Like any fashion trend, web designers and digital marketers are in a constant battle with the dynamic nature of the web. The consistent bombardment of culture on the web has saturated the online environment with a range of trends, causing designs and digital marketing tactics to go out of date quickly. For designers, it’s crucial to stay on top of these design trends, particularly in the case of ecommerce websites, where users are likely to spend a longer period of time browsing and navigating.
As we move further into the year, there are clear new trends emerging and others that are being phased out. We’ve compiled some of the most popular ecommerce website design trends towards the end of last year and the beginning of 2016.
In some ways, the world of ecommerce website design is being influenced by the world of product design. Large screens are becoming the norm in the tech world, with tech giants such as Apple and Samsung demonstrating this in their latest smartphone releases. Designers have latched on to this trend by using large, attractive imagery and hero images on their sites to stir up emotion, build trust and entice purchase.
This is particularly important for ecommerce websites selling high end, bespoke products, as the high price associated with these products often requires a more complex purchasing decision. Furthermore, as internet speeds increase worldwide, web designers have a lot more bandwidth to play with in order to create a richer, media led browsing experience.
In the last few years, the focus of many ecommerce website design projects has been to develop a site that is mobile responsive. In a recent survey by Google, it was found that 57% of users won’t recommend a business with a poorly designed mobile site and 41% of users have used a competitor as a result of this.
In 2016, however, the market is becoming saturated with mobile responsive sites and as mobile responsiveness becomes the norm, the need for differentiation grows all the more important. Although mobile responsiveness offers a flexible solution, it doesn’t provide a fully mobile-centralised user experience, which could prove to be the difference between making a sale and losing a customer.
The web is rife with easily accessible ecommerce alternatives, so why should the customer choose yours? Providing your potential customers with a simple, unique and intuitive user experience is crucial when it comes to ecommerce website design. Your site should be easy to navigate, but still contain all the relevant, useful information that drives potential customers into converting ones.
There are a number of ways you can improve the experience for your users, from content such as reviews and technical specifications, to visuals such as bold images and subtle animations. However, web designers have access to a plethora of different media when communicating over the web, and choosing the most appropriate medium can be a complicated decision, presenting a challenging outlook for digital marketers and ecommerce web designers throughout 2016.
Stay tuned, we'll be publishing part two of our blog post soon!
As a Digital Marketing Executive, Matt specialises in the reporting, analysis and implementation of SEO best practice on clients' websites. His role at Urban Element is to ensure websites are being indexed by search engines, ranking for target topics/keywords and are appearing on visible SERPs. Matt has experience of working with various search marketing tools, such as Moz, Screaming Frog and Google Analytics, as well as popular CMS Adobe Business Catalyst and Wordpress.