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Making Minimalism Functional in Web Design

Today, great design isn’t just about conveying the right amount of information in a certain number of pages. 

There’s more to creating the perfect website than experimenting with visuals and sound. Designers need to think carefully about how each element of their site impacts the overall user experience. 

After all, with billions of websites available to explore, it takes something truly immersive to convince your client’s audience that they should stay on their pages. The more convenient and attractive your websites are, the more likely it is that visitors will want to stick around. 

Minimalism, one of the more popular styles of web design from the last few years, can sometimes assist designers in making attractive and effective websites more functional.

The less clutter and confusion there is on a page, the easier it is to navigate. 

So, how do you embrace the benefits of functional minimalism?

Understanding Functional Minimalism

Many webs designers are convinced that minimalism is all about aesthetics. 

They see a website like Hugeinc.com and assume that the minimalist appearance is all about making the website as attractive as possible.

However, the underlying ideas of minimalism in web design go much deeper than this.  The history of minimalist design begins with Japanese culture. Japan has long focused on balancing simplicity and beauty with its architecture, interior design, and even graphic design. In the Western world, minimalism got its day in the sun in the web design environment, after customers endured years of cluttered and complicated web pages with difficult navigation, overwhelming information and clashing graphics. 

Designers began to experiment with the idea that less really could be more — particularly when it came to the digital landscape. 

The Functional Rules of Minimalist Web Design

For a while, minimalism was the most popular style for a website. During 2018, in particular, minimalist web design soared to the top of the designer demand list, as companies fell in love with a combination of white space, simple navigation and bold text. 

While now, there are other design trends stepping into the industry, designers can still benefit from exploring some of the essential rules of functional minimalism. After all, visual complexity has been proven to damage a person’s perception of a website

Additionally, a study conducted by the EyeQuant group found that a clean and simple design can lead to a lower bounce rate. Minimalism gives viewers less to contend with on a page, which can allow for a simpler and more straightforward experience. Additionally, a clean website can also drive additional benefits, including faster loading times, better responsivity between screen sizes and more.

Because you’re only using a few images and well-spaced text, you can even experiment with different strategies, like graphics and dynamic fonts. Look at the Manuel Rueda website, for instance, it’s a great example of how a minimalist design can be brimming with activity.

So, how can any designer use the principles of functional minimalism?

1. Focus on the Essentials

First, just like when designing a landing page, designers need to ensure that they’re concentrating only on the elements in the page that really need to be there.

This means removing anything on the website that doesn’t support the end-goals of the specific page that the viewer is using. Any pictures, background noise, buttons, or even navigation features that aren’t going to support the initial experience that the visitor needs, must go. 

Think about what’s going to distract your visitors from the things that are important and concentrate on giving everything a purpose. For instance, the Plus63.org website instantly introduces the visitors to the purpose of the website, then allows users to scroll down to get more information. The data is spread clearly through the home page, pulling the viewer into a story. 

2. Embrace the Positives of Negative Space

Negative space is one of the fundamental components of good minimalist web design. 

Every part of a good website doesn’t need to be filled with noise to make a difference. White, or negative space can help to give your viewer the room they need to fully understand the experience that they’re getting. 

From a functional perspective, it’s the difference between placing someone in an overflowing storage container and asking them to find what they need or placing them in a room where items are carefully spaced out, labelled, and waiting for discovery. 

The Hatchinc.co website uses negative space to ensure that information is easy to consume. You can find the different pages of the site easily, the social media buttons, and the newsletter subscription tool. Plus, you get a chance to see some of the work behind the site.

3. Make it Obvious

One of the biggest problems that consumers have encountered in recent years, is the concept of “choice overload”. 

Whether you’re in a store, or on a website, you’re never sure what to do first. Do you check out the blog posts on the site to learn more about the authority of the company? Do you visit the “About” page, to see where the brand come from? Do you head to their product pages?

As a designer, functional minimalism can help you to make it obvious what your audience should do next. As soon as you arrive on the AYR.com website, you’re not overwhelmed with choice. You can either head to your bag, “shop now”, or check the menu. 

Since the “Shop Now” CTA is the biggest and most compelling, the chances are that most visitors will click that first, increasing the company’s chance of conversions. 

4. Simplify the Navigation (But Don’t Hide It)

The AYR.com example above brings us to another concept of functional minimalism. 

While minimalism and simplicity aren’t always the same thing, they should go hand-in-hand. When you’re designing for functional minimalism, you should be concentrating on helping visitors to accomplish tasks as quickly and easily as possible, without distraction. 

That means that rather than overwhelming your audience with a huge selection of pages that they can visit at the top or side of the screen, it may be worth looking into simpler navigation options. A single menu icon that expands into a full list of items remains a popular design choice – particularly in the era of mobile web design. 

For instance, look at the simple menu on newvision-opticien.com.

With this basic approach, designers can ensure that visitors are more likely to click through to the pages that their clients want their customers to visit. They can still find what they need in the menu, but it’s not taking up space on the page, or distracting them. 

5. Set Great Expectations with the Top of the Screen

Functional minimalism can also help today’s designers to more quickly capture the attention of their visitors from the moment they click into a website. 

The content that’s visible at the top of the page for your visitors is what will encourage them to take the next step in their online experience. Make sure that you’re providing something that keeps your audience interested and gives them the information they need. 

That way, you’ll lower the risk of high bounce rates for your clients, while also taking advantage of minimalism’s ability to deliver quick access to information for your audience. 

At the top of the page, the Kerem.co website instantly introduces the visitor into what the website is all about, and what they should do next. 

You can even deliver more information in one chunk at the top of the page, without cluttering the environment, by using good UI animation. 

Consider implementing a slideshow of pictures that flip from one image to the next, or a font section that dynamically changes as your audience has chance to read each sentence. 

6. Use Functional Minimalism in the Right Spaces

Remember, functional minimalism isn’t just for home pages. 

Depending on what you want to accomplish for your client, you could also embed the components of minimalism into landing pages, portfolios, and squeeze pages too. 

After all, when there’s less clutter and confusion on a page to distract a potential audience, there’s a greater chance that your visitors will scroll to the bottom of the page and complete a conversion. For instance, look at how simple and attractive the Muzzleapp.com landing page is.

The page provides useful information and tells customers exactly what they need to do next. There’s no confusion, no complexity, and nothing to hold visitors back. 

Just be careful. While functional minimalism can be very useful, it won’t be right for every website. A lack of elements can be harmful to websites that rely heavily on content. That’s because low information density will force your user to scroll excessively for the content that they need. Using functional minimalism correctly requires a careful evaluation of where this technique will be the most suitable. 

Minimalism Can be Functional

A minimalist design isn’t just an aesthetic choice. The right aspects of minimalism can simplify interfaces on the web by eliminating unnecessary elements and reducing content that doesn’t support an end goal. 

The key is to ensure that you’re focusing on a combination of aesthetics and usability when creating the right design. An easy-to-navigate and beautiful website can be a powerful tool for any business.  

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Source de l’article sur Webdesignerdepot

How to Get Dark Mode Design Right

Dark themes are everywhere these days. 

As human beings continue to spend more of their time interacting with technology, dark themes provide a more relaxing way to engage with the digital world. More often than not, these themes are easier on the eyes, more attractive, and perfect for the dedicated user

Throughout 2020, countless leading brands have debuted their own version of the dark theme. Google has a solution for your Drive, while Apple and Android have built dark theme performance right into their operating systems. 

If you haven’t learned how to make the most out of dark mode yet, then you could be missing out on an excellent opportunity to differentiate your design skills, and earn more clients going forward. 

Why Dark Mode?

Before we dive too deeply into the possibilities of creating your own dark theme, let’s examine what dark mode is, and why it’s so effective. 

Ultimately, dark themes are created to reduce the amount of luminance emitted by everything from your desktop and laptop, to your smartphone and smartwatch. Dark themes help to improve the visual ergonomics of design, by reducing eye strain, adjusting brightness to suit current lighting conditions, and more. Additionally, many dark mode offerings are also fantastic at conserving battery life. 

Here are some of the main benefits of adding dark themes to your design portfolio

  • Better user experience: A focus on user experience is one of the most important trends of the digital age. You need to be willing to deliver incredible experiences to everyone who visits your website if you want to stand out today. Dark mode reduces everything from eye strain, to battery power consumption. This helps to keep customers on a website for longer.
  • Innovation and cutting edge appeal: Most companies want to prove that they can stay on the cutting edge of their industry. The ability to offer an opt-in dark mode version of a website theme or appearance can help your clients to stand out from the crowd. As the environment becomes more mobile-focused, more companies will be looking for designers that can provide the best mobile experiences. 
  • Support for universal design: Dark mode isn’t just great for people who have light sensitivity at night. This solution could be more comfortable for visually-impaired users who would struggle with eye strain when visiting your websites otherwise. If you want your content to be more inclusive for a wider range of viewers, then learning how to design for dark mode is a good way to start.

