Ecommerce saw impressive changes in 2017 especially in the field of web design. Internet trends changed the realm of online business. As a result of adopting some of these modern web design techniques, there was a marked increase in website traffic and the conversion rate for these websites. There’s no question on how effective these strategies are, the numbers can speak for itself. But, how about for next year? Will these techniques continue to be relevant?
To answer those questions, let’s dig deeper into this year’s trends, and see which ones will carry over in 2018.
Optimizing content for mobile users
Most people spend more time on their mobile device than in front of a desktop. These days, mobile gadgets are not just portable, they are also powerful enough to perform tasks your computer can. In a society where people are constantly on the move, spending time chained to a desktop is impractical. Mobile phones are the obvious solution to this problem since you can multi-task and perform various functions using your smartphone or other portable device.
Given this scenario, it’s crucial for a site’s web design to be responsive to mobile devices. This trend will arguably become more prominent, and in 2018 web designers should continue their efforts in this direction. Forecasts reveal mobile traffic will exceed desktop traffic by year-end or early 2018. Payments through mobile devices will also see an increase.
Pro Tip: It’s better to add a top navigation bar for hot links on mobile, to make the website easier to navigate. Don’t try to fit everything into your website using the hamburger menu system. It’s harder to find the page you need with the hamburger icon which is why a lot of people dislike it.
Prioritize Customer Experience
Customers come first. This adage remains true even in the ecommerce industry where customers shop for the items they want on their own. It’s not unusual for customers to compare several websites to find the store with the right kind of product. Of course, they also want to know the item is value for money. Although most online shopping websites are already user-friendly, customers might require some help during the process. This means your website should provide a way to assist customers throughout the buying process.
Victoria’s Secret is a fine example of how to bridge the gap between online and brick and mortar stores. The web design integrated helpful functions to assist customers who require help while shopping for a product. Personalized questionnaires and chatbots can perform a similar function on your website. It’s safe to say that this trend will persist and continue to draw in more traffic in 2018.
Provide access to more features
Your web design should never feel lacking to your customers. For this reason, web design efforts by major ecommerce companies focus on adding more features for a richer experience. Trending web page design strategies to accomplish this goal include adding unlimited product categories and items on a page. Many websites focus on social media integration, a feature which is as important as optimizing the website for mobile devices.
An effective method to push customers to check out their carts is to include limited promotions for free shipping and other discounts. All these trends entice customers to complete transactions faster and provide the support they need to complete a purchase. Hence, there’s a good chance that this will still be around and popular by 2018.
Integrating Video Content
Pictures speak volumes, so just think about all the stories you can tell with a video. Videos are not just an excellent entertainment option, it’s also an effective way to convey information by combining words, footage, and images for a greater impact. Given these things, it’s not surprising why video marketing gained a large following in a short period of time. Beardbrand and ASOS are two sites where you can find the best uses of video integration on the product page to provide more information about the product and make customer service entertaining.
Beardbrand’s approach is to provide tutorials and guides on how to use the product. Meanwhile, ASOS has a mini online runway so customers can see how the clothes will look in real life. The method of delivery may be different but the video marketing strategies of these two companies worked wonders.
Product Reviews and Testimonials
In 2018, product reviews and testimonials will become more prominent in website design since these are effective strategies in attracting customers. A staggering 88 percent of online customers consider testimonials as personalized recommendations. Customers prefer buying goods from sites with customer testimonials than from websites without this feature.
Internet scams are becoming scarier than ever, so testimonials on the quality of the products and the services of the website provide assurance on the legitimacy of a business. Hence, sales conversion rates shoot up when a website adds testimonials and reviews on their page.
What do these trends mean?
When it comes to ecommerce web design, it’s all about value-added features providing better customer experience. It’s rare for online customers to buy the first product they find, no matter how much they like it, without checking things through. The web design with the highest conversion rates are the ones that offer information while allowing customers to have an entertaining shopping experience.