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The Role of Colour Psychology in Web Design

In the digital age, the success of a website is often measured not only by its functionality and content but also by its visual appeal. 

Web design has evolved from simple, text-heavy pages to vibrant and interactive platforms that cater to a wide range of user preferences and expectations. Central to this transformation is the use of colour, which plays a vital role in web design. The field of colour psychology explores how colours can influence human emotions and behaviour. 

In this blog, we'll delve into how colour psychology impacts web design and guide you on choosing the right colour schemes for your site.

Understanding Colour Psychology

Colour psychology is a branch of psychology that examines how different colours can affect human thoughts, emotions, and behaviours. It's a fascinating field that has been applied to various aspects of our lives, from marketing and branding to interior design and web design.

In web design, colour psychology is leveraged to create websites that not only look aesthetically pleasing but also serve the intended purpose effectively. Different colours can evoke specific emotional responses, and understanding these responses is crucial for designing websites that resonate with users.

The Impact of Colours on Emotions and Behaviour

Colours have a profound impact on human emotions and behaviour. Here's a breakdown of how various colours can influence users on your website:

Red: 

Red is a high-energy colour associated with passion, excitement, and urgency. It can be used to grab users' attention and encourage them to take action. For example, many e-commerce websites use red for their "Buy Now" buttons to prompt quick purchasing decisions.

Blue:

Blue is often associated with trust, reliability, and calmness. It's a popular choice for corporate websites and social media platforms. Lighter shades of blue can create a sense of serenity, while darker blues can convey professionalism and stability.

Green: 

Green is often linked to nature, health, and growth. It can be used to convey messages of eco-friendliness, relaxation, and freshness. Many websites in the health and wellness industry use green to create a sense of trust and well-being.

Yellow: 

Yellow is a bright and cheerful colour that evokes feelings of positivity and happiness. It can be used to draw attention and stimulate optimism. However, excessive use of yellow can be overwhelming, so it should be used sparingly.

Purple:

Purple is associated with luxury, creativity, and spirituality. It's often used in websites targeting a more artistic or niche audience. Deep purples can convey a sense of opulence, while lighter shades can evoke feelings of creativity and imagination.

Orange:

Orange is a colour of enthusiasm, energy, and warmth. It's an attention-grabbing colour that can be used to encourage action. Orange is often used for call-to-action buttons and elements meant to stand out.

Black and White:

Black is often associated with sophistication and elegance, while white conveys simplicity and purity. These two colors are frequently used together in web design to create a clean and modern look. They are often used in minimalist or high-end fashion websites.

Choosing the Right Colour Schemes

Now that we understand how colours can influence emotions and behaviour, the next step is to choose the right colour schemes for your website. Here are some tips to help you make informed decisions:

Know Your Audience: Understanding your target audience is essential. Different colours may resonate differently with various demographics and cultures. Conduct research or surveys to determine what colours your audience prefers and associates with your industry.

Stay Consistent with Branding: If your website represents a brand, the colour scheme should align with the brand's identity. Consistency in branding helps in building trust and recognition among users. Coca-Cola, for example, is inseparable from its iconic red and white colour scheme.

Consider the Emotional Impact: Think about the emotions you want to evoke in your users. If you want to create a sense of trust, you might consider using shades of blue. If you want to encourage action, red or orange may be more appropriate.

Balance and Contrast: Effective web design often involves using a combination of colours that balance and contrast with each other. This makes your website visually appealing and easy to navigate. Use tools like colour wheels to find complementary colours.

Test and Iterate: Web design is not a one-time process. It's essential to test your colour choices and gather feedback from users. Conduct A/B testing to see which colour schemes perform better in achieving your goals.

Accessibility: Ensure that your chosen colour scheme is accessible to all users, including those with visual impairments. Use colour combinations that provide sufficient contrast and consider alternative text and other accessibility features.

Case Studies: The Power of Colour in Web Design

Let's take a closer look at some websites that effectively leverage colour psychology to enhance user experience and achieve their goals.

1. Airbnb:

Airbnb's website predominantly uses a calming and trust-evoking shade of blue. The colour scheme is consistent with their brand and creates a sense of reliability for users searching for accommodations. The use of green in call-to-action buttons promotes bookings, and the overall design is user-friendly.

