There will always be aspects of web design that will remain evergreen. User-friendly navigation, data security and fast load times should be a given on any website. To keep your website at the forefront these website features and elements can help.TRUiC research provides in-depth business analysis and reviews on website builders that can help you make better decisions.
Smart Content Load
Resource-heavy websites are often laden with graphical elements and third-party integrations that can slow it down dramatically. Luckily there are many different ways to develop smart websites that will only download the content you see.
Lazy loading and infinite scroll are tools that top social networks have been using for years. This approach is also popular with one page websites. Lazy load ensures that the web browser only downloads the content seen on the screen. This helps to save resources and time.
Personalized Content
Have you visited a website, only to return some time later to find out that the content has changed? That’s quite possibly due to the website tracking your browsing history and knowing your locations. This is a technique employed by some of the most advanced websites in a bid to offer personalized content. Custom content created for users can increase conversion and is especially important for e-commerce website owners who frequently display recently viewed, saved or liked products online. Another frequent practice is highlighting abandoned cart contents for returning customers.
Lead Nurturing Forms
Online lead generation forms are an invaluable element of a marketing website. Progressive or dynamic contact forms on landing pages will display fields according to the lead’s progress. This allows the website owner to get to know the website visitors without having to ask too many questions. Ideally you don’t want to display too many fields on the form. Integrating this information with CRM tools is a useful strategy to boost conversion rates.
Chatbots
This feature has been popular for the past few years and will continue to be relevant in 2021 as chatbots become more human-like. Through the advances in artificial intelligence and machine learning, chatbots are becoming more sophisticated and it is not unreasonable to expect that chatbots could become the norm for customer service requests.
Micro Interactions and Animations
Micro interactions on websites refers to small animations that offer feedback to users. It is as simple as the link insert changing color when a user clicks it. These interactions help to draw attention and aides in a user-friendly experience.
Micro animations are extremely helpful when guiding users through your website and adds an element of playfulness to your site. Think for a moment about the Google Doodle. This playful and temporary alteration on Google’s homepage is intended to commemorate events, holidays, achievements and notable historical figures. It is without question one of the most famous use cases for micro animation.
Minimalism
The old adage, “less is more” certainly rings true here. Sometimes referred to as “flat design”. Typically associated with a lot of white space usage, this design element may see people experimenting with bold pops of colour. A great example of colorful minimalism can be found on the Shopify website. Each page features a bold background color and clean text with minimal design elements. The result is quite pleasing to the eye.
Using Color Strategically
Shying away from the neutrals companies seem to have favoured over the years, the choice of bold, saturated colors will help to visually differentiate your brand from others. Color can evoke certain moods when used mindfully. Color psychology has been around for a very long time and while the way we interpret colors is subjective, some general feelings are associated with certain colors. Green typically denotes nature while red carries with it a sensation of energy and passion.
Smart Video
It is no secret that video has been touted as a must-have for websites. While it is a highly effective marketing tool, it needs to be thought out. The smart video has purpose and meaning. Simply embedding YouTube videos on a website for the sake of having videos, is not going to make the cut for today’s discerning internet user. Oftentimes one high-quality and well thought out video is more favorable than a dozen haphazard ones.
Takeaway
While it is clear that many website elements and features have come and gone over the years, evergreen design elements will most likely continue to drive conversion rates in the years to come.
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