Best Practices When Designing for Dark Mode

Designing for dark mode is easier than you’d think. Most of the time, it involves simply thinking about how you can replace some of the brighter, more overwhelming aspects of your site, with something deeper and darker. 

Here are some useful tips that will get you moving in the right direction. 

1. Experiment with Colors

A big issue for a lot of web designers when it comes to developing a dark mode solution is that they get too caught up with things like pure white text against pure black backgrounds. However, this high-contrast option can be a little much after a while. 

It’s often much easier to use a dark grey as your primary surface color, instead of a true black. Additionally, rather than using bright white, think about slightly off-white alternatives that will be warmer to the eye.

Experiment with surfaces and color combinations that are unlikely to cause too much eye strain. Dark grey foundations often offer a wider range of depth, too, because you can demonstrate shadows on grey. 

Additionally, when you are experimenting with colors, remember that saturated colors often vibrate painfully against very dark surfaces, making them harder to read. Desaturating your colors will help to reduce the contrast and make your websites more welcoming. 

Lighter tones in the 200-50 range will have better readability on dark themes. However, you can always experiment with your choices. Google Material Design recommends using a contrast level of around 15:8:1 between your background and text. 

2. Consider the Emotional Impact

Much of the effort involved with dark mode design is figuring out how certain colors work together. It’s easy to get carried away with stark contrasts, particularly when you’re used to working with a white background. However, you need to remember that you’re designing for a user that’s primarily looking for an easier and more subdued browsing experience.

While you’re working, remember to consider the emotional aspect of the design too. The emotion in colors can make or break a buyer’s journey in any environment. However, an often overlooked-aspect of color psychology, is that people perceive shades differently when they’re on a black background

For instance, think of the color green. On a light background, it conveys nature and even financial wealth. However, on a dark background, the same green could come across as something venomous, toxic, or even sickly. It’s important to think about the kind of impressions end users are going to get when they arrive on your site.

3. Give Users the Freedom to Choose

One of the biggest mistakes you can make when you begin designing for dark mode, is thinking that you should focus entirely on your dark themes, and nothing else. This lines you up for a problem if you interact with users who want the best of both worlds. If you’re designing for apps in particular, you’re going to need web pages that can switch naturally between light and dark themes. 

Learning how to implement both a dark mode and a light mode option into the desks you create will help you to reach a wider selection of customers. Remember, you’ll need to test the performance and impact of your designs in both themes, to check that they deliver the same kind of experience, no matter how your user chooses to browse. 

Although dark mode should offer a different experience to end-users, it still needs to feel as though they’re browsing on the same website. That means that you’re going to need to experiment with the most natural combination of light and dark mode options.

4. Remember the Basics

Remember, although the three tips above will help you to get on the right path for dark mode design, you’ll also need to consider the opportunities and limitations of the platforms that you’re designing for. The kind of dark mode experience you can deliver for Google Chrome websites is going to be very different to what you can create for something running on iOS.

Examining the documentation provided by the system that you’re designing for will help you to develop something with a close insight into what’s actually possible. 

Other top tips for dark mode design include:

  • Focus on your content: Make sure that your content stands out on the page, without being too overwhelming. 
  • Test your design: In both light and dark appearances, you need to make sure everything is working as it should be.
  • Adopt vibrancy for your interfaces: Vibrancy helps to improve the contrast between your background and foreground. 
  • Use semantic colors: Semantic colors adapt to the current appearance of a website automatically. Hard-coded color values that don’t adapt can seem more aggressive. 
  • Desktop tinting: Try experiment with things like transparency and filters to give your websites and apps a slightly warmer tint – ideal for late-night browsing
  • Icons: Use individual glyphs and icons for dark and light modes if necessary. 

Ready to Design for Dark Mode?

Preparing your web development and design portfolio for an era addicted to dark mode can be a complex experience. You need to think carefully about how people are going to browse through your websites and apps when they’re searching for something more subtle, and less visually overwhelming than the websites that we’re used to making. 

The most important thing to remember is that everything on your website or application should look just as beautifully tailor-made in dark mode as it does in light mode. Simply adding a dynamic black background when people want to switch settings in an app isn’t enough. You need to go in-depth with your designs and examine how different fonts, colors, and images work together.

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Source de l’article sur Webdesignerdepot

Exciting New Tools for Designers, October 2020

This month’s collection of new tools, resources, and freebies for designers is a smorgasbord of sorts. You’ll find everything from useful APIs to icons to tutorials to fonts.

Let’s get right into it, here’s what new for designers this month:

Tooltip Sequence

Now that your app or website is ready, you might need to help users engage with it. Tooltip Sequence is a simple JavaScript package that helps you create a series of small tooltips that will guide users through product features with a small description of what they need to know. It looks great and the best part is this tool saves you from having to create each tooltip description manually on each page and link them together.

Serenade

Serenade allows you to free up your hands with voice coding technology. Use natural speech and stay productive with this tool that allows you to code without typing. It works across multiple coding languages and platforms. It’s as easy as “add function hello” and the tool knows what syntax to use.

Gazepass

Gazepass, which is still in beta, is a nifty API that allows for passwordless multi-factor authentication for any website or mobile app. It uses biometrics on any device or platform to make getting into apps or websites easier for users.

Filters.css

Filters.css is a CSS-only library to apply color filters to website images. Installation only takes three steps and includes a variety of filers, such as blur, grayscale, brightness, contrast, invert, saturate, sepia, and opacity.

Sidebar Webring

Sidebar Webring is a collection of blogs and websites that are focused on web design. The curated list is handpicked for superb content for designers and developers. But, what’s a webring? It’s a collection of linked websites in a circular structure that are organized around a theme. The term is a throwback to the early days of the web in the 1990s and 2000s.

Wicked Templates

Wicked Templates is a set of responsive HTML templates made with Bulma and Tailwind CSS that you can style and use as you wish. Use these templates to jumpstart projects. Free and paid options available.

WP Umbrella

WP Umbrella will help you keep sites running in a healthy and safe manner on WordPress. Monitor uptime and performance, PHP errors, and keep up with hundreds of websites from one dashboard.

Servicebot

Servicebot helps you create customer-facing embeddable billing pages that work with Stripe payments. This premium tool is quite user-friendly and works with websites or SaaS.

Custom, Accessible Checkboxes with Perfect Alignment

Create custom, accessible checkboxes with perfect alignment every time. This walkthrough shows you how to use CSS to align elements and labels.

Sombras.app

Sombras.app is a nifty tool that creates 3D object shadows. Use the easy on-screen controls to get just the right orientation and shape.

urlcat

Urlcat is a tiny JavaScript library that helps you build URLs with dynamic parameters and without mistakes. The friendly API has no dependencies, includes TypeScript types, and is just 0.8KB minified and gzipped.

Reacher

Reacher is a real-time email verification API that lets you check the validity of an address before you send the email. Reduce bounce rates in an instant. (The personal version is free.)

Swell

Swell is a most powerful headless ecommerce platform for modern brands, startups, and agencies. Create fast and flexible shopping experiences with the API and headless storefront themes. This is a premium tool but does have a free trial.

No Code Founders 2.0

No Code Founders 2.0 is a platform for discovering the latest startups built with no-code and the tools used to build them. Browse startups, tools, perks, interviews, jobs, meetups, posts, and more as part of the no-code movement. The community engages on Slack and requires an email to sign up.

How to Pick More Beautiful Colors for Your Data Visualizations

Beautiful color choices will make your data visualizations that much more impactful. This tutorial by Lisa Charlotte Rost will help you make better color choices on the way to better infographics and charts. Plus, it’s well developed, designed, and packed with useful information.

IconPark

IconPark is a collection of more than 1,200 high-quality icons with an interface that allows you to customize them. It uses a single SVG source file that can be transformed into multiple themes. The library includes cross-platform components and is free to use.

Mono Icons

Mono Icons is a simple and consistent open-source icon set that uses mono spacing. The collection includes 136 icons.

BGJar

BGJar is a free SVG background generator for digital projects. Pick a category and customize the result to fit your project or needs.

HitCount

HitCount is almost too simple to be true. This tiny tool lets you add a hit counter to your website that’s as easy as adding an image. Copy the code and make any customizations you want. Then paste it to your design. That’s it!

