick around and fill out our contact forms were:

i. ease with which they could access our information and provide their own information

ii. the lasting impression that the visual design of our website made on them

iii. the comfortable user experience and navigation that our website provided

This was our “aha” moment.

Equipped with this information, we started improving these three elements to further reduce the overall customer acquisition cost to great success.

The Goal should be to Grow At An Affordable Price

Odds are that you’re in business for the long haul.

For that, you need to keep growing and acquiring new customers. But you also need to be wary of the price you’re paying to get new customers.

“Growth is good, but growth at any cost is bad for business.”

Be careful:

If the costs involved with acquiring customers are high, your profit margin will decrease.

This will leave you with little wiggle room.

i. You won’t be able to expand your service or product lines.

ii. You might be forced to reduce the quality of your services, which will tarnish your brand and reputation.

iii. Optimizing your processes with limited funds will be overwhelming.

iv. Keeping employees on a satisfactory payroll will become difficult.

v. Your business will become more susceptible to competitor overtake.

If you’re looking to reduce your customer acquisition costs as you scale up, pay attention  as we share the tweaks that worked for us. Later, these tweaks worked wonders for our design clients as well when we applied the same principles to their websites.

But before we get started with the tweaks, let’s see how website design actually makes a difference and how you can measure the effectiveness of your website’s design in the first place.

Section 2

How Does Website Design Affect Customer Acquisition Cost?

More often than not, the true value of website design is intangible and difficult to measure accurately. That’s why its importance is heavily underestimated.

And who’s to blame for this?

Well, to be honest, the role of design:

Design isn’t meant to stand out but to blend in and enhance the visibility of the message or content.

Good design is actually invisible.

Take a look at this beautifully designed website:

This kind of design benefits everyone.
This kind of design benefits everyone.

The website tells you a story about an AI bot that can help you trade cryptocurrencies. The website’s design doesn’t interfere with the story and narrative. In fact, it helps in making the story impactful and easier to remember.

The design helps by staying in the background, creating a storytelling experience, and never demanding attention.

Here is an easy analogy:

The content is the actor, visible on the screen and what we focus on.

The design is the director, making the actors work hard to keep the audience engaged.

It’s easy to underestimate the importance of directors in the movies and it is easy to underestimate the importance of design in marketing.

Make no mistake about it:

“Web design is not just about creating pretty layouts. It’s about understanding the marketing challenge behind your business.”

Think of your website’s design as a tool:

  • It can influence the opinion of your audience towards your brand.
  • It can make them take some desired actions.
  • It can reduce friction in the buyer’s journey.

These, in turn, are crucial in converting your website’s visitors into paying customers. Good website design will help you reduce CAC by enhancing all your marketing initiatives.

Good Website Design Helps Win First Impression and Enhances Visibility of Your Brand

Consider this scenario:

You just spent buckets of money on your website’s SEO.

Your website now ranks on the first page of Google and you start getting thousands of visitors each day.

But as soon as visitors land on your homepage, they cannot stand its crooked face, wrinkled skin, and malnutritioned limbs for more than a second.

They press the back button faster than they can say,”Son of a motherless goat!”.

Amount billed for SEO: $1500

Revenue: $0

What should you do?

Blame the SEO agency!

Err, no, don’t do that. They’re not at fault here. They gave you exactly what you wanted.

Unfortunately, you didn’t give your audience what they wanted!

When a visitor arrives on your website, you have 0.5 seconds to engage them.

In that half a second, there is only one question buzzing in a visitor’s head:

“Will it be worth exploring this website?”

And they’re looking for signs that can tell them that they should at least try.

Good visual design helps you in persuading your visitors to stay on your website and explore more.

The website for JOHO’s Beanhas an incredible visual design.

They tell an amazing story of a coffee bean’s journey through breathtaking visuals and sound. The visual design is guaranteed to intrigue you and compel you to stay.

If people press the back button as soon as your website loads because it looks like this

Looks like my grandfather tried his hands at designing for this website. And he has wrist arthritis, not gonna lie.

