Conversion rate therapy: What works best in web design this year
Every year, web designers look for new and innovative methods to optimize the conversion rate. They investigate technological improvements but also popular trends in art and culture. Changes in everyday lifestyle have a major impact on web design trends. People are changing their expectations, likes, and dislikes. Web design industry has to keep up with their wishes.
2019 is a year of personal development. People are overwhelmed by technology and feel the need to rediscover themselves. This is both a group and an individual search. For the last decade, technology has amazed and fascinated people. Today they have larger TV sets, smaller laptops, faster Internet connections, but less time for themselves and their families. In arts, design, and photography, trends are incorporating this social transition to self. To have a good conversion rate web design has to adapt to people’s needs more than ever. At least five major trends rule in web design this year.
People no longer use only wide screens. They are more and more addicted to their mobile phones and tablets. This means websites need to be mobile friendly and this extends to the images they use.
A good photography software can scale and transform images in any format is needed. While image quality won’t be affected, composition and perspectives are different for landscape and portrait format pictures. How a photographer decides to frame an image establishes if it’s a vertical or a horizontal image. In this case, post-processing can’t help.
When the natural format of a photograph fits the display’s format the entire design is fluid and easy to follow. Choosing vertical images has more benefits for mobile devices. It’s easier to hold the mobile phone vertically and slide up or down. So in 2019 vertical images will be in high demand. This trend refers to photography as well. In 2019 vertical photographs will arrive in exhibitions and stock libraries.
Using vertical images in web design doesn’t interfere with the use of common photo sizes. There will still be popular sizes for social media platforms and other specific destinations.
Color trends of the year
When it comes to color trends there are two major sources: the Pantone Color Institute and stock photo libraries. The Pantone Color Institute has named Living Coral the color of 2019. This color is perceived as natural and sociable. It’s a symbol of people’s need for optimism, joy, and real connection. The institute’s choice wants to bring people closer to each other and closer to nature.
On the other hand, stock libraries published their statistics and predictions for this year. Their influence will also be visible in websites’ themes, illustrations, and graphic design. In 2019 they predict that neon colors like pink and blue will be much used. They also announce an increased demand for earth colors and natural greens. Stock libraries base their predictions on people’s search and downloads.
Colors are extremely important in web design. They convey subtle messages about the brand and the products or services it sells. Colors can change moods and provoke strong impressions. There are colors or combinations of colors with powerful cultural meanings, which is better to avoid. The color analysis in relation to the target audience and brand culture is essential in order to have a good conversion rate.
In the past years, minimalism has increased in people’s preferences. This trend influences interior design, photography, art, and architecture. It refers to using just a few elements in a simple combination and allowing as much empty space as possible.
In web design, empty space is called negative space, and it’s what makes a website readable. It’s the space between all elements (characters, paragraphs, images, sidebars, etc.) and it’s widely believed that the more negative space you leave, the better.
Minimalism increases the use of negative space and transforms it into a stylish design. In 2019 geometric shapes, simple shadows, and splashes of color ensure a readable content and a memorable design. Using just the useful elements and renouncing to many of the decorative elements give people a relaxed space. They feel relieved, protected, and look more carefully to the existing elements. Without clutter, people navigate more easily and the number of satisfied clients increases.
Popular trends – Going back to nature
Grabbing attention and keeping it are the base of a good conversion rate. It’s important to focus on aspects that relevant to the audience at a specific moment. One of the most popular trends in 2019 is a healthy lifestyle. People become interested in nutrition, organic food and cosmetics, sustainability, eco-friendly services, and sports. They are more aware of the environmental crisis, polluted cities, and endangered animals. It’s one of the reasons that brought earth colors and green shades among the color trends of 2019. Going back to the nature trend influences many industries and arts. The organic product market is increasing. Photography focuses on adventure travels, social issues and documentaries, environmental crisis, and photojournalism. Interior design is going back to natural materials.
Web design can improve conversion rate by relating to popular lifestyle trends. It can grab attention by placing elements close to people’s interests near the website’s key points. The association occurs in many forms, like specific shapes or textures (trees, for example), animations, meaningful symbols, background images, etc. In web design, Gestalt proximity principle is largely used as a way of keeping people’s attention. The principal claims that “elements tend to be perceived as aggregated into groups if they are near each other”. Grouping together items of interest will make them easier to memorize.
Time is Precious
While people seem to be more and more addicted to the Internet using, they have a shorter attention span. They don’t have enough patience to wait for a website to load more than a few seconds. Although high-quality images are a must, they also have to load fast. Websites use high compression rates for images. There are other methods for fast loading too. Browser caching, content delivery network, and optimized files and themes are some of them.
Loading time isn’t the only one that matters. The time spent looking for what they need is also important for people. A navigation system has to be intuitive, fast, and friendly. A good website has enough categories to have everything in order, visible signs to see where you are and how to get back to the beginning, and shortcuts all over the place. Especially for e-commerce not wasting clients’ time goes directly into sells department.
Conversion rate optimization is a full-time job. Experts run tests, study the audience paths and preferences, analyze metrics, and develop personalized solutions. Web design isn’t the only one responsible for the conversion rate, but it’s one of the major factors. The design influences clients’ mood and first impression. It exhibits products and services and influences the way people perceive their quality. In web design, some things never change. The rule of thirds, the KISS principle, and a user-friendly navigation system don’t depend on trends. But there are certain aspects that depend on the audience.
In 2019 the audience needs fast results and easy access. It’s aware, present, and involved. People look for connectivity and friendship, but they want everything fast and without much work. They are already used to receive anything they want from technology. To achieve a good conversion rate web design has to focus on people. This year the trends in web design are similar to the ones recorded in photography, interior design, and arts, and they are people oriented.