The vast majority of consumers who make their way to an e-commerce website have no idea what it took to get that portal up and running. They don’t really care about all the mockups for the clients, the beta testing or the analytics that went into the creation of that site. They just want to get the information they’re looking for about a product.
If that company has done its work, then a sale will be made. That spells conversion success. You can help that prospective client by staying ahead of the conversion-boosting web design and UX trends for 2016. Here’s what you should be on the lookout for:
There is a reason why huge, flat-screen televisions are at the top of everyone’s holiday gift list. Large images are preferred by viewers. It won’t be long before 55-inch plus TVs are the norm. That same attitude can be utilized with Web page design. Large images are what attract viewers to stop and take notice. If those full-width images contain smiling faces, an ambient video playing in the background or cinemagraphs, then all the better.
Everyone likes to choose, even if those choices end up with the same positive result. An e-commerce site that offers various product categories or services can benefit from splitting those choices into distinct landing pages. This UX trend allows the customer to choose their own adventure when it comes to online shopping. Even something as simple as “shopping for her” or “shopping for him” will boost the conversion.
Monochromatic Colors With Contrasting CTA
The goal of a landing page’s call to action is to pop. The viewer’s eye should naturally gravitate toward that information. There is where the monochromatic color scheme comes into play. With a neutral background, a brightly colored CTA will definitely pop. That’s the kind of conversion you can count on.
The split-screen layout mention above offers a clean, either-or kind of choice. When you start loading up a page with too many navigation options, the user can be turned off. That is why stacking the secondary navigations options into a hidden menu icon can be a benefit. This UX trend will help direct the user to the place you want them to go.
Minimal Lead Capture
Do you want leads? Of course, you do. The best way to rope those in is with minimalism. Drop in the lead capture on its own landing page and offer a simple and direct incentive. It’s really the email address you want, and folks are willing to give that up if they get something in return, like updates for new products or special sale announcements.
Building a brand is all about building trust. A potential customer will feel better about a company if they can see it in action. A decent video library containing welcome videos, testimonials and product demonstrations will go a long way toward building up that trust. Keep them short and funny.
Follow the Pinterest model. Users like to see a variety of options displayed on vibrant cards. This allows them to click through on the image they are most attracted to without floating around a page. The card design is a strong pathway to conversion.
Implement These UX Trends
Armed with these design and UX trends, you should be able to excite your client and boost your conversions.
About The Author
Eleanor Hecks is the Editor-in-Chief of Designerly Magazine, an online publication dedicated to providing in-depth content from the design and marketing industries. When she's not designing or writing code, you can find her re-reading the Harry Potter series, burning calories at a local Zumba class, or hanging out with her dogs, Bear and Lucy.
You have discussed an interesting topic that every designer to know.