… you just wasted a lot of money in getting those visitors to your website for nothing.

What’s the bottom line?

Poor visual design will add to your customer acquisition cost. You will keep throwing money away to get people from, for instance, Facebook Ads to your website just to have them bounce back.

To stand apart from your competition, your brand needs a personality. You need your own unique style and voice. Brand image has a direct impact on customer loyalty and customer perceived value.

Visual design helps your brand and website position itself in the market in such a way that your business is recognizable and distinguishable.

Good Website Design Persuades Visitors to Take Actions

Once your website has convinced visitors to stay and explore, you want them to take some action on the website.

You might want them to subscribe to the newsletter, create an account, add a button to the cart, submit a form, or do something else.

“What separates design from art is that design is meant to be… functional.”

These “micro conversions” help build a momentum towards a primary macro conversion. They’re an indicator of how motivated your visitors are to make a purchase or book a consultation.

How is this beneficial?

You can use this as a psychological hack.

You can soften up your visitors to a macro conversion by encouraging them to take a few actions on your website.

Engaging visitors with small actions like subscribing to the newsletter increases the chances of them converting sooner rather than later.

Here’s the kicker:

You spend less money and time on nurturing your leads into customers, which also lowers your customer acquisition cost.

Think about it this way:

Suppose you went to a brick-and-mortar shoe store.

You point to a pair on the shelf and express your wish to try it.

As you sit down, you find that the salesman is simply standing there.

He tells you to fetch the foot measuring stool from a corner and then get the required shoe from storeroom upstairs.

You’d leave immediately, never to return, right?

I’d probably grab some socks or knock down some shelves on the way out!

Such an experience would leave a bad taste in your mouth.

This scenario might sound unrealistic. But your visitors feel the same thing happening to them when your website’s design makes them do the work.

Badly designed website makes it difficult for them to find something, doesn’t deliver on its promises, and leads them around only to show up a 404 page in the end.

That’s crazy!

I wouldn’t take out 5 minutes from my time to fill out this form:

If this form was a person, it could get tax benefits for being handicapped

It’s too long, requires too much information, and offers a mundane experience.

For every lead that doesn’t convert into customer due to bad user experience, you still spend money on bringing them to your website and nurturing them, warming them up. Up in smoke, that’s where that money goes when leads don’t convert.

Good Website Design is Easy to Follow and Navigate Through

Okay, you hammered your website enough to make sure that it can convince your visitors to stick around and take some action.

Now what?

All you need to do now is remove all the hurdles between the starting and finishing points.

Hurdles that you might have knowingly or unknowingly included in your website design.

Make it easy for your visitors to do what they want. Make it as easy for them to exit as it was to enter.

We live in a complex world already. Don’t make it any more complicated for your visitors. Instead, use the sensibilities of design to unpack wicked problems.

Good design simplifies everything.

When small things like placement of icons or navigation bar isn’t properly planned, these become the annoying loops that your visitors have to jump through.

Think about it:

Your visitors might want to read more about your company. But if it’s too difficult to navigate to your About Us page, why would they bother.

If people can’t do something online easily, they don’t want to do it at all. Real life is hard as it is, no one wants a difficult online experience as well!

Always remember:

Your visitors need just one excuse to abandon your website and go to the competitor.

The job of your website design is to make sure that they don’t do that.

This right here should be your mantra.
This right here should be your mantra.

Illogical user interface design adds to your acquisition costs in another way:

It makes your marketing and sales team less efficient as they spend time fixing the funnel while the culprit may be the website’s navigation or poor mobile design. They’ll waste time and money optimizing the messaging and channels.

Meanwhile your competitors will set your website as their homepage so that they can have a good morning chuckle. Those evil bastards!

Cut back on your losses today by fixing your website’s design.

In the next section we’ll see how you can evaluate your website’s performance when it comes to:

  • enticing visitors to stick around,
  • persuading them to take action, and
  • making it easy for them to execute those actions.