Blacklight

Blacklight is a real-time website privacy inspector. The tool by Surya Mattu scans any website you enter in the scan bar and shows what user-tracking technologies are used on the website. This allows you to see who might be gathering data about your visit.

Alter

Alter is a customizable – and experimental – three-dimensional typeface that you can experiment with. It’s as fun to play with as use.

Autobus Omnibus

Autobus Omnibus is a simple all capitals font with new wave styling. The character set has 96 glyphs that are perfect for display use.

Deathmatch

Deathmatch is a seasonal blackletter font that’s ideal for the upcoming Halloween holiday. The character set includes plenty of options and there’s a full version (paid) for commercial use.

Futura Now

Futura Now is a premium typeface and update to a font you may already know and love. The new version has 107 styles in a massive family.

Pumpkin Soup

Pumpkin Soup is a fun almost handwriting style typeface with a cartoonish vibe. It includes a regular and italic style and is most appropriate in limited use.

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Source de l’article sur Webdesignerdepot

3 Essential Design Trends, October 2020

Design can make a statement. It evokes feeling and can encourage thought and conversation. That’s the common theme among the three trends in website design this month.

Each trend is rooted on the time and place where we live and includes elements that provoke thought. Kudos to these designers and design teams for jumpstarting conversations. Here’s what’s trending in design this month.

1. “Taking a Stance” Design

From social to environmental issues, design projects are echoing the sentiments of their audiences and organization in a way that take a stance on an issue.

Once taboo, this is becoming increasingly used as a technique for brands who are no longer worried about turning off a certain segment. The goal is to rally the core audience and people who feel the same way about an issue or cause.

There’s also a secondary thing happening here. Some designs aren’t really position based, but use imagery and language that resonates with a movement to associate with that feeling.

Never Heart uses “Join the Revolution” and a dark image with a heart to tug at your feelings. It can help create an association to a cause that you believe in without stating that cause directly. The design feels strong and inviting while making you feel like part of something.

Skye High uses “powerful” twice in the headline to convey a particular messages to women. The agency is looking to work with “powerful” women. It’s a timely statement and message that could resonate with a lot of business-women at various levels of their careers.

Discovered Wildfoods is a brand that is rooted in sustainability. The corporate model and responsibility of the brand shows through in the website. This type of design helps connect people with mutual feelings to the brand and products.

It’s refreshing to see more websites and brands embracing social causes and issues. It can be tricky for a number of reasons. But for some brands, it pays off.

2. Abstract Art Elements

If you are worried about a lack of images, or not sure how to portray images in an appropriate way due to the worldwide pandemic – groups or not, masked or not – abstract art elements can be the solution.

Widely used for startups and apps, more abstract design elements are everywhere. It’s an easy way to create strong visual interest without photography.

The most common use of abstract art elements is often in the form of geometric shapes with animation. This is something that almost anyone can understand and simple shapes and movement can be quite stunning when done well.

The good news is this aesthetic can work for almost any type of website. Try it for a redesign when you don’t have photography that feels appropriate in the current environment or if you want to create focus for content that drives website visitors to the words or scroll. This works with more abstract concepts when they are simple and help you move quickly from the visual to text.

Here’s how each of the examples handles abstract art elements:

Indicius uses bouncing circles that move toward text and down the screen to drive users to the headline and scroll action.

With Code uses a fun fuzzy circle with different animations to draw you in.

Appimized uses bright color and a monotone scheme with geometric shapes to sell its services.

3. Images That Make You Think

This might be the most visually interesting, and thought-provoking, website design trend we’ve seen in a while. These designs all feature images with a little something different or unusual that make you think.

There are a lot of different ways to do this – marry photographs and illustrations, create imaginary imagery, animations or effects, visual tricks that play on depth perception or create pseudo-3D effects.

The commonality is that the visual is so striking and unusual that website visitors stop and engage with the design. What do the “oddball” visuals mean? What message do they convey? How did they do that?

All of the questions could be associated with this different style of visual representation.

Bling uses a combination of a photo with illustrated animated elements to draw the eye. The yin and yang between reality and fantasy is quickly evident and makes you want to know more. (It doesn’t hurt that the animation uses dollars and lightning.)

Kibun is interesting because the photo choices create an optical illusion of depth. It matches the content of the design well because the website features artistic textile panels with an artistic design. The illusion is in the angles and coloring of photographs and their placements on the screen. The only downside of this design is that it loses the artistic panache on mobile because the images stack.

Oddball images can sell. We Are Mad stands out because it uses a contrived image, but doesn’t go oversized with it. The more subtle placement is ideal and arguably more attention-grabbing.

Conclusion

Website design can be a powerful thing, as these trends and examples show. Don’t discredit the power of choices in color, imagery, animation, and text when creating a digital experience. Design can mean a lot of different things depending on the audience as these examples show.

At the same time, these design trends are powerful and meaningful. They provide context into our world, our time, and our feelings. Don’t be afraid to experiment and make a statement with your design work. Just remember to keep in mind all potential impacts (positive and negative) before taking the project live.

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Source de l’article sur Webdesignerdepot

5 Tips for Designing One-Page Websites That Work

Smart design choices can help reduce the fatigue and frustration people would otherwise feel when using the web.

There are a lot of ways web designers can minimize distractions, information overload, and analysis paralysis. For instance, designing with abundant white space, shorter snippets of text, and calming color palettes all work.

One-page websites might be another design choice worth exploring.

When done right, a single-page website could be very useful in creating a simpler and more welcoming environment for today’s overwhelmed consumers.

With its diminutive structure, it would leave a unique and memorable impression on visitors. What’s more, a well-crafted one-page website would provide visitors with a clean, narrow, and logical pathway to conversion.

For those of you who use BeTheme’s pre-built sites (or are thinking about adopting them for your next site), there’s good news. In addition to the great selection of traditionally structured sites available, Be also has single-page websites for you to work with.

So, the technical aspects you’d need to master to get the one-page formula right are already taken care of.

Let’s have a look at some of the features that make single-page websites shine and how you can design them:

1. Give Visitors a Succinct Journey Through the Website and Brand’s Story

The typical business websites you design include pages like Home, About, and Contact, as well as pages that explain the company’s services or sell their products. Unless you’re building really long sales landing pages, there’s usually about 400 to 600 words on each page.

That’s still a lot of content for your visitors to get through and it can make perusing a single website an overwhelming experience. Imagine how they feel about reading through all that content when they have to do it multiple times when comparing other websites and options.

In some cases, this multi-page website structure is overkill. The information you’d otherwise fill a full page with can easily be edited down to fit a single pane or block on a one-page website and still be as useful.

Like how design and development studio Pixel Lab does it:

Pixel Lab

Notice how all the key points are hit in a concise and visually attractive manner:

  • The Featured Work portfolio
  • The About Us introduction
  • The FAQs
  • The contact form

The BeCV pre-built site is built in a similar manner (and for a similar purpose, too):

BeCV

Just remember to keep a sticky navigation bar present at all times so visitors know exactly how much content there is on the page.

2. Opt For a Non-Traditional Navigation for a Uniquely Memorable Experience

Typically, the rule is that website navigation should follow one of two patterns:

  • Logo on the left, navigation links on the right.
  • Logo on the left, hamburger menu storing the navigation on the right (for mobile or desktop).

There are a number of reasons why this layout is beneficial. Ultimately, it comes down to the predictability and comfort of having a navigation be right where visitors expect it, no matter where they end up on your website.

However, with a single-page website, this is one of those rules you can bend, so long as you have a way to keep the navigation ever-present and easy to use.

There are some great examples of one-page sites that have done this, usually opting for a stylized left-aligned sidebar that contains links to the various parts of the page. Purple Orange is just one of them:

Purple Orange

And you can use a Be pre-built site like BeHairdresser to create a similar navigation for your website:

BeHairdresser

If you’re trying to make a bold brand stand out, this is a neat layout option to experiment with.

3. Tell a More Visually Striking Story

One of the problems with building a website with WordPress is that you always have to worry about how your design decisions affect speed. Even once the code is optimized, images are usually the low-hanging fruit that have to be dealt with.

But when your website only contains one page, this means images aren’t as much of a problem (so long as you compress and resize them). It’s only when you continue to add pages, products, and galleries that you have to scale back your visual content.

So, if your brand has a strong visual identity and you want the website to show that off through images, a one-page website is a great place to do it.

Just remember to keep a good balance between text and images as Vodka A does:

Vodka A

There’s no reason for a liquor distribution company to mince words when the elegant product photos effectively communicate to consumers what it’s all about.

