What is considered best practice in modern web design?
Obviously design is subjective, and the look of your website can be an extremely personal choice, but here we are going to consider the design of the website from a functional and User Experience (UX) viewpoint. After all, the aim of most business websites is to convert visitors into sales (or at least into enquiries). Thanks to The Deep End for producing this infographic summarising some modern design trends for increasing user engagement.
Full width images
Catch their attention! A compelling, large, full width image can grab a visitors attention – it’s makes them stop and take notice. This ‘interruption’ can lead to higher conversion rates.
Split-Screen layouts
Direct your visitors where they want to go – in the shortest time and the fewest clicks. A split screen featuring identifiable graphics and a clear call to action can help direct users to the correct landing page.
Monochromatic colours
Make your CTA (call to action) stand out. This is often done by placing it in a hero banner over a monochromatic image in a contrasting colour, leaving visitors in no doubt where to click.
Prioritised navigation
Don’t clutter the menu up with too many options. Tuck less important ‘clutter’ away in sub menus to allow people to focus on what is important.
Minimal lead capture
Don’t ask for the user’s life history, a simple email address is all your require. Large forms turn users off, with most people (quite rightly) sceptical about giving away too many personal details.
Video
Video is an excellent way to build report and trust by personalising your brand.
Sticky CTA
Keep the CTA prominent by including it in a sticky header or footer, so that it is always to hand when a user is ready to take the next step.
Card design
Compartmentalising your topics into Pinterest style segments on the screen will allow visitors to quickly and easily locate the content they are interested in.
Single column CTA
Eliminate distractions from sidebars etc. A clear CTA in it’s own space can increase the click through rate.
Personalised user experiences
Everyone loves to feel special. Tailoring the user experience to the visitor using location, browser activity, previous purchases etc can have a positive effect on the user’s experience.
Summary
This is a list of possible techniques and features that we could incorporate into the design of your website. Not all of them will be appropriate for your site, but being aware of what is possible, what works, and crucially why it works will help to create a better user experience and ultimately a better website.
Could employing some of these techniques make your website more effective at generating leads or sales? Give us a call on 0118 935 7363 to discuss how we can help you to improve your website.