2. McDonald's:

McDonald's uses red and yellow, which are known for evoking excitement and enthusiasm. These colours encourage users to feel hungry and act quickly. The colour scheme aligns with the fast-food industry's goal of serving customers promptly.

3. Patagonia:

Patagonia, a company known for its commitment to environmental sustainability, uses earthy greens and blues in its web design. These colours convey a sense of nature and eco-friendliness, aligning with the brand's values and target audience.

4. Apple:

Apple's website design is minimalist and modern, predominantly using black and white. These colours convey sophistication and simplicity, mirroring the brand's identity and high-end products.

Conclusion

Colour psychology is a powerful tool in web design that can significantly influence user emotions and behaviour. By understanding the emotional impact of colours and choosing the right colour schemes, web designers can create websites that effectively communicate the desired message, capture user attention, and encourage actions. Remember that successful web design isn't just about aesthetics; it's about connecting with your audience on an emotional level and guiding them towards your goals. So, when designing or redesigning a website, don't underestimate the role of color in creating a meaningful and impactful user experience.

Posted in Graphic Design, Web Design, Website Design, Web Design Trends

Responsive Web Design: Optimising Experiences Across Devices

Responsive web design has become a fundamental approach in today's digital landscape. With the diverse range of devices and screen sizes available to users, it's crucial to create websites that can adapt seamlessly to different platforms. Responsive design ensures that websites look and function optimally, providing a consistent user experience across devices.

In this article, we will explore the principles and benefits of responsive web design. We will delve into the significance of adopting a mobile-first approach, the advantages it offers over separate mobile and desktop versions, and how user behaviour varies across devices. We will also touch upon the importance of testing and optimisation, as well as common challenges faced in implementing responsive design.

Join us as we dive into the world of responsive web design and discover how it enhances accessibility, user experience, and overall success in today's multi-device world.

What is Responsive Web Design?

Responsive web design is an approach to web development that aims to create websites capable of adapting and responding seamlessly to different devices and screen sizes. The principles of responsive design revolve around fluidity, flexibility, and content prioritisation.

3 Components of Responsive Web Design

1. Fluidity and Flexibility

Responsive design uses fluid grids and flexible layouts that allow elements on a web page to resize and reposition themselves based on the screen size of the device being used. This ensures that the content and design elements adjust proportionally, providing an optimal viewing experience.

2. Media Queries

Media queries are a fundamental component of responsive design. They allow developers to apply different styles and layout rules based on the characteristics of the device, such as screen width, resolution, and orientation. By using CSS media queries, specific styles can be targeted to create a tailored experience for each device.

3. Content Prioritisation

Responsive design involves organising and presenting content in a way that prioritises its importance and relevance across different devices. This ensures that users can access the most critical information without overwhelming them with unnecessary elements. Content prioritisation is achieved through thoughtful design decisions, such as adjusting font sizes, hiding non-essential elements, and repositioning content blocks.

Importance of Mobile-First Approach in Responsive Design

A mobile-first approach is a core principle of responsive web design, emphasising the importance of designing for mobile devices first and then progressively enhancing the experience for larger screens. This approach recognises the increasing dominance of mobile devices and the unique challenges they present.

Mobile usage is rapidly increasing: Statistics show that mobile devices account for a significant portion of internet traffic, with more people accessing websites on smartphones and tablets than on desktop computers. By prioritising mobile design, websites can cater to the growing mobile audience and provide an optimised experience.

User expectations: Mobile users have high expectations for a seamless and user-friendly experience on their devices. They expect websites to load quickly, have intuitive navigation, and display content in a readable format. By adopting a mobile-first approach, designers can ensure that the most critical features and content are prioritised for mobile users.

Google's mobile-first indexing: Google, the most popular search engine, has shifted to a mobile-first indexing approach, meaning that the mobile version of a website is considered the primary version for indexing and ranking. A mobile-first design not only improves user experience but also enhances search engine optimisation (SEO) by aligning with Google's indexing preferences.