In fact, this image-heavy, single-page style would work well for any vendor selling a small inventory of products: food, beverages, subscription boxes, health and beauty products, etc. And you can use the pre-built BeBistro to carefully craft it:

BeBistro

4. Turn a Complex Business Idea or Offering into Something Simple to Understand

When a company sells a technical or complex solution to consumers, it can be a real struggle to explain what it does and why they should buy it.

But here’s the thing: Consumers don’t really care about all that technical stuff. Even if you were to explain how an app worked or how you use a software like Sketch or WordPress to design a website, their eyes would glaze over.

What matters most to them is that you have an effective and affordable solution that they can trust. So, why bog them down with page after page of technical specs and sales jargon?

A one-page website enables you to simplify even the most complex of solutions.

Take Critical TechWorks, for instance. It offers an advanced technological solution for the automobile industry…and, yet, this is all it needs to explain the technology at work:

Critical Techworks

If your website’s visitors are more concerned with the outcomes rather than the “how”, you’d do well to make the website and content as easy to digest as possible. And you can use a pre-built site like BeCourse to do that:

BeCourse

Notice how both of these sites take visitors through a small handful of sections (pages) before delivering them to the main attraction: the contact or sign-up form.

5. Capture Leads and Sales at Different Stages of the Sales Funnel

Some of your visitors will be brand new to the site and need more information before they pull the trigger. Others will already have a good idea of what they’re getting into and just need one small push to get them to take action.

With a single-page website, you can design each section to cater to the different kinds of leads and prospects that arrive there.

The top sections should be introductory in nature, providing new visitors with information they need to decide if this is an option worth pursuing. The sections further below should drill down into the remaining questions or concerns that interested prospects have.

Regardless of which section they’re looking at, your one-page site will have CTA buttons built in along the way that drive them to conversion the second they’re ready.

This will enable your site to always be prepared to convert leads, whether visitors read the first two sections or make their way through all of them until they reach the conversion point (e.g. a contact form, a checkout page, etc.).

You’ll find a nice example of this on the Cycle website, with CTAs strategically placed along the single-page’s design:

Cycle

BePersonalTrainer is a good pre-built site option if you want to ensure that you include a CTA button at the perfect stopping points throughout your page:

BePersonalTrainer

You won’t find them at the bottom of every section, but that’s okay. You just need them whenever your visitors are seriously thinking about taking action.

What Should You Build: A Multi-Page or One-Page Website?

Although a single-page website won’t work for larger websites (especially in ecommerce), it could work well for business websites that are on the smaller side to begin with.

By centralizing all of that information into a single page, you’ll create a fresh experience that wows visitors with how succinct yet powerful both the message and offering are.

Just be careful. Many single-page websites are poorly done (which is probably why they fell out of fashion for a while).

Remember: This is not your chance to throw web design rules out the window. In fact, this will be an opportunity to clear out the fluff and the clutter that’s accumulated over the years and to return to a more scaled-back and classic approach to design.

And with the help of Be’s pre-built one-page websites, it won’t require much work on your part to make that happen.

 

[– This is a sponsored post on behalf of BeTheme –]

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Web Design for Seniors: UX From a Mature Perspective

It’s no secret that the senior population is growing. By 2030, people over the age of 65 are predicted to make up 20.6% of the population of the US. 

Around the world, people are living longer and remaining more active in the later years of their lives. What’s more, despite what you might have heard in the past, seniors aren’t as wary of the internet as they used to be. In 2019, the Pew Research institute revealed that 73% of people over the age of 65 were connected to the web. 

So, what does that mean for web designers?

your main focus needs to be on ability…people age differently

Well, first of all, it’s time for all of us to start thinking about user experience from different perspectives. We need to stop expecting our audiences to be made up entirely of iPhone-using millennials and start thinking about the needs of seniors too. After all, designing websites for seniors opens you up to a wide selection of potential visitors in the future.

What’s more, according to the US Census Bureau, people over the age of 65 generally have the highest household wealth figures of any age group. That’s a big deal. 

So, how do you adapt UX for seniors?

Creating Senior-Friendly Web Designs

When it comes to designing websites and applications for seniors, your main focus needs to be on ability. Age is just a number, and people age differently. 

That means that one person in their 70s might have no problem browsing through Netflix to watch the latest shows, while someone else wouldn’t be able to tell you what ‘streaming’ means. 

Rather than worrying specifically about age, think about how different people in older age groups might have different requirements when it comes to things like movement control, hearing, vision, and even device bias. 

Get the Visual Elements Right

Vision loss is by far the most common disability reported by elderly individuals in the US. Around one in six people over the age of 70 have some manner of visual impairment. That’s why UI designers need to think carefully about visual accessibility when creating the right websites. 

For instance, text and button sizes should always be kept large. Anything that needs to be read or clicked needs to be scaled up, to ensure that everyone can see the information clearly. For instance, on the Sandinmysuitcase.com website, you’ll find clear typography, combined with big buttons that tell you to “Start Here” so you know exactly what to do next.

Remember to stick to icons that are clearly labelled wherever possible. Stay away from anything that your customers might not understand. “Start Here” is easier to read and understand than “Submit”. 

It’s also worth sticking to the color and contrast guidelines laid out by basic UX design when you’re creating something for optimal visibility.  Colors that are too close together might create a nice pastel or gradient effect on a website – but they’ll also make things difficult to read. 

Concentrate on Usability

Over the age of 55, motor skills and coordination can begin to decline for some people. These changes make it harder for people to interact with complex UIs. The mouse on a computer can be a particular problem for people with diminishing motor skills – as can the touchscreen of a tablet or smartphone. 

When you’re working on the perfect UX, think about how you can make things as easy to click as possible for people who have a hard time hitting their targets. For instance, in this website for people traveling over the age of 50, you’ll see not only fantastic large font choices but big buttons that are descriptive and easy to understand too: “Click here to start planning your trip”:

The scrollbar can also be a bit of a problem for people with impaired motor skills. Because of this, it’s best to keep your focus on designing above the fold. Make sure that users don’t need to scroll far to find the information that they need and keep scrollbars simple in terms of their look and feel.

While you’re working on usability, remember that it will be important to keep interactions to a minimum wherever possible. Where you can engage younger audiences with double-taps, swiping and scrolling, it’s much easier to connect with seniors through simple one-tap interactions. The less actions your user needs to take to reach their goals, the better. 

Deliver Smooth Navigation 

Navigating from point A to B on your website needs to be as simple as seamless as possible. Remember, crowded pages on your websites and apps are often overwhelming – even for younger browsers. Seniors are generally just searching for “must know” information, so they don’t want anything to get in their way as they navigate through their website. 

As you work on your site or app design, ask yourself if every element on the page absolutely has to be there. If it doesn’t deliver value, then get rid of it. 

Additionally, remember that seniors don’t always have the best memories and concentration levels. That means that they need your navigation experience to be as simple as possible. Basic horizontal menu bars that show everything at once are often a good idea – even if they’re not very exciting.

Look at this helpful navigation experience from RetireMove.com, for instance. Everything you need is located at the top of the page, and you can even just enter your postcode to get started:

Cognitive decline happens regularly with age. Although not all older adults will have issues with their memory and concentration, it’s important to be prepared for an audience that might process information a little more slowly. It’s worth double-checking that your viewer’s attention isn’t being diverted to multiple parts of the page at once.

Get to the Point Quickly

While younger generations have quickly implemented technology into every aspect of their lives, older consumers use tech a little differently. These people don’t want to spend forever fiddling around with different parts of your website. They want to get the answers to their questions as quickly and easily as possible. 

Applications that are complicated or difficult to access are usually instantly rejected by seniors. Even if you’ve offered everything that we’ve covered above, from seamless navigation to minimalist design, you still won’t get the interactions you’re looking for if older adults don’t consider your design to be useful. 

Because of this, you need to highlight the point of a website or application to your seniors as quickly as possible. Avoid worrying about things like gifs, animations and gamification. Instead, focus on making sure that your designs are useful and simple. 

For instance, from the moment your senior user arrives on a web page, they should have instant access to clear instructions on how to use the application or service, and what they need to do next. Keep in mind that this is particularly important when you’re creating mobile apps, as apps are still a relatively new concept to older generations. 

On the “When They Get Older” website, you can instantly find the information you need in a well-organized navigation bar that’s labelled clearly:

A clear interface like this, combined with simple, step-by-step guidance that shows elderly individuals how to get the information that they want is the key to keeping these users coming back for more. 

Bringing a Mature Perspective to Web Design

These days, most designers focus heavily on younger audiences when creating websites and apps. After all, it’s these users that allow us to experiment more with the latest tools and concepts, like augmented reality, artificial intelligence, and robust animations. 