Section 3

Measuring the Effectiveness of Your Website Design

When was the last time you looked at your website through the eyes of your potential customers? When did you browse through it as a first-time visitor would?

If you said never or more than a year ago, this is your cue. Do it now!

You care a lot about your business and website, as you should. But in doing so, you end up giving them undue attention and importance. That’s something your potential customers don’t do.

For them, your business and website is a means to an end. They’re experiencing a problem they want gone or an opportunity of which they want to take advantage.

But for us business owners, our business is everything and our website is critical to our business.

  • We’ll wait 8 seconds for our website to load (that’s forever on internet)
  • We’ll insist on showing our visitors some message that’s important to us, even if it’s awkward or out of place
  • We’ll include things like parallax effect in the website design just because we think it looks cool

But you need to ask yourself:

Is that really the best experience for the visitors? Does it help them get the information they seek and take some action we want them to take?

If not, you need to go back to the drawing board and make some changes.

Always remember:

“What Gets Measured Gets Managed.”

You need to track and stay on top of your website design’s performance if you want it to remain relevant and efficient in the long run.

Here are some ways you can measure your website’s effectiveness, by experiencing it first-hand and through analytics.

Does it Pass the Blink Test?

study conducted by Carleton University (Canada) in 2006 gave the infamous conclusion that you have 500 milliseconds (i.e. half a second) to impress and engage a user landing on your page for the first time.

First impressions are very important. Especially in the digital world.

Not only do you need content that is easy to skim through, it needs to be supported with relevant images and consistent branding.

The page then needs to be designed so that the visitor can easily digest the message that you’re trying to get across.

Is it Clear to Use?

Clarity is an important design principle.

There is an opportunity cost involved whenever a visitor interacts with your business website.

Why should they spend several seconds to figure out how to use your website when they have other options? Unless you’re the only business in your niche, you have to tread carefully.

For instance, this website has a disappearing navigation menu, dubbed “mystery meat navigation” by Vincent Flanders:

Alfred Sung…but no one understood his song.
Alfred Sung…but no one understood his song.

It can become increasingly frustrating for first-time visitors to use this website.

Should I wait for the menu to appear automatically? Should I try clicking here and there? Nope, most visitors would simply leave.

Can You Tell If Some Element is Working or Not?

Once a website passes the blink test for a visitor, they start interacting with the several elements on the website.

They might play a video, add something to their cart, or submit a form.

When a visitor interacts with these, you need to ensure that your website provides some kind of a success feedback once they push a button or submit a form.

We’ve come a long way from when you would push an add to cart button and a message would appear below:

Please press the “Add to Cart” button only once. Pressing more than once will add another item to your shopping cart.

There was no feedback provided to the visitors that would indicate that the item had been added to their cart. As a result, the visitors would keep pressing the button, adding more and more products.

Is it Engaging Your Visitors?

The average human attention span has declined from 12 seconds in the year 2000 to 8 seconds now. This is much shorter than the attention span of a goldfish.

Your website needs to hold the attention of the visitor and keep them engaged to prevent them from rolling over to the competition’s home.

You can measure how engaged the visitors are with the help of a few metrics in Google Analytics.

1. Bounce Rate

This is the percentage of visitors that leave your website after landing on the first page, without exploring your website any further.

Once you account for out-of-control factors such as accidental clicks, a high bounce rate is an indicator of your website not engaging the visitors efficiently.

2. Avg. Session Duration

According to HubSpot, 55% of the total visitors will spend 15 seconds or less on your site.

If 15 seconds isn’t enough for a visitor to become familiar with your offerings and what you do, you need to explore why they hurry to leave your website.

3. Pages per Session

Unless you have a single page website, you’ll want your visitors to check out several pages after they land on your website.

If the percentage of visitors that visit just 1-2 pages is high, you need to investigate it. Is the website difficult to navigate? Is it difficult to consume the content? Is the design inconsistent?

4. Percentage of Returning Visitors

A sane person doesn’t propose on their first date. They wouldn’t know what they’re getting themselves in.