5 Reasons You Need Responsive Design

1. Consistency across devices

Responsive design ensures a consistent brand experience and interface across different devices. Users can easily recognize and navigate a website, regardless of the device they use. This consistency builds trust and fosters familiarity, leading to better user engagement and conversions.

2. Cost and time efficiency

Developing and maintaining separate mobile and desktop versions of a website can be time-consuming and costly. Responsive design eliminates the need for duplicating efforts, as a single codebase can adapt to different devices. This saves development time, reduces maintenance efforts, and lowers overall costs.

3. Improved user experience

Responsive design optimises the user experience by adapting the content layout, font sizes, and navigation to suit each device's screen size and capabilities. Users can access information easily, read content comfortably, and interact intuitively, leading to higher satisfaction and engagement.

4. Better SEO performance

Having a responsive website eliminates the need for duplicate content across different versions, reducing the risk of content duplication penalties from search engines. Additionally, a responsive design provides a consistent URL structure, which consolidates the authority and ranking signals for SEO. As a result, responsive websites tend to perform better in search engine rankings.

5. Future-proofing

Technology is constantly evolving, and new devices with varying screen sizes and capabilities continue to emerge. Responsive design future-proofs websites by ensuring they can adapt and accommodate new devices without requiring significant redevelopment. It provides scalability and readiness for the evolving digital landscape.

How User Behaviour Varies Across Devices

User behaviour can significantly differ depending on the device they use. Understanding these variations is essential for delivering tailored experiences. Here are some key points to consider:

Device-specific tasks

Smartphones: Users often engage in quick, on-the-go activities like checking emails, messaging, and accessing social media.

Tablets: Users tend to consume media, play games, read e-books, and perform light productivity tasks.

Laptops/desktops: These devices are commonly used for complex tasks, work-related activities, and in-depth research.

Contextual factors

Location: Users may utilise smartphones more when they are outside their homes, whereas tablets and laptops are favoured in more comfortable settings.

Time of day: User behaviour may vary depending on the time of day, with smartphones being more prominent during commuting hours and evenings.

Content Consumption Patterns

Smaller screens: Smartphones require concise and easily scannable content, whereas tablets and laptops allow for more in-depth reading.

Visual content: Such as videos and images, may be more engaging on larger screens.

User Expectations

Users expect seamless transitions and consistency when switching between devices. They desire responsive websites that adapt to their chosen device's screen size and capabilities.

Using a Mobile-First Approach

Benefits of Starting the Design Process with Mobile Devices in Mind

Taking a mobile-first approach to design involves prioritising the needs and constraints of mobile users from the beginning. Here are the benefits of adopting a mobile-first mindset:

Focus on Core Content

By starting with mobile devices, designers are forced to prioritise the most essential content and functionality, resulting in streamlined and concise experiences.

Users on mobile devices often have limited attention spans and different goals compared to desktop users. Designing for mobile-first ensures that the core message is communicated effectively.

Improved Performance

Mobile devices typically have slower internet connections and less processing power than desktop computers.

Prioritising mobile optimisation leads to lighter and faster websites, benefiting users across all devices.

Progressive Enhancement

Starting with a mobile design allows for a foundation that can be enhanced with additional features and layout adjustments for larger screens.

This approach ensures a graceful progression, providing an optimal experience regardless of the device being used.

Common Challenges and Solutions

Dealing with Complex Layouts and Navigation Menus

Responsive design can pose challenges when dealing with complex layouts and navigation menus. Here are some solutions to address these challenges:

Simplify Navigation - Streamline navigation menus for smaller screens by using collapsible menus, hamburger icons, or off-canvas menus. Prioritise important navigation links and consider utilising breadcrumb navigation or sticky menus for improved accessibility.

Adaptive Layouts - Break down complex layouts into modular components that can be rearranged and stacked vertically on smaller screens. Utilise CSS grid or flexbox to create flexible and adaptive layouts that adjust to different screen sizes without sacrificing visual appeal.

Progressive disclosure - Implement progressive disclosure techniques to show or hide content based on user interactions, optimising the display of complex information on smaller screens. Use accordions, tabs, or expandable sections to allow users to reveal additional content as needed, keeping the initial layout uncluttered.

