Novel use of scrolling and parallax
While scrolling was once used only for getting from the top to the bottom of a page, it’s now used for the better delivery of online content. Scrolling, if correctly applied can work help with all types of content delivery like video-based content where you scroll to play and pause content, and static content which animates, moves and changes based on the users’ input. This is why designers no longer place the critical content only over the fold as the fold is difficult to define with content viewed across different screen sizes and resolutions (please note, content before the fold is still significant it is just much harder to identify the fold).
There is also a marked change in how Parallax is used online as more brands us it to give their sites a more polished look. It’s a scrolling mechanism producing a 3d effect where the foreground tends to move faster than the background. If used correctly, it can give a sense of depth to release elements off the screen and add dynamism to the website.
Make use of negative space
The white, empty space you find lying in between the different elements of your web design is also called negative space. However, don’t get misled by its name as this negative space is actually beneficial to a website. In fact, the absence of negative space makes reading or using your site somewhat tricky.
This negative space is not only the space in between a page’s large elements or in between the sidebar and content. It also refers to space in between the page’s sentences, lines of text and even letters. It’s crucial that you emphasize this empty space as it keeps your website legible, scannable, and easy on the eyes. All this leads to increased conversions.
You can increase the amount of negative space on your website by using a smaller font so that there’s more space in between words and sentences. You can also increase white space on the site using larger margins and padding and by dividing large blocks of content into smaller paragraphs.
F-layout of web designing
Did you know that a user’s usual tendency is to browse the web screen in an F’ pattern? Researchers have used a heat map to prove that a user’s eyes usually lands on a web page in an "F" pattern.
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This means that people generally look from left to right while scanning a page, and then proceed to examine the page downwards while making comments where applicable. Placing the most important objects and calls to action based on the letter F-shape lines improves your conversions. Leave the places with lower visibility areas like the right-hand corner of your page for the least essential objects.
Don’t forget K.I.S.S.
KISS or the marketing mantra to Keep It Simple Stupid’ applies to web designing too. It’s instrumental in driving conversions as the more straightforward things are on your website, the higher and better are its conversions.
Aim at creating the simplest page by not just limiting options, but also by creating an uncluttered page with minimal distractions. There is a specific amount of information people can handle. Cramming too much of information on one page overwhelms and confuses visitors. The user experience on your website is enhanced once you get rid of any unnecessary additions to the design.
According to the 8-second rule, you only have this much time to get a visitor’s attention. With such limited time for gaining your visitor’s attention, you need to make maximum use of these 8 seconds.
You could use eye-catching images conveying the page’s primary purpose or use simple, large and clear signup buttons. Your headline should be large, brief and to the point. Adding a hover effect to your CTA button creates a more satisfying clicking experience. Besides, power words to help at making your copy more exciting.
Faces create familiarity
It’s human nature for people to like human faces as they help build a connection and understanding between them and the problem, dilemma or habit in the website content. So including faces in articles, testimonials, case studies, landing pages and opt-in pages help improve conversions. It’s better if the photo is positioned with negative space on one side. Then it is easier to place text or call to action on the other side.
If you are the face of a brand, have to hire a photographer to take photos of you. If not, you will need to either hire models or use stock photos accurately representing your brand that makes it easier for the user to see a connection.
User-friendly and easy to navigate interface
The easier it is for visitors to collect information and navigate from one page to another, the more conversions you can expect through your website. As mentioned earlier, visitors spend on an average 8 seconds on the site.
So too many buttons or clutter on your website makes it difficult for them to navigate to other pages. This may lead them to leave your website in search for another easy-to-navigate website. It’s even better if the menu items are easily accessible from any page.
The most informative and easy-to-use website design is useless if it’s not web friendly. This means that the website should be designed to work on all major browsers. It should also use Meta and alt tags and comply with crucial white hat search engine optimization techniques. This is important as it affects your site’s search engine rankings and visual appearance.
Get rid of errors
Errors like broken images and layout are frustrating to the visitors and thus lead to a reduced conversion rate. So getting rid of all these mistakes and perhaps using a 404 Redirect tool which automatically redirects visitors to a new page. If the page they were looking for is dead proves helpful at improving website conversions.
These are the most important web design elements and principles you should know to create an effective website design which increases conversions. Though there are many more trends, it is difficult to list all of them in one article. In this article we have outlined the most important elements of website design.
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