7 Ecommerce Trends for 2017

I had the opportunity to interview a number of thought leaders from Adobe, RetailMeNot, SAP and more on ecommerce trends they’re predicting for 2017. Read the full article on Huffington Post

 

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1. Mobile, Mobile, Mobile— The growth of mobile is hard to overstate. In fact, it has gone beyond a trend and has become a key pivot in business, with mobile being used at every stage of the purchasing journey. Marissa Tarleton, CMO of RetailMeNot explains, “mobile content is influencing purchasing decisions on desktop, in-store, and on mobile. The most progressive retailers are now developing their content and marketing strategies with mobile first.” Retailers need to move to a mobile-first mentality, rather than simply optimizing their websites for mobile.

2. Mobile Payments — With the advent of Apple Pay, and with customers generally becoming more comfortable using mobile, the conventional wisdom that customers would browse but not convert on mobile is coming to an end. In Deliotte’s 2016 Holiday overview, they found that 78% of smartphone owners planned to use smartphone for holiday shopping. And it’s used not just for researching or cost comparison — 43% made purchases directly on their smart phones. These numbers are only expected to increase in 2017. Brands need to make their check-out process as simple and frictionless as possible for mobile users.

Read the full article on Huffington Post

Getting Started with Model Photography

Beautiful, unique photography is one of the key elements in building a strong brand. While many brands start with stock photography of models, it's hard to create a consistent brand look and you always risk a competitor using the same image.

Frequently when brands are looking to upgrade their designs, they're also working on their first professional model shoots. While we aren’t photographers and will leave the aesthetics specifics to those who are experts, we work DO work with brand photography all the time. This is a brief overview of what types of model photography tends to works to work well from a design perspective and what will leave you frustrated or worse yet, reshooting in a few months. 

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1. Shoot For Versatility

The most versatile model imagery for small brands is to have the models on a simple, solid color background like this example from Kevyn Aucoin. It looks elegant and modern and is also very easy to repurpose. 

 

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2. Think Results, Not Product

Avoid showing shots of the models using the products and focus on the results. It can be done well, like this example from Estee Lauder but often just looks a bit cheesy. Plus, if you ever want to change the products later, you’ll have to re-shoot or photoshop the model photography. 

 

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3. Consider the Cropping

Don’t crop the hair/head/body too closely. This allows for more versatility and flexibility — for instance here, mobile vs desktop croppings from the BECCA site. Think about the wide variety of places your photography will appear (website, banner ads, magazine ads, in-store signage, billboards, etc). Larger brands often have unique images for portrait, landscape, widescreen and square applications but it's costly for smaller brands.

Often the photographer will give a recommended cropping but try to also get the model shot in full for times when that won't work.

 

4. Keep Backgrounds Simple

If you do want to use backgrounds as part of your model shots, ensure they are not overly busy. Aesthetically, you don't want your background competing and distracting from your model. Practically, most likely you will have text overlays and you want them to be easy to read without a lot of photoshopping or work-arounds. Also, if the designer ever needs to extend the background this is much easier to achieve with a simple background.

 

5. But What About My Product?

You’ve spent all this time and effort developing the perfect product and packaging and want to show them off on your site. However, for smaller brands, tackle this a separate product photoshoot than creating the model photography around your products. These can always be collaged together later in Photoshop and allow you much more freedom and versatility.

Texture is also important for many beauty products and for this, you’ll need close-ups of the product. However this is also something best done separate from your model shoot. Simple swooshes of product are great to have on hand as you can repurpose them and collage together in visually interesting ways. Alternatively, give a hint of the texture of the product in the packaging itself.

How to Shoot Model Photography Your Designer Will Love Cheat-Sheet

Hope this helps get you started on product photography! If you some tips on product photography, please check out our guide to getting started with product photography.


Mobile Marketing Personalization - 4 Strategies That Work

Consumers love using apps to stay updated on the latest happenings with their favorite brands, and businesses that are taking advantage of this are seeing incredible results. One aspect of mobile app marketing that many businesses overlook, however, is the ability to personalize their mobile marketing messages. Here are four useful strategies for making your mobile marketing efforts even more effective by using personalization.

 

1. Utilize Location Data

Knowing where your app's users actually are presents you with the opportunity to craft messages centered around this information. When your users receive updates from you on their mobile devices that are highly relevant to where they currently are, it makes them more likely to take action in a way that benefits them and your business. For example, when a user comes within a certain distance of your store, you could have them receive an update that invites them in for a special promotion available only to users of your mobile app.