However, there’s still a market out there for the seniors of the world that want more opportunities to get online. This audience often goes ignored and under-served. However, as the value of older consumers grows, and their ability to interact online increases, you’ll find that more businesses begin to search for web designers who can provide immersive experiences for a more mature audience. 

The steps above will give you an excellent insight into how you can start designing for a different kind of customer base. However, remember that the best way to make sure that you’re delivering the right solution for any customer, is to test. User testing will provide you with the exclusive insights that you need to determine whether your senior UX is really working, or whether you’re still struggling to get into the shoes of an older user. 

 

Featured image via Unsplash.

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Is Change Positive for Web Designers?

As a web designer, you’re constantly being bombarded with messages that tell you to acquire new skills, try new tools, and keep on hustling.

But if you’re constantly changing things up, does it do the opposite of what you originally set out to do? In other words, if you always have to start over, is it possible to ever really achieve anything?

I think it ultimately depends on why you’re making the change.

When Change Is the Right Move for Web Designers

One of the reasons I despise New Year’s resolutions is because it’s change for the sake of change:

It’s a new year, so it’s time to get all hyped up about this one thing I need to change about myself!

There’s a reason why so many resolutions fail by February. When you force a change, it’s really hard to stay invested in it, especially if it’s something you’ve chosen to do because everyone else has.

Change should be driven by necessity.

That said, when it comes time to make changes as a web designer, is it ever really necessary? Or are you learning new skills, trying new tools, or switching up your client list simply because it’s what you believe you have to do?

It’s important to be open to change, but you should only invest your time, money, or effort when it’s the absolute right move for you. Here are some ways you’ll know when that’s the case:

Learn New Skills To…

…Round Out the Basics

If you’re a new designer and there are gaps in your education and training (and I don’t mean formally, just in general), then there’s no reason to hesitate in spending time to acquire those skills.

This doesn’t just go for basic skills as a web designer or as a coder. This also goes for skills you need to become a successful freelancer.

…Add Evergreen Skills to Future-Proof Your Position

As you move up in your career, you’ll eventually find other skills worth learning. Just make sure they’ll help you move the needle.

The best way to do that is to focus on acquiring evergreen skills that’ll always be useful to you, no matter what stage you’re at in your career or how the design landscape changes. They should also go beyond the average skill set of a designer, so they help you stand out further from the pack.

… Create a Better Situation for Yourself

The web is constantly evolving, which means that your responsibilities and skills as a web designer will have to change in order to adapt. Whenever one of these shake-ups occurs, you should either be ready to master the needed skill right away or, better yet, have been working on it beforehand.

Take, Google’s mobile-first indexing, for instance. It announced it was going to be making this shift years before website rankings were impacted. Designers had plenty of time to not only learn what was needed to design for the mobile-first web, but to get all their existing clients’ sites in shape for it.

Adopt New Tools When…

…Your Existing Ones Are Slowing You Down

If you’re doing a lot of things from-scratch (like writing emails to clients or creating contracts), that’s a good sign your toolbox needs some improvement.

As a web designer, you should be focused on creating, not on the tedious details involved in running a business or communicating with clients. That’s just not a good use of your time. A lot of this stuff can easily be automated with tools and templates.

…You’re Turning Down Business

In some cases, it’s the right thing to say “no” to prospective clients — like when they’re a bad fit or can’t afford your rates. However, there are other times when you desperately want to be able to say “yes”, but you don’t have the capacity for the job or you’re unable to cover the full scope of what they need.

This is where new tools come in handy. For instance, let’s say you’ve been approached by a ecommerce company that not only wants you to build a new store, but also needs it fully optimized for search (it’s not the first time this has happened either). Rather than turn something like that down, you may find that the addition of an SEO tool to your toolbox is all you need to be able to say “yes”.

…You Have Extra Room in Your Budget

Obviously, you don’t want to throw away money on a bunch of tools simply because a ton of people are talking about them. But you’ll eventually get to a point where the tools that served you well in the first year of business need to be replaced.

If you get to a point where you have extra time to experiment and there’s room in your budget for upgraded tools, go ahead and assess what you currently have and test out replacement solutions that will help you work better, faster, and smarter.

Look for New Business Opportunities If…

…You’re Not Doing Well

“Well” here is subjective. For instance:

  • If you’re not doing well financially, you probably need to look for more clients;
  • If you’re not doing well in terms of how you get along with clients, you should explore a niche that’s a better fit;
  • If you’re not happy with your job because burnout and stress have overtaken your life, then you might consider exploring other avenues of work.

When something has been amiss for awhile, the last thing you should do is lean into it and hope it gets better.

…The Web is Changing

Notice a trend here? Each of these changes (skills, tools, and now business opportunities) is often driven by the fact that the web is always changing. And as the web changes, you have to be ready to evolve.

In terms of business opportunities, what you’ll realistically need to do is look for new kinds of design work as technologies make your job obsolete. Take website builders like Wix or Shopify, for example. As business owners and entrepreneurs take it upon themselves to build their own websites, more and more web designers will need to find other kinds of clients and jobs to take on.

…You Want to Diversify Your Income

This is something many web designers are doing already as they’ve discovered how beneficial it is to have predictable recurring revenue streams.

But even if you’ve already found one way to diversify and stabilize your income (like by offering website maintenance services), you may become interested in exploring other opportunities along the way. If you have the capacity to pursue them, then go for it.

Is Change a Good Idea?

As you can see, change can be a very good thing for a web designer, their business, and their clients. However, there should be a very good reason for the change and you need to prepare yourself for how it’s going to impact what you’re doing now before implementing it. No amount of change can happen without some level of sacrifice.

 

Featured image via Unsplash.

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Case Study: 8 Design Tips That Increased My Ecommerce Conversions By 42% 

When it comes to increasing sales for your ecommerce store, there are 3 levers you can pull: You can increase your average order value; You can increase the amount of traffic to your site; You can increase your conversion rate.

While all of the above are important, the cheapest, most effective way to grow your sales is by improving your conversion rate.

For most online stores, low conversion rates are typically the result of a poor design or a bad user experience. Your visitors may not resonate with the look and feel of your website or they may have problems finding the information they need in order to make a purchase.

In this post, I will walk you through the exact steps I took to increase my desktop conversion rate by 46% and my mobile conversion rate by 39% with my last site redesign. I will also show you how you can apply these same design principles to optimize the conversion rate for your own online store.

Even if your ecommerce business is already performing well, this post will help you achieve even better results.

What Is Considered A Good Ecommerce Conversion Rate? 

Monitoring your conversion rate is crucial to building a profitable ecommerce business. And most analytics tools can help you measure this data out of the box.

Your conversion rate is calculated by simply dividing the number of desired actions by the number of website visitors in a given period. For example, if your website is getting 50 conversions for every 5,000 visitors, your conversion rate is 1%.

Depending on the specific type of online business you run, your conversions may include online sales, email signups, add to carts, or any other KPI you wish to measure. But in the case of an ecommerce store, your primary focus should be your purchase conversion rate.

On average, ecommerce stores have a purchase conversion rate of 1% – 2%. What’s more, experts say a good conversion rate is anywhere from 2% to 5%. This should be your baseline as you measure your online store’s success.

The Conversion Results of My Last Site Redesign

Before we dive into the nitty gritty details of how I improved my conversion rate, here are my overall results and exactly how I conducted my experiment.

First off, I run Bumblebee Linens, an ecommerce store that sells handkerchiefs online.

Because my site gets a ton of traffic from content pages that do not directly convert to sales, I measured my conversion rate based on my most predictable traffic sources.

As a result, all of my conversion data was taken from targeted PPC ad traffic sources like Google Shopping and Google Adwords. After all, my Google ads traffic is very steady and always converts at a consistent percentage.

Before I redesigned my site, the conversion rate for my ecommerce store hovered at around 3% which is above average. But the look and feel of the site was dated and desperately needed a refresh. Overall, the entire redesign took approximately 7 weeks and cost me roughly $1840.

Here are the conversion results from my updated design compared to the original:

  • Desktop conversion rates increased by 46%
  • Mobile conversion rates increased by 26% 
  • Tablet conversion rates increased by 32% 

The remainder of this post will highlight the specific elements of the redesign that contributed to these increases. (Note: I made all of my redesign changes live simultaneously so it’s difficult to determine which specific optimization contributed the most gains.)

8 Ecommerce Design Tips To Optimize Your Conversion Rate

If your ecommerce store is not performing as well as it should, there are many aspects of the user experience that could be negatively impacting sales. Even a seemingly innocuous design choice like your font size or the color of your buttons can have a significant impact on your overall conversion rate.

If you want to systematically improve the conversion rate for your ecommerce store, you should follow these 8 design steps.

