The design creates an impression of your company in the eyes of a potential user. An imbalance in UI design can alienate a customer from the very first impression stage, and according to research, a customer is more likely to never come back to your online resource. This is the time-tested data. In addition, the overabundance of sites of various topics has spoiled the modern user. Now even minor violations in the appearance of a web resource can negatively affect traffic.
How to design a resource so that buyers visit your project and come back again? Despite the high percentage of creativity in UX / UI design, there are basic guidelines and rules that should be taken into account when developing the appearance of an online resource. Our digital product design studio will tell you more about this.
The visual hierarchy of fragments
To highlight the most important components of the site, the visual highlighting rule is applied. This is especially true for fragments of the user interface. Developers need to highlight the main functional components of the resource, which are responsible for the purchase and navigation tools.
To do this, you can manipulate the location, size, apply various effects: animation, shadows, contrast enhancement, drawing a cut-off picture, or using a 3D effect. It is important to choose the right series of tools and integrate the effects in a way that does not overload the page or create confusion.
Using keyword forms
Optimization of text content extends more to SEO resource optimization. But some components, like headers, serve a dual purpose: optimize metadata and visually showcase a summary of the page’s content.
With the prevalence of scrolling, users devote less time to a detailed study of the page when looking for the information they need. Therefore, it is important to bring to the fore the “catchy” headings, which will serve as a magnet for further deepening of the user through the pages of the online resource.
Hierarchy of call-to-action fragments
When Chartbeat specialists analyzed more than 20 million websites in 2019, it turned out that the fragments located below the header have the highest conversion. This has not always been the case. This trend has to do with the associations of top spots with sponsored links. The Google search engine often places advertising content in the upper part, and the visitor reacts to this area often negatively, implying spam in it.
In any case, you shouldn’t only load the top of the site. You can take a closer look at other places and rationally distribute the pieces of the user interface using the top and top-left of the landing page.
The predominance of long pages
Short pages have a significant drawback – they require switching to the next page or terminating the dialogue with the user. In the next year, the tendency of scrolling long pages will only intensify. It is more profitable for an online store to provide as many items of a product as possible without interrupting the user for unnecessary actions.
This rule also applies to infotainment resources. The well-known YAP project in 2019 replaced page switching with constant scrolling down, as a result, site traffic increased by 23%.
Minimalism will never lose its relevance. A functional style with a “spacious” and uncluttered visual range remains a classic in the appearance of a selling site. The uniqueness and simplicity of the graphic fragments make it possible to better focus the user’s attention on the necessary information or product.
Ultimately, the client is driven by interest and the achievement of the set goal. Minimalism imitates room for freedom of choice and removes unnecessary semantic load, thereby freeing the user from unreasonable hesitation.
Research has shown that the most effective website prototype includes a simple one-column interface with large functional chunks. Most customers find it more convenient to use a site with simple navigation, where there is no need to spend extra time searching for the desired product.
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