 

2. Include A Name

When someone sees their name included in a message they receive from your mobile app, it makes them more likely to relate to it and explore it further. This is why you should always ask for the name of your users when they create a profile through your app. Even this most basic level of personalization can have a positive impact on the conversion rate of your mobile marketing messages.

 

3. The Importance Of Timing

Every aspect of your app's usage should be tracked. When you analyze such data, you're able to make better decisions about your messages to users. One of the most important data points to keep an eye on is the time of day during which your users are most active. By knowing when a specific user is most likely to be responsive to a message sent through your app, you can tailor your content delivery practices accordingly. This also helps to improve the relationship you have with each user, as it keeps them from receiving messages from you during times that are inconvenient for them.

 

4. Segmentation Is Key

Segmenting your app's user base into clearly defined groups can have a great impact on your marketing campaigns. For example, separating your users into groups based on their activity level within your app creates the opportunity for you to reach them with messages crafted specifically to their interests. For your most active users, you could create a message thanking them for their loyalty and rewarding them with a special offer. On the other hand, new users of your app could get an update regarding a new feature that they may not have discovered yet within your app.

 

These methods are just the tip of the iceberg when it comes to mobile marketing, but they're a great place to start if you want to get the best results possible from each message you send to your mobile users. Even the most simple form of personalization, such as the use of a name or a location-based update, can help you stand out in the crowded mobile marketing space, and allow you to connect more closely with each person who encounters your brand.


Email Marketing Strategies That Improve SEO

If your business is stagnant, you might want to consider email marketing. Countless consumers make purchasing decisions based on content that arrives in their inboxes, and a successful email marketing campaign can also improve your website's SEO.

 

Attract Targeted Website Visitors From Email Campaigns

Google's ranking algorithms place a lot of importance on how long visitors stay on your website. Short visits to your website will indicate to search engines that the content you're offering is not relevant or helpful, which will cause your rankings to plummet. The best way to ensure this doesn't happen is to attract highly targeted traffic to your website.

Email marketing is a great way to accomplish this, as people who have already agreed to receive emails from you will truly be interested in the content you have to offer them when you direct them to your website. This results in longer visits to your pages, and in turn, better search rankings over time.

 

Stay Consistent

Sending your customers regularly scheduled emails with engaging content is a great start, but driving potential buyers to your site from your email is the ultimate goal. Within each email that you send out, include links to other blog posts or landing pages that promote your products. By reaching potential and current customers with these kinds of messages on a regular basis, you are able to keep your brand fresh in their minds at all times, as well as encourage them to make regular purchases. Like any other facet of business, consistency is key, and marketing through email is no exception to this rule.

 

Reuse Email Content On Your Website

If you want to succeed at email marketing, you'll have to spend a significant amount of time focusing on writing content for your email campaigns. In order to maximize your efforts in this area, be sure reuse this email content on your website. This is a great way to generate more SEO-based website traffic while decreasing the amount of time spent writing.

 

Encourage Social Media Sharing

When you send an email to your subscribers, encourage them to like and share your content on social media. Include social media buttons in each of your emails and on every post you publish on your website. The more your content is shared with the friends and followers of your readers, the more favorably search engines will view your content as they determine where to place it in their listings.

 

Creating and implementing a successful email marketing campaign is not always an easy task, but when done right, it can dramatically improve your business. By keeping these proven tips in mind, you will give your business the best chance possible of succeeding not only at email promotions, but at search engine optimization as well.


4 Reasons Why You Should Update Your Website Pages

High-quality, meaningful content drives traffic to a website, creates leads, and ultimately results in better profits. While regularly adding new content to your website is undoubtedly a sound strategy, keeping everything updated is just as important. Read on to gain some insight into why you need to update your website pages regularly.

 

1. Fresh, up-to-date content offers useful, accurate, and reliable information.  

Online users want content that solves their problems. Whether they're looking for trusted services or product comparisons, they want to obtain information that's helpful and current. In order to attract more site visitors, it's important to provide well-thought-out and engaging content that online surfers will be compelled to share through links and social media.

Your website should offer fresh content without any grammatical errors, incorrect statistics, or obsolete details that could lead to misinformation. When you regularly edit and update your website content with new, well-researched copy, you'll likely increase your customer base and actually make site visitors stay and take interest in your business, as you'll be able to meet their content needs and keep them coming back for more.