1. Use A Consistent and Complementary Color Scheme 

Use color.adobe.com to choose complementary colors when redesigning your website.

A well chosen color scheme can instantly attract a customer’s attention, evoke emotion, and drive users to take action. After all, how a customer feels about your website can be the deciding factor between completing checkout or bouncing from your shop.

A well designed ecommerce store should utilize at least 3 complementary colors that are consistently applied across every page of your website.

If you don’t have a good eye for color, you can use a free tool like color.adobe.com which will help you mix and match different colors that go well together.

For my site redesign, I wanted a modern feel so I chose teal, hot pink, and yellow for my color palette.

I also assigned each color a specific purpose on my site:

  • Teal was applied to give the site a bright, overall color for a young and hip feel;
  • Yellow was used to draw attention to marketing elements like free shipping and special offers;
  • Hot Pink was used for all action buttons on the site.

Overall, every single page of your ecommerce store should have 1 main call to action (using a bright color like hot pink) that guides a customer closer towards checkout.

For example on my front page, the hot pink button “Shop Our Personalized Collection” pops out of the page and catches a user’s attention right away. We want visitors to shop our personalized collection because our personalized products are the highest margin products in our store.

2. Simplify Your Navigation 

Is your menu too complicated? Is your navbar taking up too much screen real estate?

A good rule of thumb for an ecommerce store is to minimize the number of clicks for a customer to add to cart. As a result, you should avoid nesting your product categories in more than 1 level of hierarchy.

If you have too many categories in your shop to display all at once, choose your best selling categories for your main menu and lump your less trafficked categories in a separate tab.

For my store, I decided to use a top-level, hover style drop-down menu as shown in the photo below.

Top-level navigation is one way to organize and display your product categories.

My old design utilized left hand style navigation which took up too much screen real estate. And freeing up the extra space allowed me to blow up my category and product images by 300%. With my new navigation menu, every visitor can add to cart in just three clicks: One click to find a product category; One click to view the product description; One click to add to cart.

Once you’ve designed your menu, pretend that you are a customer and try to shop on your site. Is the content easy to read? Do the important elements pop out? Can you find the information you need right away? Analyzing your site from a customer’s perspective will help you improve your users’ shopping experience.

3. Display Trust Factors On Every Page 

Free shipping, easy returns, and trust are crucial to driving conversions. 

Trust is the most important value you must establish with your customer.

Unless you’re Amazon or a big box store, people have likely never heard of your brand and you have to reassure them that it’s safe to buy from your store.

Due to Amazon’s influence in the ecommerce space, most customers look for 3 things when shopping at an online boutique for the first time:

  • Fast and free shipping;
  • Easy returns;
  • A way to reach customer support.

Displaying your phone number and email address is very important! Adding your store hours also helps to make your site look legit to new visitors. If you don’t have a recognizable brand, customers will want to know that they can reach a real human in case of problems or questions.

In the above image, you’ll notice that I placed my trust factors in the header, so they can be seen above the fold on every single page. We’ve also been featured on the Today show and a bunch of magazines. So I made sure to display this social proof on the bottom of every page.

Don’t hesitate to flaunt your achievements to reinforce trust. 

In addition, customer testimonials provide social proof and credibility to your website. As a result, it’s important to regularly reach out to happy customers for testimonials and endorsements. On our redesigned site, you’ll find the testimonials section right below our press mentions.

Testimonials lend social proof and credibility to your website.

Remember, to generate conversions as an unknown store or brand, you first have to gain your customers’ trust. Make it easy for them to contact you or get a full refund if anything goes wrong with their purchase. By showing a genuine concern for customer satisfaction, you’ll be able to build a solid reputation over time.

4. Emphasize Your Unique Value Proposition

Users spend an average of 5.59 seconds looking at your website’s written content. And in those 5.59 seconds, you must capture their interest or else they’ll bounce from your page. Right off the bat, you must convey to a user exactly what you sell and why they should buy from your store over a competitor.

What’s more, every single page on your site should communicate your unique value proposition. A unique value proposition is a concise statement that describes what makes your business special and outlines what your store does better than anyone else. The best way to show off your unique value proposition is to use an eye-catching image alongside compelling copy.

For example, here’s the first thing a user sees on my home page above the fold:

Right away, a user is shown a large image of one of our best selling personalized handkerchiefs. And right beside that image is a clear and concise value proposition, followed by a call to action to shop in our store.

Displaying your value proposition should not be limited to your home page. We also include our unique value proposition on every category page as well. Overall, you should include your value proposition on every landing page on your website.

5. Optimize The Visual Hierarchy Of Your Product Pages 

Every page on your site should have a single objective. And for your product pages, your goal is to get a customer to add to cart.

When designing a product page, you must apply a logical visual hierarchy to your design. A visual hierarchy is the order in which a user processes information on a page and in the case of a product page, there must be a clear path to your add to cart button with as few distractions as possible.

Here’s a screenshot of my old product page:

As you can see, my old product page is overwhelming. All of the design elements try to grab your attention at the same time and there are many different calls to action that blend together. To improve my product descriptions, I freshened up the color scheme and enlarged my product image by 266%. I also changed the placement of the buttons in a more logical flow.

Here’s what the redesigned product page looks like today:

By adjusting the size, color, contrast, and alignment of the page elements, I now force the customer to process my product information in a set path that leads directly to my primary call to action. For example, the hot pink color draws attention to the “Add to Cart” button over the “Reviews” button. Also, by applying a blue text color and teal background, I reassure customers that shopping with us is safe and risk free.

Overall, rearranging the design elements this way nearly doubled my add to cart percentage.

6. Simplify Your Checkout Process 

With our old site design, we would regularly receive feedback from confused customers who weren’t sure if they needed an account to purchase our products.

Here’s what our old checkout page looked like:

As you can see, there are too many choices. After all, a customer doesn’t need 3 ways to checkout and the choices are a little overwhelming.

Here’s what the checkout page looks like now:

Instead of offering 3 separate options for checkout, I consolidated them all into one and added a separate Paypal option (more on this later). First off, less than 6% of customers create an account so there was no reason to offer account creation as a separate option. Furthermore, displaying a login form was causing more headaches than it was worth because the majority of customers don’t even have an account. As a result, I decided to hide the form altogether by default.

Overall, when you are designing your checkout process, keep these optimization principles in mind.

Principle #1: Remove all unnecessary elements from the page. Don’t make the customer think and hide all elements that are not frequently used.

Principle #2: Display trust logos to assure customers of a secure checkout. In the image above, you’ll find trust logos on the right-hand side of the checkout page.

7. Optimize The Checkout Process For Mobile Users

4 out of 10 mobile users abandon their carts if they have a hard time entering their personal information. People don’t like entering their contact and credit card information using a tiny keyboard. What’s more, small buttons and too many form fields drive away mobile users. 79% of smartphone users shop online with their mobile devices, which is why you should optimize for mobile.

These days, a responsive design is par for the course but you can still screw things up if you are not careful. Here’s what my checkout process looks like on a desktop:

And here’s how the checkout page looks on a mobile device:

On mobile, the user’s cart contents are collapsed so it doesn’t occupy the entire screen. Overall, here were the mobile optimizations I made to checkout:

Optimization #1: Keep Your Checkout Form Short And Sweet

A mobile user should be able to tap buttons on your checkout page without accidentally hitting another option. Also, the buttons should be large enough to tap on a mobile device.

Given the smaller screen size of a mobile phone, keep your checkout form short and sweet with no extraneous options. Also, make sure you turn off autocorrect for your form fields. Otherwise, your phone’s autocorrect feature may frustrate users when they try to enter their address. In fact, we once had a customer get so frustrated trying to type in their city on their iPhone that they called us up and complained in frustration.

To fix this, you simply need to add the following tag to all of your text input fields.

<input type="text" name="name" autocorrect="off">

And to reduce frustration, you should also turn off auto-capitalization and auto-complete by adding auto-capitalization=”off” and auto-complete=”off” to all of your forms as well:

<input type="text" name="name" autocorrect="off" auto-capitalization="off" auto-complete="off">

In addition, for phone number entry, you should always display a numeric keypad as opposed to a regular keyboard:

Optimization #2: Automatically Import Your Customer Data If Possible

The less information mobile users have to enter in, the better. Payment options like Paypal Express and Amazon Payments can simplify the checkout process. These third-party payment processors automatically fill out a customer’s billing and shipping information which reduces typing and increases conversion rates.

To offer a more convenient checkout, I implemented PayPal One Touch, which alone increased my mobile conversion rates by 31%.