Responsive web design is crucial in our multi-device world. By adapting to different devices and screen sizes, it enhances user experience and accessibility. It prioritises fluidity, flexibility, and content optimisation.

In this article, we explored the benefits of a mobile-first approach, responsive design over separate versions, and user behaviour across devices. Testing, optimisation, and overcoming challenges were also discussed.

Responsive web design empowers businesses to deliver consistent experiences and adapt to the evolving digital landscape.

In summary, responsive design is a powerful tool for user-centric websites and long-term success in the digital realm.

Ready to unlock the power of responsive web design? Get in touch to start creating user-friendly, device-optimised websites today and revolutionise your online presence!

Posted in Responsive Design, Responsive Web Design, Web Design, Web Design Trends, Website Design

The Benefits of a Custom Designed Website

typing on a laptop computer

In today's digital age, having a robust online presence is essential for businesses to thrive and succeed. Consumers turn to the internet to discover, research and engage with brands. So your website serves as the virtual face of your business. And it is your first impression for your potential customers. This plays a pivotal role in shaping their perception of your brand. Investing in a customised website design means it will be tailored for your specific business and your brand. Rather than your business and brand shoved into a generic template like so many web companies use. 

In this article, we will explore the benefits of a custom-built and designed website and why it is the best choice for businesses in today's competitive landscape.

 

What is a custom-built and designed website

A custom-built and designed website is a one tailored to specific requirements. The alternative is a web-template; a pre-designed layout with pre-defined space for undefined content. 

Unlike pre-made templates or generic website builders, a custom website is developed from scratch and tailored to reflect the business's unique brand identity, values, and objectives. 

It involves a collaborative process between the business owner, skilled web designers, and developers, who work closely to create a fully personalised online presence. 

Every aspect, from the layout, colour scheme, and typography to the functionality and user interface, is carefully designed and optimised to align with the brand's vision and deliver an exceptional user experience. 

With a custom website, businesses are showcased in the optimal way. Presenting their brand they best way possible rather than shoved into pre-defined spaces that don't suit. 
It's basically the difference between having a new suit or wedding dress tailor made vs ordering something from Temu or Wish. 

 

The benefits of custom-built and designed website:

Unique Brand Identity:

A custom-designed website allows for a unique and tailored look that aligns with your brand identity. Templates are often used by multiple users, resulting in similar or identical designs. A custom design ensures that your website stands out and reflects the uniqueness of your brand.

Tailored Functionality:

Custom-designed websites can be built with specific functionalities and features that cater to your business requirements. Templates may have limitations in terms of customization and may not support the exact features you need.

Optimized Performance:

Custom designs enable developers to optimize the website for performance. This includes faster loading times, efficient code, and a better overall user experience. Generic templates might have unnecessary code or features that can impact performance negatively.

Scalability:

Custom websites are more scalable, allowing for future expansion and integration of new features as your business grows. A template might not provide the flexibility needed for future changes and enhancements.


Search Engine Optimization (SEO):

Custom websites can be optimized for search engines based on specific SEO strategies. This is often more challenging with generic templates, which may have limitations in terms of SEO customization.

Responsive Design:

Custom designs can be created with responsiveness in mind, ensuring that the website looks and functions well across various devices and screen sizes. While some templates are responsive, they may not provide the level of control needed for a seamless user experience.

Security:

Custom websites can be built with security in mind, incorporating best practices to protect against vulnerabilities. Templates may not prioritize security features, potentially exposing your website to security risks.

User Experience (UX):

Custom designs allow for a more personalized and user-centric approach to UX design. This can result in a website that is intuitive, easy to navigate, and tailored to the preferences of your target audience.

Ownership and Control:

With a custom-designed website, you have full ownership and control over the code, design, and functionality. Template-based solutions may come with restrictions on customization and ownership rights.

Long-Term Cost Efficiency:

While the initial cost of a custom-designed website may be higher, it can be more cost-effective in the long run. Custom websites are often easier to maintain and update, reducing ongoing costs compared to templates that may require constant adjustments.

 

Search Engine Optimisation (SEO)

Why is it important?

