The Root of Your Cost of Acquisition – Web Usability and User Experience

If you’re spending money on marketing and people are visiting your website – that is great!

Though, this is only half the battle won.

If you don’t take steps to optimize your website and facilitate conversions, your cost of acquisition is destined to go up.

In today’s business climate, where COVID-19 has impacted economic activity and moved things online; improving usability and customer experiences has become a top priority.

Interested in finding out how you can improve conversions and drive down your cost of acquisition? Read On.

Give Users Clear Buying Paths

Start by making sure that you have clearly defined your buyer personas. When you have your buyer personas in front of you, you know who is visiting your website and what their needs and motivations are.

A strong understanding of your customer’s preferences helps you build clear buying paths which can help them easily access the information they’d like and easily make their purchases or place inquiry requests.

If you’re a business offering diverse solutions, it always helps to give your customers different options to identify with when they visit the website such as their industries, functions, professions, etc.

As your customer moves along the buying funnel, it is crucial to add in elements that help increase brand awareness and differentiate your offerings from competitors. One way to do this is to focus on your content.

Clear, precise, and informative content can help you drive conversions and exponentially improve user experience.

Focus On Analytics and Keep Things Simple

According to HubSpot, 38% of people stop engaging with a website if the content or layout is unattractive.

This is why it is important to focus on the design.

Focusing on the analytics and current performance metrics of your website can help you identify the areas of improvement. Some of these metrics include the number of visitors (both total and unique), top-performing pages, bounce rates, leads generated, and pages indexed.

This helps you identify which pages need to be worked on and which ones need to be handled with care. For instance, if some pages already have high traffic as well as high conversion rates, it is better to not make any major changes to them and use them as a point of reference when it comes to design elements for the other pages.

It is easy to get carried away by fancy or out of the box design ideas but it is more important to keep the focus on things like meeting user requirements, offering clarity, web accessibility, and website speed.

Following Best Practices for CTAs and Conversion Points

Having a clear and accessible Call to Action (CTA) and optimizing the conversion points helps you communicate what exactly you would like the customer to do – like opting for a subscription, buying a product, or selecting a business solution.

Following best practices can really help.

These are tried and tested strategies that have worked for businesses and can help you in increasing your conversions.

It’s Not About You – it’s About the Customer

When we get too caught up in website redesign or other nitty-gritty details of the process, it is always helpful to take a step back and see what the customer would want.

For instance, for many customers, especially when it comes to retail, good mobile versions of the website are important. Research shows that 57% of internet users say they won’t recommend a business that has poorly designed the mobile version of their website.

So, no matter how great your website is, if it is not optimized for mobile, your cost of acquisition will remain high.

At Pulsion Marketing, we help define your web strategy, so that it is in line with your customer preferences and overall business goals. To get expert advice and see how we can assist you, call 1-888-701-4441 or visit for a free consultation.