5 Easy and Effective Ways to Attract New Customers With Web Design Elements
Converting new customers is becoming more challenging by the day. For starters, there’s a huge number of options consumers have to choose from. But on top of that, people are spending less due to rising prices, growing interest rates, and mounting financial pressure.
With this in mind, businesses must find effective ways to attract new customers in 2023 and beyond.
But while changing consumer habits is not something most brands can endeavor to do, business owners can invest efforts into optimizing existing customer acquisition channels to work more efficiently.
Knowing that web design plays a tremendous role in attracting consumers (and turning them into paying customers), one way to boost conversion rates is to optimize your website.
So, without further ado, here are the top easy and effective ways to attract new customers with web design elements in 2023.
One of the most common reasons people don’t go through with their shopping intentions is their fear of making risky decisions with their hard-earned money. It’s the reason fewer than 20% of Baby Boomers are willing to switch brands and why 19% of consumers abandon their carts, feeling like they can’t trust businesses with their credit card information.
But while risk aversion may be a common theme amongst consumers, it shouldn’t stop you from attracting new customers. Instead, it’s just an indicator that the best way to capture new leads is to prioritize engagement and interactions.
The easiest way to use web design to accomplish this goal is to remove some of the emphasis from your sales conversion elements and redirect it toward your lead-generation site features.
For instance, don’t use prime real estate on your awareness-stage landing pages to convince web visitors to purchase your solutions. They’re highly unlikely to purchase anything at this phase of the buyer’s journey. So, instead, aim to convert them into qualified leads. You can do this by getting them to subscribe to a newsletter. Alternatively, try convincing them to sign up for a no-strings-attached free trial.
If you look at the Lucky Orange homepage, you’ll see that this is precisely what the SaaS brand does. It uses the hero section of the page to invite prospects to sign up for a free trial that only requires an email and does not involve giving away credit card info. This strategy is guaranteed to result in the brand successfully generating more leads than by promoting an opt-out trial or pushing sales.
The second web design element you can use to boost your brand’s ability to convert new customers is educational and self-service content.
Research shows that educational content does tremendously well at convincing people to convert. In fact, one study discovered that consumers who read an educational article were 131% more likely to convert when compared to a control group that didn’t consume such content.
But while most businesses do invest in the production and distribution of blog posts that web visitors can use to learn something new, most fail to see that this type of resource can be transformed into a conversion-boosting element shown on relevant landing pages.
A great example of a brand that uses educational and self-service content to attract new customers comes from Going’s Flights to Anywhere landing page. As a subscription service that allows people to book cheap flights, this brand’s primary goal is to generate as many leads as possible. However, knowing that some consumers aren’t willing to sign up for a service, Going shares its expertise for free to convince these risk-averse consumers that it’s a highly trustworthy brand that web visitors can trust to have their best interest at heart.
One of the best ways to design a high-converting landing page is to enhance it with credibility-boosting elements like social proof and trust badges. But if you’re willing to invest more effort into attracting new customers, find ways to elevate traditional trust signals into something more advanced.
For example, research from 2022 discovered that 74% of French, 68% of US, and 61% of German consumers consider data-driven product recommendations when evaluating solutions online. And even more, almost 40% of consumers trust data-driven shopping advice more than recommendations from human salespeople, showing just how effective science-based trust signals can be.
With this in mind, if you’re looking for effective ways to attract new customers with web design elements, consider enhancing your site with advanced trust signals.
A great instance of this strategy in action comes from Eachnight’s Best Memory Foam Mattresses page. Here, you’ll see that the author’s credentials are displayed in an easy-to-notice spot. More importantly, the article includes a Why Trust Us section, which describes the brand’s recommendation selection process, pointing out that it’s supported by a group of experts consisting of sleep coaches, engineers, and product evaluators.
When aiming to boost conversions, there are two strategies you can choose from.
On the one hand, you can use web design to address your target audience’s pain points. When going this route, you can use emotional marketing messages and convincing CTAs. They can be quite effective at inspiring web visitors to convert immediately.
On the other hand, you can also focus on building a relationship with your prospects, doing your best to inspire them to engage with your brand as often as possible. While this tactic requires a bit more effort (and doesn’t shorten the buyer’s journey), it’s the better option for most brands.
The first reason is that it doesn’t alienate risk-averse buyers. The second is that it promotes closer bonds between your brand and your target audience, resulting in your solutions being the first choice people think of once they’re ready to purchase.
Now, when it comes to boosting web visitor engagement, no web design element works better than interactive tools. Research shows that pages with interactive content see 28% more views and 52.6% more engagement.
For this reason, it’s a good idea to brainstorm ideas for developing functional tools, calculators, and resources to include on your landing pages. A great example of this strategy in action comes from MarketBeat, with its Artificial Intelligence Stocks List making it super-easy for web visitors to evaluate AI investment opportunities based on expert analyst ratings (without having to become experts themselves).
Finally, as you endeavor to attract new customers, don’t forget that one of the best ways to leave a positive impression on web visitors (and maximize their chances of converting) is to deliver an unmatched customer experience.
And if you’re not entirely convinced that investing in CX (and UX, for that matter) is worth your effort, consider that 69% of consumers want retailers to deliver better shopping experiences.
But what are the best CX-boosting design elements to invest in to attract buyers?
According to PWC, 51% of consumers want shopping to be more convenient and are willing to invest in product subscriptions to make their lives easier. So, it’s not a bad idea to offer this option on your website.
For example, check out the Transparent Lab Mass Gainer Protein Powder product page. You’ll see that the Subscribe option offers not just a lower price but free shipping as well. That’s a great way to incentivize conversions and customer loyalty.
Clickable Contact Buttons
Another excellent way to prioritize convenience and use it to attract new customers is to allow web visitors to get in touch with a single click. Take a look at how they did it on the Shop Solar Complete Solar Panel Kits page.
As you can see, this page uses a highly visible CTA to invite consumers to call during working hours. Plus, the design also features a live chat element, making it easier for prospects to reach out to a sales representative and get the required help to make a purchase decision.
Another design strategy well worth investing in is to use accessibility features that will make your site more inclusive.
These tactics can include simple design changes like ensuring sufficient contrast between background and text to adding ALT descriptions to images. Or, you can take things to the next level by enabling text-to-voice content consumption, allowing web visitors to browse in dark mode, or even developing virtual and augmented reality features to make it easier for your audience to get a good feel of the solutions you offer.
To see an example, check out the Partake Foods homepage. You’ll notice a handy Accessibility button, which allows users to adjust how the site displays. This makes it easy for anyone to browse the brand’s offer and (hopefully) convert into a customer.
There you have it, some of the easiest and most effective ways to use web design elements to attract new customers who will be in love with your brand.
Whether you implement one or all of the techniques discussed in this article is up to you. But rest assured that taking even the smallest steps towards making your site more user-friendly will translate into conversions. So don’t hesitate to take action and start the design-enhancing process as soon as possible.