Here’s a quick tip when implementing Paypal: Make sure you display the Paypal button early in the checkout process before a user has entered in their information. Otherwise, it defeats the purpose of importing their information! In the first step of my checkout process, I explain each payment option in depth.

These simple changes made a huge difference in my conversion rate. And the number of PayPal users on my site nearly doubled from 13% to 23%!

8. Add A Sense Of Urgency

Most customers like to window shop and the best way to get a visitor to take action is to create a sense of urgency.

Whenever I run a sale, a big yellow countdown timer is displayed on every page of the website.

Note: It’s important to note that we only utilize this timer when there is actually a sale going on. Otherwise, you risk desensitizing your customers or losing trust.

In addition, I also display a countdown timer on the checkout page to create a sense of urgency to complete the payment process:

These extra design elements force a customer to take action sooner rather than later.

Final thoughts

Optimizing your conversion rate is an ongoing process. And testing your results is the only way to track your improvement.

Never go with your gut and always listen to the data. After all, sometimes an ugly site can out-convert a beautiful one.

Regardless, the design tips I demonstrated above will give you a solid foundation to start with. From there, you can further improve your website and optimize your conversion rate through repeated testing and tweaks. Good luck!

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The Designer’s Guide to Letter-Spacing

Most of the information we consume happens through reading, so it makes a lot of sense to pay attention to the words when designing. There are many aspects to typography, but one of the things that helped improve the quality of my design was letter-spacing.

Letter-spacing is about adding and removing space between letters. Some people confuse it with kerning, but these two are different; letter-spacing affects the whole line of text, whereas kerning adjusts the space between two individual letters at the time. Kerning is best left to type designers, besides which, unlike letter-spacing there is currently no way to control kerning in CSS.

I believe that practice and a lot of observation will change the way you treat letter-spacing in your work as well.

The Purpose of Letter-Spacing

The main purpose of letter-spacing is to improve the legibility and readability of the text. Words act differently depending on their size, color, and the background they are on. By adjusting letter-spacing to the environment you are working with you will help readers consume your information faster, and more efficiently. The fun part is that they won’t even notice it — that’s the whole point of the job.

Bear in mind that typographers think about letter-spacing and kerning when designing a typeface. It means you don’t have to apply it to all your text, but in order to have an understanding when it’s necessary, you should know some basic principles, and use good typefaces.

How Letter-Spacing Affects Legibility and Readability

The legibility and readability of your text depend on things like line-height, paragraph length, font size, typeface choice, letter-spacing, and much more. Regarding letter-spacing, if you are just getting into typography, the best thing you can do is not overuse it. What I mean by that is simply don’t make the distance between letters too big or too small; even if you think it looks good, people will struggle reading it, and that will ruin their experience.

Letter-Spacing Capital Letters

Capital letters are designed with the intention that they will appear at the beginning of a sentence or proper noun, in combination with lowercase letters. When capital letters are next to each other, the space between them is too tight. So in order to achieve better readability, space needs to be increased. This applies to both large and small font sizes.

Letter-Spacing Headlines

If you are using well designed fonts, you can be sure that they are calibrated well, and you won’t need to make any major adjustments to them. However, the problem with headlines is that at larger scales the space between letters looks unbalanced. It can be fixed by increasing or decreasing the letter-spacing value.

There are no strict rules for letter-spacing — there are a lot of typefaces and all of them require an individual approach — but if you look at how big companies like Google and Apple treat their typefaces, you can find a lot of valuable information there.

Let’s take a look at the “Roboto” and “San Francisco” typefaces (the first one is used in Material Design and the second one in Apple’s ecosystem). Headlines from 20 to 48 pixels have either a positive letter-spacing value or none. If the font size is bigger, letter-spacing becomes negative. These exact numbers are not going to work that well for other typefaces, but after trying different approaches I can state that it’s a common pattern.

I’ve tested several guidelines for letter-spacing and the one that was published by Bazen Agency works for a lot of popular typefaces. It will be a good starting point for you, but you can always apply additional adjustments:

  • H1 — 96px — -1.5%
  • H2 — 60px — -0.5%
  • H3 — 48px — 0%
  • H4 — 34px — 0.25%
  • H5 — 24px — 0%
  • H6 — 20px — 0.15%
  • Subtitle — 16px — 0.15%

If you happen to design a lot of apps or you’re planning to do that, one thing that helps me is using the default Material Design and Apple guidelines for their typefaces. They are well balanced and it saves a lot of time.

Letter-Spacing Body Text

If you ever read anything about letter-spacing, you’ve probably have seen this popular wisdom from typographer Frederic Goudy: “Anyone who would letter-space lowercase would steal sheep”. (There’s an argument that he was only referring to blackletter fonts.) Some designers took it as a hard rule and now never adjust the letter-spacing of lowercase text.

Based on my practice and by looking at the work of designers I can’t agree with Goudy, because sometimes small changes can make a big difference in how your text performs. Let’s take, for example, condensed fonts. At a small size, the letters are too close to each other, which leads to poor legibility. By increasing letter-spacing by 1.5% you will see that the text is now easier to read.

If we look at my previous example, in the guidelines for “Roboto” and “San Francisco” typefaces, letter-spacing is applied to body text; even though San Francisco has a dedicated “SF Pro Display” for headlines and “SF Pro Text” for body text, letter-spacing is still used to refine them.

There are a lot of different typefaces and a single rule doesn’t apply to all of them. Experiment with letter-spacing and do what seems right to you. There are some simple guidelines that will lead you in the right direction, especially when working with body text:

Keep in Mind Line-Height

If you have a line-height greater than 120%, most likely negative letter-spacing will lead to an unbalanced look to the paragraph. To refine it you would need to either keep it at 0% or only slightly increase it.

Light Text on Dark Background

On a dark background, white text looks overexposed and therefore letters appear too tight. To make it more legible, I would suggest you increasing letter-spacing a small amount.

General Values for Body Text

You can use the following guidelines for body text, which I have tested with several typefaces:

  • Body 1 — 16px — 0.5%
  • Body 2 — 14px — 0.25%

Letter-Spacing Captions

Unlike headlines and body text, smaller font sizes don’t have many variations in letter-spacing. It’s a common practice when a font size is lower than 13px to increase the space between letters to make it legible. But there are always exceptions (“SF Pro Text” guidelines suggest using positive letter-spacing only when a font size is 11px or below). Make sure you experiment with settings.

You can use the following values as a starting point and then edit them to what seems right to the typeface of your choice:

  • Caption — 12px — 0.5%
  • Overline — 10px — 1.5%

Final Tip

One of the things that helped me improve my skills in typography was looking at other designers and especially type foundries. By decoding their work you might notice some nuances of how they treat typography and it will help you in future projects.

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8 Design Secrets of B2B Vs B2C Websites

Web design clients come from a wide variety of backgrounds. One day, you’ll be designing a portfolio website for a voiceover artist, the next you’ll be creating a comprehensive ecommerce site for a leading retailer. In an ideal world, you’ll get to a point where you eventually specialize in a niche. However, you’ll need to master both avenues first.

The more time you spend in this industry, the more you’ll learn that every client comes with their own unique requirements and challenges to consider. However, there’s a particularly huge divide between the kind of web design projects you do for B2B clients, and the ones you do for B2C customers.

Both B2B (Business to Business) and B2C (Business to Consumer) websites need to be clear, concise, and aesthetically pleasing. They should always have a strong focus on user experience, and they need to work consistently across devices. However, being aware of the difference between B2B and B2C projects will help you to deliver better results to your customers.

Defining the Differences Between B2B and B2C Sites

Some web design trends remain consistent in any environment.

Whether you’re creating a site for a hairdresser, or a leading SaaS company, you’ll need to deliver responsive design, intuitive navigation, and excellent site security.

Your process is unlikely to differ from B2B to B2C much in terms of project milestones, phases, prototyping and wire-framing. The differences that arise between B2B and B2C projects often come in the approach you take to building certain elements.

Let’s take a closer look at the things you might need to consider:

1. The Target Audience

In any design project, it’s always important to keep the end customer in mind. Knowing your client’s target audience will help you to create both an image and a tone of voice that appeals to the right people.

B2B Websites

With B2B websites, you’ll be speaking to a range of highly-educated individuals who already have a general knowledge of your service. The aim here will be to show the end-user how you can help them achieve better results. For instance, m.io highlights “syncing communication” so you can “effortlessly chat” with your team.

The language and content of the website is all about highlighting the key benefits of the products, and the kind of outcomes that they can deliver. The Nielsen Norman Group reports that there’s often a lot of discussion between decision-makers when they’re checking out a B2B website.  