So why would your visitors buy from you on their first visit? They don’t.

You need to provide them a website experience that makes them want to come back, engage more with your brand, and then buy something from you.

Although the percentage of returning visitors keeps varies from industry to industry and will depend on your specific offerings, there should be a healthy ratio between new visitors and returning visitors.

Once you’ve identified the areas in which your website needs works, it’s time to start making changes.

Section 4

How to Improve Website Design & Reduce Customer Acquisition Cost

Every website is built with several assumptions about the users. Not only that, business expect a lot from the users as well. We expect the users to:

 

Take the time to go through all the content

i. Take the time to go through all the content

ii. Understand all the navigational possibilities

iii. Be patient while website loads or when moving between pages

iv. Act rationally when considering the various options presented on the website

Users don’t behave like this in the online world at all. I’m not sure when we started demanding all this from our users, but…

Preach.
Preach.

It’s much easier for the users to find a better website with easier navigation than continue with the hard-to-navigate one that they’re on.

Businesses should realize how users really behave in the wild:

i. Website users don’t read everything, they scan

ii. They have limited time and attention span, so they’re impatient and in a hurry

iii. They don’t want to spend energy learning new website features or browsing styles

iv. Most of the time, website users have one, simple goal while visiting a website

With this behavior in mind, we should improve our website designs to better help the users in achieving their goals. Ultimately, helping users accomplish their goals will help us in acquiring them as customers.

When we’re working on improving the website design, we should remember:

“Improving website design really isn’t about optimizing web pages – it’s about optimizing decisions – and the page itself is a means to an end but not an end itself.”

Understanding the relationship is very important. Let’s see how you can better adapt your website’s design to the user’s decision-making process.

Simplify the Decision-Making Process

Information anxiety is a real phenomenon.

By providing too much information to the visitor as well as options to choose from, poorly designed websites induce decision paralysis in the users.

The time it takes to make a decision increases as the number of options increases. If you want the users to slowly progress towards a macro conversion, you need to get them to take small actions on your website.

Decreasing the complexity of the messaging on your website with the help of design will allow your users to digest your website content faster and take optimal decisions.

“Removing page elements can be just as effective at increasing conversions as adding or tweaking elements on a page.”

Also, they’ll keep returning to your website for more information rather than go to a competitor’s once they find out that your website requires less mental effort.

Here are a few tips to implement this on your website:

1. Minimize the number of navigation menus and their items

Not every page is important enough to be included in your website’s navigation menu.

The more pages and options people have to choose from, the harder it will be for them to navigate to the content that matters to them.

With so many items to choose from, who has the patience or time to understand this navigation:

Ain’t nobody got time for that.
Ain’t nobody got time for that.

2. Ensure that most important information is at the top of the page

79% of the users will just scan your content and usually in an F-shaped pattern.

They will read the first two lines and then the first few words of the subsequent lines.

Can you notice the F-pattern?
Can you notice the F-pattern?

In order to make it easy for the users to understand your page, put your most important information in the heading and first few paragraphs at the top of the page.

3. Use only one call-to-action at the top of the fold

You can place CTAs above or below the fold, depending on the page’s content and hierarchy.

But if you decide to place it above the fold, make sure there is only call-to-action.

Don’t distract the user with too many options.

Take a look at MailChimp’s homepage:

One CTA to rule them all.
One CTA to rule them all.

They have a single call-to-action in the top of the fold – for the user to sign up for the free account.

It simplifies the decision-making process for the user and doesn’t overload their cognitive system.

4. Use a limited color scheme

Although it is easy to get carried away when deciding how many colors to use on your website, a good rule of thumb is to settle for 2 or 3 colors.

This will not only help in keeping the design invisible and focusing user attention on the content but it will also help your users to recognize different sections, find the common theme between various elements and easily interact with these elements.

Consider how HubSpot uses a limited color palette across its website:

Freedom isn’t the absence of restrictions but an acceptance of chains that suit you. HubSpot looks great in their chains.

