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2017 Web Design and User Experience Trends

We really did enjoy our previous layout on the MarTech blog but knew that it appeared a bit aged. While it was functional, it just didn’t acquire new visitors as it once did. I believe people arrived at the site, thought it was a bit behind on its design – and they made the assumption that the content might be as well. Simply put, we had an ugly baby. We loved that baby, we worked hard on that baby, we were proud of our baby… but it was ugly.

To advance the site, we did a lot of analysis of publishing sites that were capturing market share. We took notice of their navigation, their layouts, their fonts, their mobile responsive layouts, their use of other mediums, their advertising, and more. We also looked for a site where we could incorporate a lot of the features and functionality we previously pushed from plugins and worked to ensure they were core theme functions. This would help the site speed improve and reduce the opportunity for conflicts or other usability inconsistencies.

It worked. Our site traffic is up 30.91% for the same period last year. Don’t underestimate the value of your users’ experience and its impact on acquisition and retention.

If it’s time to give your site a facelift again… there are a ton of opportunities out there to help you improve the user experience (UX) for your visitors. The Deep End put together this infographic with some ideas on where you can look for some design inspiration.

Every year brings us a new batch of trends we can expect to see popping up on websites. But  being an agency that doesn’t necessarily hop on the trend-wagon, we sought out the ten most promising web design and user-experience trends of 2017 that can be used to actually improve conversions on any website. That’s more customers, clients or leads in your pocket, which is a great way to ring in the New Year.

Web Design and UX/UI Trends

  1. Age-Responsive Design – different age groups will react differently with different content, layout and aesthetic choices.
  2. Skeleton Screens – loading a page in stages, from simple to complex so that customers can anticipate what content is coming next.
  3. Engagement Bots – engage with users for improved customer experience and lead generation without having through AI chat bots.
  4. Shopping Cart Marketing – offering upsells, bundled offers, and cross-sales during checkout to produce additional revenue.
  5. Animated Call-To-Action Buttons – use simple and subtle animations to call attention to your buttons for increased click-throughs.
  6. Cinemagraph Hero Images – part photo, part video, cinemagraphs are underused but spark a lot of interest.
  7. Explainer Persuader Videos – use real people like customer testimonials and product demos to overcome objections and close the sale.
  8. Value-Based Exit Overlays – utilize exit offers rather than annoying overlays when someone is going to leave your site.
  9. Death of the Homepage – behavioral and audience-specific dynamic landing pages will better target different demographics and behaviors.
  10. Scrolling Trumps Navigation – more important than keeping content at the top of multiple pages is telling a compelling story on a single page.


© 2016 DK New Media.

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