 

2. Fresh content boosts your authority.  

Expertise, authoritativeness, and trust (E-A-T) are key factors that Google looks for when assessing and ranking a website, and these are easier to establish when you deliver fresh, valuable content. The one undeniable element that online industry leaders have in common is that they offer useful, informative content that's targeted to their particular industries.

Many authoritative online marketers also ensure that old pages, especially popular, high-ranking posts rich in statistics, are periodically revised to reflect any recent changes in data. To position yourself as an industry leader, you need to offer exceptional content and make sure that your pages stay relevant and helpful. More people will start to trust you and what your business has to offer once you've successfully built your readership. 

 

3. Fresh content leads to frequent indexing.  

When you regularly update your site, Google takes notice and reevaluates your ranking. The more frequent you refresh your content, the more frequent your site gets indexed. Frequent indexing gives you the opportunity to climb to higher rankings as long as you update old pages with relevant and engaging new copy.

Web crawlers, which are advanced programs that search the Internet to discover new and updated pages, index websites according to methodical processes and various algorithmic factors. They tend to index websites more quickly if the sites have new links to more current sources. This means you should edit out links to old, outdated sources and replace them with new links to help get your site indexed faster. 

 

4. Maintenance is an important factor Google considers when evaluating a website's ranking. 

In addition to expertise, authoritativeness, and trust, maintenance is crucial for your site to rank highly. To show Google that your site is properly maintained, you have to make sure that your pages are current, relevant, and accurate. Web crawlers are always looking for fresh content and updated pages, and Google is more likely to push your site ranking higher when you consistently publish valuable information on a regular basis. Repurposing old content is an excellent way to produce something new and keep your website fresh.

 

Now that you understand the importance of tuning up your website, the next steps are to determine which pages to edit, decide what kinds of changes to make, and monitor implemented changes. Once you analyze results and identify patterns, you'll be able to devise a good strategy that gives you higher traffic, rankings, and conversion rates. We frequently work with clients who want to create ongoing refreshes to their website for exact these reasons.


Life, Joy and Renewal: Greenery, Color of the Year 2017

Like most designers, I have a love-hate relationship with Pantone’s color of the year. Sometimes it seems to capture the spirit of the moment so perfectly, it acts as a visual metaphor for the whole year. Other times it feels out of step or even a bit dated.

However, this year Greenery feels like a perfect choice.

It is a color of nature and nurturing — or “nature’s neutral” as Pantone refers to it. It feels like a deep breath, a reserve of lush optimism and hopeful renewal. It’s about healthy living — both eating green and environment.

Some reviewers feel like this vibrant green is already overdone with the omnipresent houseplants, monstera leaves and models peering out from behind plants that dominate on Instagram.

However it feels fluent as part of a national discourse. It avoids the politics of blue, red or even purple that’s so dominated the color conversation coming into 2017 but instead feels like a call for healing, growth and renewal. 


5 Branding Basics That Will Always Be True

Much of human understanding has changed over time. Cocaine, for example, was once viewed as a health product. However, not everything changes. There are some fundamentals in branding that will always be true. Whether you're looking at your personal brand or something for your business, there are a number of fundamental rules you must know and follow.

 

1.    It's Better to Offer a Few Great Products Than a Lot of Mediocre Ones

If you offer too much to someone, they'll get confused. That doesn't mean they're dumb - it just means they have more on their mind than just you. Offer them ten different things and unless it's medicine or something of equal importance, they'll probably go somewhere else. It also weakens your brand as a whole.

This applies whether you're building your personal brand or one for your company. For example, having more than one blog, no matter how appropriate, can dilute your brand and dissuade people from following you.

 

2.    Reviews Will Serve as Your Brand Ambassadors

Interpersonal skills are important, but are nowhere near as important as having good ratings and reviews around the Internet. Reviews have always been important, but since the rise of the Internet they've become even more relevant. The average customer will look up how your products or work is rated before even considering your services. Many of them will trust it as much as they would a friend's recommendation.

Have a call to action placed wherever you can to leave a review on Yelp or wherever is appropriate for your business. At the end of your site's pages or on receipts is a good start.

 

3.    Focus on What It Brings, Not What It Is

Customers are inherently focused on what something can do for them. The mistake many brand agencies and marketers make is thinking that telling customers about the product will tell them what it can do for them. They're two different things - the former talks about you, while the other talks about how it can make the user's life better. Don't tell them that your teeth whitening formula has thousands of hours of research behind it. Show them how wonderful their life will be once they get rid of all those pesky stains.