The buttons are always orange, making it easier for users to understand what the page wants you to do and gravitate towards those actions.

5. Don’t reinvent the wheel; follow design standards

If something isn’t broken, don’t fix it.

Although thinking outside the box and creatively are good qualities to have, it shouldn’t make the design difficult to use.

Search bars are almost always in the top right location in a website or at least in the main menu bar. A user, after browsing several websites that follow this standard, becomes used to looking for search bars in that location.

If you decide to put the search bars anywhere else, your users won’t know where to look and what to do. Don’t make users think about how to use your website.

Improve the Visibility of Your Content

Plagued by decreasing attention span and patience, your users need a quick hit of content or they’ll go to the next dealer.

Your website design should always enhance the messaging, while staying in the background. Say your content is a grapefruit. Effective design is the difference between holding up your grapefruit before a crowd and launching that grapefruit from a catapult into the next town.

More visibility. Greater impact. Increased user affinity with your brand.

That doesn’t mean you should turn your design into a clown to get the attention. Always remember:

“Content precedes design. Design in the absence of content is not design, it’s decoration.”

Here’s how to really get your content noticed:

1. Set up proper visual hierarchy

Not all website content is made equally.

Certain parts of your website like contact forms and CTAs are more important than the others. And you’ll want to get more eyeballs on those parts.

Start by ranking the elements on a webpage according to your business objective as well as the actions you want the users to take on that page.

Then you can set visual hierarchy by either decreasing the size of the elements according to their rank or with the help of color and contrast.

Look at how Dropbox achieves this by having a prominent image as the biggest thing top of the fold.

No guesswork required.
No guesswork required.

The heading is second most important and hence second biggest element.

Although there are two CTAs, one is clearly more important than the other, as indicated by the solid blue color of the button.

2. Use whitespace more often

It is easy for business owners to frown upon whitespace. Seen as simply empty space on the screen, it is considered a waste of screen real estate.

But whitespace not only increases content legibility, it also promotes user interaction with the content.

We can understand neither but the right one looks friendlier.

According to research conducted by Human Factors International, use of whitespace between paragraphs and in the left and right margins increases comprehension by almost 20%.

3. Keep design consistent throughout the website

The visual design of your website should be consistent as well as the use of elements.

Users become familiar with such small details of your site and then it becomes easy for them to understand the content around those elements.

This includes your fonts, button colors, menu placement, icons, etc.

Don’t go swapping header/body fonts from page to page.

It will require some time for them to become familiar with the new fonts again and they won’t be able to selectively focus on the messaging.

4. Use imagery more

Studies show that people pay more attention to information-carrying images that show content that’s relevant to the user.

Images are given more importance because they’re easier to comprehend than words. In a glance, you can get an overview of the image and dive deeper if you think it’s important to you. The same cannot be done with text.

Enhance User Engagement and Experience

88% of online consumers are less likely to return to a site after a bad experience.

Here’s the thing:

The only way to guarantee that an audience will absorb your message is to provide an unmatched experience. And that means having empathy with the users.

“Customer engagement efforts are much more effective when marketers can anticipate what visitors are searching for, where they want to go next, what problems they are trying to solve, and what promotions will be of value to them.”

You don’t have to take every user out for a coffee and buddy up with them.

But you do have to understand their problems, the environment in which they’re making their decisions once they’re on your website, and their preferences.

Here’s how:

1. Design your website according to your ideal customers’ needs

Understanding your customers’ needs is the first step towards fulfilling those needs and providing a satisfying experience. For this, we need to create user personas or buyer personas or player personas.

Personas are semi-fictional profiles of your ideal users, the ones who will be using your website and interacting with your business.

Socrates said, “Know thyself.” I say, “Know thy users.” And guess what? They don’t think as you do.

Personas help you understand what the characteristics and goals of your users are, which in turn dictate how the users will interact with the website.

With this knowledge, you can create an exceptional experience for your users.

It will not only make them feel special but also push them to keep returning to your website.

