Top Conversion Driving Web Design Trends of 2019
Looking at the year so far we see that website designers worldwide are starting to prioritize certain elements over others, focusing on usability and user experiences above all, and attempting to use design elements as a way to drive conversions.
A truly functional and intelligently designed website can be a serious revenue booster. This post highlights six trends that we have been observing and explains how businesses both small and large can increase revenue and clicks on site. The benefits can be significant — according to Design Advisor, a $1 investment in web design can have a return of up to $100.
1. Navigation ease and user experience
Ease of navigation is paramount for a well-functioning website visitors are likely to return to and enjoy using. In an age where everything is accessible and served to us on a platter, dealing with a site that is difficult to navigate is not something users appreciate. Web designers are focusing on design which results in navigation bein as intuitive as it possible, thus allowing the user to surf through a site without having to think too much. Maintaining consistency across different pages, presenting information in a clear and visible way, and avoiding disruptive pop-ups can go a long way in creating an enjoyable user experience. The stakes are quite high, as 50% of potential sales are lost over cumbersome website designs.
2. Engaging content
Besides realizing that users demand a frictionless user experience, site owners should also embrace the importance of establishing a streamlined and easy to follow content strategy. Many brands are now investing in the production of engaging content in the form of blogs, vlogs or even reviews. Ideas for content are endless, and as long as the content campaign is focused, optimized and well-targeted, there’s little risk that it will go wrong. 82% of potential customers will trust a site if they are faced with their custom content which presents another benefit of carefully curated content.
3. Responsive design
According to Statista, global mobile data traffic will have increased sevenfold from 2016 to 2021, and mobile devices already account for almost 50% of website visits. These numbers continue to rise, and this growth brings challenges for website owners. While it may seem intuitive that websites should be fully usable for mobile visitors, 91% of small business sites are not responsive, meaning that there is still work to be done. Having a site that is fully adaptable to mobile users is not very difficult, with many responsive website templates available.
4. Website speed
Although briefly mentioned in the last paragraph, website speed deserves a spot for itself. This is one of those often ignored factors, with many sites only fixing speed issues after encountering complaints. Research has uncovered that increasing speed can work wonders for conversions. For instance, Shopzilla, an ecommerce site, managed to speed up their site by 5 seconds and saw a sales increase of up to 12%. Expectations in this field are very high, as almost 50% of users expect a site to load in under 2 seconds. These high expectations make it so that any increase in speed can work in one’s favor, yet having a slow site is an unnecessary risk. Many online tools help measure site speed and health, meaning that even for small sites, keeping an eye on loading times is not overly time-consuming or financially demanding.
5. Eye-Catching Layout
In 2019, more and more web designers are taking bold steps such as using broken-grid layouts and making illustrations the centerpiece of their sites. These brutalist and minimalist styles are very effective for previously mentioned reasons: navigation ease and usability. Having visually enticing design without compromising on usability should be the end goal when it comes to aesthetics.
6. Contact information
This one sounds basic, but many business owners make it very difficult for their visitors to reach the required contact information. The fact that almost 64% of users look for contact information after landing on a site makes this even worse. Luckily, this year has seen an increasing number of websites that prioritize contact information, making it extremely easy for a visitor to contact the business or get the needed contact details. This is an extremely effective strategy: JJ Bean, a Canadian coffee chain, increased traffic by 48%, transactions by 100% and minutes on site by 74% by making it easier for visitors to identify their store locations and contact details.
Paying attention to these trends can help businesses take full advantage of their online presence. If we are to leave you with one last remark, it is that you should always prioritize user experience over aesthetics, and never compromise on responsiveness and functionality. No matter the size, every site can benefit from some well-implemented optimization!