 

4.    Get the Right Name

The most successful brands are the ones that have become synonymous with their offering. YouTube is synonymous with online videos, as Colgate is synonymous with toothpaste in many countries. It's not just their success either - the right name matters. There's a reason Google, for example, became synonymous with search engines. Many would say that it's because it makes for a good verb ("Googling"). 

Take the time to consider how people many use your brand's name and what variants can come up before choosing one. Unlike your logo or your company colors, you can't adjust the name of your brand easily later on.

 

5.    Expansion Should Be Heralded by a New Brand

Creating new offerings is by no means a mistake, especially if you do it properly. The only time problems can come up is if you end up branching too far from your main product. If you're selling food, offering detergent may not exactly jive with your current market and can dilute brand recognition. 

If you want to expand, it's probably time for another brand. That's why many large companies actually control multiple brands - when it was time for them to expand their offerings, they created new brands to cover those new items. 

 

Remember that it will always come down to how your brand is perceived. It doesn't matter what you're selling, to an extent. It doesn't matter what you want it to stand for if the public doesn't see it the same way. While initial success isn't limited by your brand, it will certainly limit your long term growth. If you're in it for the long haul, make a strong brand.


3 Key Principles to Maximize Conversion Rates

Driving traffic to your website and capturing the attention of potential customers is only the first part of the sales process. Once your intended audience has arrived at your website, you need to convince them to buy your products and services. Many businesses focus on drawing visitors to their website but pay much less attention to turning those visitors into paying customers. If you're experiencing a low sales rate, despite driving significant traffic to your website, these three key principles will help you to maximize conversion rates.

 

Identify and Research Your Target Market

Understanding your audience is the single most important factor throughout all parts of the marketing and sales process. The more clearly and narrowly you can define your target market, the more effectively you will be able to identify and fulfill their needs. Specific information about your ideal customers, such as their age range, marital status, job title, annual income bracket, beliefs and interests can be extremely valuable when planning your marketing and sales copy, as it will enable you to find angles that appeal to them. Understanding their fears and desires can be even more valuable, as the ability to stir emotions in your target market can often produce the best results.

Tailor Your Landing Page

Many businesses make the mistake of using a generic landing page or sending website visitors directly to their product sales page, which often leads to high bounce rates. Usually, new website visitors arrive at your site looking for a specific product, service or information, especially if they have clicked through from a link on another website, social media platform or marketing email. Using a generic landing page will not captivate their attention, while a product sales page will make them feel pressured into making a decision. Creating dedicated landing pages that are tailored to each marketing campaign or specific promotion is essential for reducing bounce rates.

Trim the Fat

Your landing page, sales page and product description should all be laser-focused on the product or service you are promoting and all information provided should contribute towards achieving your goal. If your goal is to sell a specific product, then all elements of your landing page should contribute towards this goal. Remove any extra information or potential distractions, such as unnecessary graphics, links and non-essential information. Focus the visitor's complete attention on the product you are trying to sell, the benefits they will receive by purchasing it and how it will help to improve their life. Avoid using pop-up windows and flashing or animated graphics, as these can distract and annoy potential customers.

 

Poor conversion rates are often the result of a badly-designed, generic or distracting landing page, all of which can lead to high bounce rates. Identifying and researching your target audience is the first step in creating an effective landing page, as it helps you to understand your customers' needs. Designing tailored landing pages that focus completely on your sales goal is the key to maximizing your conversion rates.


5 Web Design Fails That Kill Mobile Traffic

Internet traffic on mobile devices such as smartphones and tablets now accounts for more than half of overall volume, and if your website doesn't present a useful and attractive experience to mobile users you'll be missing out on a large amount of traffic. Where once it was necessary to build entirely separate sites for mobile users, to take into account the severe limitations of the then available technology, modern day mobiles are much more capable and can deal with most modern standards.

However, there are several different design considerations that need to be borne in mind to appeal to the average mobile visitor, and failing to take note can be very damaging to traffic levels and ultimately sales. Here are the top five mistakes to avoid.

 

Basic Incompatibility

The days when mobile devices varied widely in their website rendering are hopefully far in the past, and with modern smartphones there's little excuse to release a site that displays badly or not at all on the vast majority of devices. However, the only way to be sure is to test, test, and test some more - ideally on physical handsets, but there are also several websites such as Browserstack which provide comprehensive emulation options covering the whole spectrum of devices, browsers, and operating systems.