2. Use responsive design (or close shop!)

48% of users say that if they arrive on a business site that isn’t working well on mobile, they take it as an indication of the business simply not caring.

Responsive websites are now considered a standard and are a must!

Responsive design ensures that your desktop site is accessible from all other devices without loss of vital information or hindering user experience.

People hate to zoom in to read some text and pinch on tiny buttons that are designed for a desktop website.

Being forced to browse a desktop site on mobile severely affects the user experience.

Go for non-responsive design if your ideal customers are ants. For everyone else, responsive design is the right choice.

3. Design user-friendly form

Forms are very important for your business as they allow micro conversions.

You can get the necessary information from the visitors and start to engage in a conversation with them.

The general consensus is that the shorter the form, the better because it takes less mental effort.

But there is another way to decrease the mental effort required by the user – break the long form into multi-step forms.

This simple tweak helped VentureHarbour increase their conversion rate by 300%:

They measured, they changed, they conquered.
They measured, they changed, they conquered.

The other things you can try out with single-step forms are:

  1. Make form inputs bigger so that mobile users can fill out the forms easily.
  2. Use natural language to better relate to the user and not sound generic.
  3. Use fewer form fields with auto-suggestions to improve overall user experience.
  4. Prefill data from the information that you already have about the user.
Like talking to my personal Alfred Pennyworth.
Like talking to my personal Alfred Pennyworth.

You can easily prefill country information by detecting user location or prefill card type information by detecting the card type from the starting digits and provide a satisfying experience.

4. Rely on user’s ability to recognize instead of to recall

Even though you’re looking to set yourself apart from the competition by creating a unique experience, you shouldn’t create something that relies on user’s ability to remember and recall something.

This is again a responsibility that we should stop shoving on the user.

Instead, make it easy for the user to recognize unique symbols on buttons by providing tooltip information on hover.

Your design should work hard so that your users don’t have to.

You can take this one step further by creating guided tours inside your SaaS platform so that users won’t have to expend energy on recalling.

Section 5

How to Make Design Part of Your Business Strategy

Almost every significant business has completed their transition to digital now.

With several thousand options to pick from, how do you ensure that people choose you over your competition?

Design can provide that edge.

In 2005, the Design Council conducted a study of 63 portfolios on companies that traded over FTSE over a course of 10 years. The results were clear – design is important for businesses.

They found that the companies who emphasized on design fared much better than those that were indifferent towards design.

“Every £100 a design alert business spends on design increases turnover by £225”

Design can bring a number of benefits when used systematically across your business. These benefits include:

  • stronger consumer trust
  • distinct and improved market positioning
  • improved customer loyalty
  • ability to expand with a stronger brand identity
  • increased sales of your products and services
  • increased customer retention and lowered customer acquisition costs

Design actually covers a lot more than the appearance of products, websites, packaging, and marketing collateral.

It is also about the experience that these things provide and takes into account how your customers interact with every aspect of your business.

Good design makes it easy for your customers and employees to accomplish tasks.

Successful businesses involve design while creating strategy, making key decisions, and setting budgets. When used from the get-go, design can save on costs, result in a better product and offer a better experience to your customers.

Here’s how you can make design a part of your business strategy:

  1. Conduct an audit of where and how design is being used in your business.
  2. Identify ways in which you can improve the design process. This may involve design-led user research to understand your customers’ preferences.
  3. Identify areas in your business where you’re missing out on design opportunities.

The design process should be managed like any other business process – set clear targets, provide space for collaboration, allocate budgets, and improve with feedback.

Final Thoughts

Reducing customer acquisition cost is constant business struggle.

But with smarter website design, you’ll be able to lend a unique character and voice to your brand.

You’ll be able to do the one thing that really matters when it comes to business success: help your customers and provide them a unique experience.

Apply the design principles and use whatever tool you have at your disposal to create this experience.

And then have a look at incorporating design to every aspect of your business once you achieve success on your website.

Your job is to make your customers stick: entice them, make achievable promises, and then deliver on those.

This is enough to lower your customer acquisition cost and create great value for your business.

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