Designers need to work harder at convincing B2B buyers that they’re making the right decision. This is particularly true when you’re selling something like a software subscription that requires a lot of long—term investment.

B2C Websites

On the other hand, while B2B customers make decisions based on logic, information, and well-explained benefits, B2C customers are more influenced by emotion. They want quick solutions to their problems, and the opportunity to purchase from a brand that “understands” them.

Look at the Firebox website, for instance. It instantly highlights an ongoing sale at the top of the homepage, addressing any concerns a customer might have about price. That combined with a quirky layout full of authentic photos and bright colors means that customers are more inclined to take action.

2. The Purpose

Another factor that can vary from B2C to B2B websites, is the motive behind a customer’s purchase. Knowing what’s pushing a target audience to interact with a brand will help you to create a website that appeals to specific goals.

B2B Websites

B2B websites often aim to solve expensive and time-consuming problems for companies. To sell a decision-maker on the validity of a solution, it’s important to thoroughly explain what the solution is, how it works, and how it addressees a specific pain point.

Look at the Zoom website for instance, they don’t just tell people that they offer video conferencing, they address the practical applications of the platform:

B2C Websites

Consumers are a lot easier to appeal to in terms of emotional impact, because many of them come to a website looking to fulfill an urgent need. Because of this, many web designers can take advantage of things like urgency and demand to encourage conversions. For instance, look at this website from TravelZoo. It takes advantage of a customer’s desire to get away:

A B2B website needs to focus on providing information that helps companies to make more confident decisions. What’s more, with B2B sites, decisions are often made by several stakeholders, while B2C sites ask a single person to make a choice. A B2C website needs to address immediate concerns and connect with customers on an emotional level. B2C buyers still want to do their research on products or services, but the turnaround is much quicker, and often requires less information.

3. The Design Elements (Visual Appearance)

Just as the focus of your website design and the audience that you’re creating the experience for can differ from B2B to B2C websites, the visual elements of the design might change too.

B2B Websites

In most cases, B2B websites are all about presenting a highly professional and respectable image. You’ll notice a lot of safe and clear choices when it comes to typography and imagery. It’s unusual to see a B2B website that takes risks with things like illustrations and animations.

Look at the Green Geeks website for instance. Everything is laid out to encourage clarity and understanding. Information is easy to find, and there are no other issues that might distract a customer.

B2C Websites

On the other hand, B2C websites can be a little more daring. With so many different options to choose from, and most customers buying out of a sense of urgency or sudden demand, designers are under pressure to capture attention quick. This means that it’s much more likely to see large pieces of eye-catching imagery on B2C sites, with very little text.

Movement, like slideshows and animations often play more of a role here. Additionally, there’s a good chance that you’ll be able to experiment more aggressively with color. Take a look at the Yotel website, for instance. There’s very little textual information here, but the appeal of the website is conveyed through sliding images:

4. Website Content

The way that information is conveyed on a B2B website is very different to the messages portrayed on a B2C site. Usually, everything from the language, to the amount of content that you use for these projects will differ drastically.

B2B Websites

When designing for a B2B website, you’ll need to be careful with content, as you’ll be speaking to a very mixed audience. If your site caters to different industries, you’ll need to ensure that you show authority, without using too much jargon. Some companies even create different pages on their site for specific customers. The aspin.co.uk website covers the benefits from a company, sale and integration perspective:

Rather than try to talk to all business owners about their differing communication pains, G-Suite anticipates its audience and creates pages for each.

B2C Websites

Alternatively, B2C websites can make things a little simpler. For instance, on glossybox.co.uk, there’s no need to provide a ton of information for different types of shopper, designers can appeal to one audience, i.e. the “beauty addict”:

In both B2B and B2C websites, the aim of the content should always be to answer any questions that the end user might have.

5. CTA Buttons

Call to Action buttons are often a crucial part of the web design journey. However, it’s sometimes difficult to determine where they should be placed, or how many buttons you need.

B2B Websites

Because the decision to buy something won’t always happen immediately with a B2B website, these kinds of sites often use a variety of CTAs. For instance, you might have a “Request a Quote” button at the top of a page, as well as a Sign in button.

On the Klaviyo site, for instance, you can request a demo, sign up or log in:

You can place CTAs lower on the page with B2B websites too, as it’s more likely that your customers will be scrolling through the site to collect more information before they decide to buy.

B2C Websites

On the other hand, with B2C websites, you usually don’t need to give your visitors as many options. A single option to “Add to Cart”, or perhaps an extra choice to “Add to Favorites” is all your user will need. Customers need to instantly see what they need to do next as soon as they arrive on a page:

On the Evil Hair website, you immediately see how to add a product to your cart.

Remember, the sales process is a lot quicker with B2C customers. This means that you need your CTA buttons to be front and center as soon as someone clicks on a page.

6. Contact Forms

In a similar vein, the way that you design your contact forms will also depend on the end-user that the website wants to appeal to. There’s a very different process for getting in touch on a B2B website, compared to a B2C site.

B2B Websites

B2B websites often require longer contact forms, as clients need to collect additional information about a prospect’s position in a company, and what that company does. B2B companies need to share things like what they’re looking for in a service, and how many users they have, so a sales team knows what kind of demonstration to give.

As with any strategy for contact form design, you should always only include the fields that your client needs and no more. If you demand too much from any client, you could send them running in the opposite direction. Check out this straightforward option from Ironpaper, for instance:

The form addresses as many relevant questions as possible without overwhelming the customer. Because the site handles things like design, it makes sense that they would ask for a link to the company’s existing website.

B2C Websites

On a B2C website, there are very different approaches to contact forms. You may have a dedicated contact form on your website where people can get in touch if they have any questions. A FAQ page where customers can serve themselves is another great way to help your client stand out from the competition. Check out this option from River Island, for instance:

On the other hand, you might implement pop-up contact forms into a website if your client wants to collect emails for email marketing. In that case, it’s important to make sure that you’re only asking for the information you need, and nothing more.

The easier it is to sign up for a newsletter, the more likely it is that customers will do it. Being able to enter their name and email address and nothing else will make the signup seem less tasking.

7. Search Bars and Navigation

Whether you’re designing for B2B or B2C companies, navigation will always be a critical concern. End users need to find it easy to track down the information that they need about a company, whether they’re looking for a particular product or a blog.

B2B Websites

On a B2B website, the search bar often takes up a lot less prominence than it does on a B2C site. That’s because all of the information that a client needs, and the buttons they need to take their next steps, are already visible front-and-center.

As a designer, it will be your job to push as many people to convert as possible, by making the purchasing journey the most appealing path for visitors. For instance, on the Copper website, the “Try Free” buttons are much easier to see than “Continue with Google” or “Login”:

With B2B sites, the focus is on a very specific goal. Although navigation still needs to be available, it doesn’t need to be as obvious as it is on a B2C site.

B2C Websites

On the other hand, most B2C websites offer a wide range of products, and they’re perfectly happy for their customers to purchase anything, as long as they eventually convert. Because of this, they make navigation a much more significant part of the customer journey.

The search bar is often presented at the very top of the screen where customers can see it immediately. Additionally, there may be multiple pages within certain product categories, so that customers can browse through the items they’re most interested in. For instance, look at the homepage on the IWoot website:

The navigation elements in B2C websites need to be a lot more obvious, because consumers are more likely to use them when they’re searching through their options.

8. Social Proof and Testimonials

Finally, social proof is one of the things that will work well for improving conversions on any kind of website. When your customers aren’t sure whether or not they should buy from you, a review or testimonial could be just the thing to push them over the edge.

B2B Websites

On a B2B website, the decision-making process takes a lot longer. Because of this, it’s worth including as much social proof as possible in every part of the website. Client testimonials, reviews and ratings, and even high-profile company logos make all the difference. Many B2B websites include a page dedicated to case studies highlighting the success of other brands.

Your client might even go as far as to ask for a page that highlights their awards and recognition or showcases comparison tables that pit their products against the competition.

For instance, Authority Hacker has a “what the pros say about us” section as social proof:

B2C Websites

With a consumer website, you can include consumer ratings and reviews wherever you like. However, it’s most likely that you’ll want to have a place where customers can see the reviews of other clients on the product pages themselves. On the EMP website the company gives users the option to click on the star review section to jump to a different space on the page where testimonials are listed. This ensures that customers don’t have to scroll through a lot of excess information if they just want to add an item straight to their cart.

Designing for B2B vs B2C

In the world of web design, no two customers are ever the same. While you’ll need to adapt your processes to suit each customer you interact with, you can set your expectations in advance by learning the differences between B2B and B2C strategies.

 

Featured images by Chris Ross Harris and Mike Kononov.

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