 

Information Overload and Screen Clutter 

Despite the impressive advances in display technology over recent years, it's a simple physical fact that smartphone screens are smaller than regular monitors. They may boast ever higher resolutions, but trying to pack too much into this restricted space just makes for confusion. Added to this, many mobile users access sites while on the move, with less time to digest information, and so it's vital to reduce the amount of clutter and get straight to the point.

Techniques such as Responsive Web Design (RWD) allow the selective removal of less important data depending on screen size, helping to ensure that the most vital content is shown without the distraction of extraneous information or purely decorative graphics. It's also a good idea to pare back site navigation for mobile users, making it easy to reach the most important parts of the content without presenting bafflingly detailed menus on that cramped screen.

 

Going Overboard With Forms

No matter the platform you're aiming a website at, it's good design practice to minimize the number and size of forms you require visitors to complete. Little turns a surfer away more quickly than having to spend time entering information for no obvious benefit, and this goes even more so for visitors using mobile devices where 'fat finger syndrome' can make information entry frustrating and slow.

Avoid this by limiting form usage as much as possible. For example, if your site requires a log-in for full functionality, enable this via existing social networks with a single click. If you really must use forms, then make them as easy to navigate as possible by ruthlessly removing all inessential elements, and using functions such as geo-location to pre-fill as many fields as possible.

 

Overcomplication of the Interface

Going further with simplifying design, the increased complexity of modern websites has led to many adopting user interfaces that are almost application-like in their functionality. Even on systems with large screens and physical keyboards, there can be compatibility and usability problems unless the design is very well executed. On small devices, this approach is even more risky.

However, there is a solution. Modern mobile operating systems come with a full set of familiar, well-thought-out widgets that can be used to design an app that will be compatible and usable, so why not take advantage? If your website experience requires an app-like interface, consider cutting to the chase and writing a real app, linking to it from your standard website. There's a balance to be struck between turning away users who might be reluctant to download an app, and providing a satisfying experience for everyone, but if possible it's good to at least provide the choice.

 

Not Seizing the Moment

Many mobile surfers use their devices in short bursts, briefly checking out a site before completing their surfing or transaction later in a more comfortable setting. Ensuring that a visitor has a reason to revisit should be a high priority for any site, but especially so when it comes to mobile users given their short attention span. Make their research easy, but also offer a way to encourage them to come back, such as signing up for a genuinely useful mailing list offering free gifts, discounts for downloading your app, or any other way you can think of to grab their attention and prompt a second visit. If you don't attain some level of conversion on their first visit, they likely won't be back.

 

It's a varied internet these days, and it's fast becoming the case that the once-standard visitor using a desktop computer is in a minority. Every site should have a solid mobile strategy in place unless the developers are happy to turn away large amounts of traffic. It's never too late to start the process, and taking note of the above points will provide a good foundation for your site's future mobile growth.

5 Areas of Customer Concern Your Website Needs to Address ASAP

Ecommerce is now firmly woven into the fabric of modern business, and it's a rare company nowadays that doesn't have a web presence. However, there is still a residual mistrust of online shopping among many customers - regular stories of hacks, fraud, and other types of cybercrime mean that many are still wary of trusting their personal details to a new website.

To overcome this hurdle, it's vital to fully address five major concerns to reassure potential customers that your site is the right one for them to shop at - after all, giants like Amazon are only ever one click away.

 

Clear Delivery Information 

If your site sells a physical product, then it's essential that delivery information is given up front. Nothing is more likely to provoke an abandoned shopping cart than the sudden, unexpected addition of punitive shipping costs during the checkout process. If you offer free delivery, make this clear as a selling point, but equally make sure that if you do charge for shipping then the customer is aware of this from the start, to avoid conversion-killing surprises later on.

 

Clear Returns Policy

Many online retailers see customers returning sold items as a huge problem. While it's clearly preferable that an order remains completed and not sent back, trying to actively discourage returns can be counterproductive. In some niches, notably clothing, up to one in three items dispatched are returned by the customer, and this simply needs to be accounted for as part of the cost of business. Indeed, if a customer cannot reassure themselves that returning a product for refund or replacement is acceptable and easy, they're much less likely to place the order in the first place. Counter to many retailers' instincts, making shopping appear risk-free with a clear returns policy can be the final factor that turns an undecided visitor into a customer.

