Post by Joe Davies
Want a website that drives sales and automates lead generation?
88% of online users are less likely to go back to any website where they had a bad experience. If you want to engage customers and boost your sales, you need to keep up with the marketing trends that work.
But there’s more to the web design than just stunning visuals.
The best designs combine best usability practices and visibility to guarantee a good user experience and boosts conversions and engagement.
Here are some of the latest web design trends for 2019 that you can use to increase your marketing ROI by building trust, increasing user engagement, improving customer acquisition and retention, and establishing your brand as an authority.
1. Experimental Visual Designs
You need to entice users and grab their attention with creative marketing elements that stand out from the competition.
This can include:
- Using asymmetrical layouts to draw attention to particular content and convey dynamism.
- Create some visual interest to the page as well as texture or depth by using gradients with luminous and bright colours.
- Add diagonal lines to the page to direct the visitors to the core elements on any page such as the call-to-action.
- Use vibrant colours that will capture the user’s attention and display a bold brand image.
- Use 2 tone colour schemes or drop shadow to create a 3D effect on the simplest designs on your page.
- Add large titles and bold typefaces that grab attention and create a unique brand identity.
2. Video and Animation
Using video and animation is a great way to grab attention and accentuate your brand image.
This is also an effective method for increasing customer engagement.
Some of the latest trends to consider in this aspect include the following:
- Dynamic full-screen video background that will capture the visitor’s attention and communicate a specific brand message within the shortest time possible.
- Create visual interest, increase engagement and highlight the key content by using various animation techniques such as animated text, CSS3 animation, non-traditional scrolling designs and scroll-triggered animation.
- You can rotate the brand videos on the homepage every time someone refreshes the page.
According to the web design team at Joanne Antoun, a holistic health service provider, adding animation to buttons has increased click-through-rates, saying that “By adding a rotating carousel showing the different services we provide, we were able to boost page views for our services. This is because the animation captures the reader’s attention and shows multiple services in case the first one they see isn’t the one they need”.
3. Interactive User Interface
Interactive features capture the visitor’s attention and increase the time people spend on the site.
According to Diego, Sydney SEO expert at Search It Local, adding interactive navigation buttons on a page has boosted engagement, saying “by adding a simple button that scrolls the reader to a submission form has boosted conversion rates by more than 20%. The theory is that by getting the reader to take a small action before a bigger action, like pressing a button before entering an email, the reader becomes more willing to act. This builds momentum”.
Also, they can help communicate the key information or help with visualizing data to showcase the brand’s relevance. That’s why more and more websites have adopted interactive user interfaces to achieve trust and conversions as a result.
You can also use interactive design features to showcase personalized content as well as product recommendations. A few examples include product selectors and calculators.
Keep in mind that you need compelling web design to engage the customer experience and deliver the most relevant information to keep your customers educated, increase conversion and build trust.
4. Usability and User Experience
Poor site usability and user interface design will create a bad user experience and ultimately reduce your conversion rate.
Take note of the current user experience statistics to know how your users are being affected.
Note that, a bad user experience will have a negative impact on your SEO ranking. Here are some of the notable usability features to improve.
- Site Speed – In July 2018 Google started using the website’s load time to determine the search engine ranking. Note that, most users expect a site to load within 3 seconds or less. You should optimize all the page elements including animations and images to avoid slowing down the site.
- Mobile Optimization – More users visit the internet on their smart devices to make purchases. Redesign your website to cater to mobile visitors. Google has a mobile-first indexing feature that gives top priority on the search engine results to sites that are mobile optimized.
- Smart Content – A personalized website experience is the key to increasing engagement and conversion. You can deliver targeted content on your site through leveraging consumer data management and marketing customization tools.
- Minimalism – Use design techniques such as clear typography, contrast or white space to make it easier for users to access information on your site and find what they need with ease.
Accessibility – Improve your site’s accessibility to all people so you can reach a wider audience. You can use alt tags, default HTML tags, keyboard navigation, closed captions for media, title tags and ARIA tags.
5. Unique Persistent Elements
Previously, web designers wouldn’t consider persistent elements such as headers and footers.
However, they provide relevant information and improve the user experience, if used correctly. For instance, it’s easy to rotate the header to show a different image when the page refreshes.
They can also be used on different pages to show a call-to-action that’s relevant to the content shown on the page.
According to the team at Brian Thurtell Plumbing, a plumbing company in NSW, by adding a persistent call-to-action in the header has increased their revenue, saying that “a persistent call button on the top of the page with brief copy reduces any friction for the reader. They can click to call at any time, on any page. They don’t have to look around for the contact page or fill out a form”.
You can also include relevant links in the footer as an expanded navigation menu, newsletter sign up, search box or social media icons. That way, users have an easy time getting the information they need.
The first step is improving your website design. Afterwards, you need to incorporate conversion focused elements such as video and images, usability and user experience, and experimental visuals.
Combining aesthetics with conversion elements allow you to maximize your ROI, educate your visitors, build trust, and ultimately boost your sales.
Joe Davies is an Australian freelance writer and Sydney-based university student. As an Interior Design, he has a passion for learning about global changes in business culture and specialises in entrepreneurship and innovation-related topics. When Joe isn’t at his desk, you’ll find him exploring National Parks.