 

Easy Contact Methods

Providing a faceless contact form as the sole means of a customer getting in touch with you isn't going to cut it when it comes to engendering trust. Even if you don't expect it to receive much use, providing a toll-free contact number, and making it clearly visible to all site visitors, goes a long way towards building confidence. The same goes for live chat as a contact method - research shows that invitations to use the facility are generally ignored, but it acts as a subliminal verification of a site's trustworthiness.

 

Has the Customer Found What They're Looking For? 

In a crowded internet, you need to grab your visitor's attention immediately by making it clear that you can provide them with what they're searching for. A site that gets straight to the point with a clear indication of what it's selling will be far more successful than one which tries to dazzle with polished multimedia displays. Offer your visitor a fast, efficient solution to their problem and you're halfway towards turning them into a customer - and leave any distractions such as cross-selling or upselling until after the deal has been sealed.

 

Is the Website Trustworthy? 

Finally, it goes without saying that if a visitor doesn't trust your site, they won't be handing over their credit card details anytime soon. Does your site project the image of a legitimate business? While it's not necessary to have the slickest, most highly designed website on the web, few people will have confidence in a site that looks like it was thrown together by a schoolchild one afternoon back in 2003. It's also essential to have properly implemented secure shopping in place, along with a clear privacy policy, to reassure potential customers that there is a real business behind the site, and not a fly-by-night scam operation.

 

If you always put yourself in the shoes of a customer and build your site to overcome any concerns they may have, your conversion rates will thank you for it.


7 Common Usability Mistakes in Web Design

Web design has come a long way in the last few years. The user experience is now one of the most important aspects of effective design, and for good reason. Consumers today expect a great-looking website, but if it's difficult to use, they'll look elsewhere. To keep your visitors engaged, here are some of the most common usability mistakes you should avoid.

 

Too Much Focus on the Homepage

Your homepage may be easy to navigate and look professional, but what about the other pages of your site? In many cases, users may not even see your homepage, instead landing on inner pages from search engines or social media links. This is why it's crucial to spend an equal amount of time on the usability of every page on your website.

 

Lack of Hierarchy 

When looking at a web page, it should be obvious where you want users to look first, second, third, etc. Otherwise, people will struggle to make sense of the page. To ensure users focus on your key messages in the right order, you need to effectively use font sizes, colors, and layouts that help people figure out what the most important information is.

 

Hidden Navigation

The design trend for parallax scrolling and other techniques doesn't always impress users who are simply looking for information. It may look good, but when it comes to site usability, navigational links should still be easy to find.

Creating a site structure that makes sense to users is key. Links should be labelled correctly, describing exactly what type of content users will find after clicking on a link. Too many websites use poorly labeled links, which means users struggle to find the right path to the content they're seeking. If links lead to different pages with related content, the solution could be to consolidate content so that it all falls under just one link.

Links that resemble advertising are also a common usability mistake, with users skipping content that has an added design element, such as a border or background color. To avoid confusion, avoid adding unnecessary design elements around a link. Alternatively, use simple graphic symbols alongside text to highlight its meaning, such as a telephone icon to show where to go to for contact information.

 

Information Overload

Filling pages with walls of text makes it incredibly difficult for users to locate the information they need. Remember that users scan content, so you need to use enough white space to break up blocks of text, write shorter paragraphs, and use bulleted lists, headings, and bolded keywords to make it easier for users to find what they're looking for. This is even more important for e-commerce product pages, where users are looking for specific information about a certain product.

 

"Secret" Contact Information

Many websites fail to show their contact information prominently on the web page. You at least need a dedicated "Contact Us" page link in the main navigation bar. Many visitors will be looking for a way to contact you. Make it easy for them to do so!

 

Inconsistency

Consistency in design means ensuring similar elements look and act the same. If your first subheading is Arial in dark grey with a 16-point font size, the rest of the subheadings should be the same. Are your hover effects all the same? Do links have the same color? With proper planning, you can make sure your design remains consistent and users have a better experience.

 

Non-Responsive Design

A recent study by ComScore and Millennial Media reported that around 56 percent of online content is viewed on smartphones. Businesses cannot afford to ignore the rise of mobile, which means responsive design should be a priority for every business. It's not only crucial in terms of the user experience, it's also essential for SEO.

While design trends come and go, the fundamental needs of website visitors remain the same: users need to find information easily, without distractions. Don't worry if you've made any of these errors; they're common in web design. If you remember that usability is ultimately more important than looks, and you focus on your users' needs, you can avoid many of these design mistakes.