  • Search engine optimisation (SEO) is crucial for improving your website's visibility and driving organic traffic from search engines. 
  • This includes optimising on-page elements such as headings, image alt tags, and internal linking structure to improve keyword relevance and overall crawlability for search engines.
  • By considering SEO from the start and integrating it into the design process, you can ensure your website is well-optimised and search engine friendly.

How are custom websites better for SEO?

  • A customised website design provides a solid foundation for effective SEO. By working closely with web designers and developers, you can ensure that your website is built with SEO best practices in mind. 
  • Custom design allows for the optimisation of technical elements such as site structure, mobile responsiveness, and page loading speed, which are critical ranking factors for search engines. 
  • Additionally, a customised design allows for creating SEO-friendly URLs, meta tags, and structured data, further enhancing your website's visibility in search engine results pages.


Scalability

Why is it important?

  • Businesses evolve and grow over time, and your website needs to keep up with these changes. 
  • A custom website design provides the flexibility to adapt to the changing needs of your business.
  • Whether you're introducing new products or services, expanding into new markets, or repositioning your brand, a custom design allows you to make necessary adjustments to your website without limitations. 
  • By having a website that can grow and evolve alongside your business, you can ensure that it remains relevant and effective in meeting your goals.

How do custom websites allow you to scale more easily?

  • Scalability is a crucial aspect of a successful online presence. As your business expands, your website should be able to accommodate increased traffic, content, and functionality. 
  • Custom website design offers the advantage of scalability, allowing you to quickly scale up your website's infrastructure, such as server capacity and database management, to handle growing demands. 
  • A custom design also enables future modifications and enhancements to be implemented seamlessly without disrupting the overall functionality and user experience. Whether it's adding new features, integrating third-party tools, or improving performance, a custom website design provides the flexibility to evolve with your business.

Security and Performance

Why is it important?

  • Website security is of paramount importance. With increasing cybersecurity threats and data breaches, businesses need to prioritise the security of their websites. 
  • A single security breach can have severe consequences, including compromised customer data, damaged reputation, and financial loss. 
    Highlight the importance of website security by discussing the potential risks businesses face and the impact it can have on their operations.
  • Emphasise the need for robust security measures to protect sensitive information, build trust with customers, and comply with data protection regulations.

How are custom websites more secure?

  • A custom website design allows for a proactive approach to security. By working with experienced web developers, businesses can implement tailored security measures based on their specific needs and requirements. 
  • Custom designs enable the integration of advanced security features such as SSL certificates, encrypted data transmission, secure user authentication systems, and regular security audits. 
  • Additionally, custom designs allow for rigorous code reviews, vulnerability testing, and timely security updates, ensuring that the website stays protected against emerging threats.

How are custom websites better performing?

  • Website performance and loading speed are critical factors that impact user experience and search engine rankings. 
  • Custom website design allows for optimising performance by carefully crafting the website's architecture, code structure, and asset optimisation. 
  • Custom designs enable developers to minimise unnecessary code, leverage caching mechanisms, and optimise image sizes, resulting in faster loading times.

Cost-effectiveness

Are custom websites more expensive?

  • There is a common misconception that custom website design is expensive, deterring some businesses from considering it as an option. 
  • However, it's essential to address this misconception and highlight the value and long-term cost-effectiveness of a custom design. 
  • Custom website design offers tailored solutions specifically crafted to meet your business objectives and target audience. 
  • While the initial investment may be higher compared to template-based designs, the benefits and savings, in the long run, outweigh the upfront costs.

How are custom websites more cost-effective in the long run?

  • A custom website design brings several long-term cost benefits. A custom design ensures scalability and flexibility, allowing your website to grow and evolve as your business expands. 
  • This eliminates the need for frequent redesigns or extensive modifications, which can be costly. 
  • Additionally, a custom design provides better performance, optimised code, and streamlined functionality, reducing maintenance and hosting expenses over time. 
  • Custom designs are also more durable, built with the latest web standards and technologies, ensuring longevity and compatibility with future updates.

In summary, while generic templates can be a quick and affordable solution, a custom-designed website offers greater flexibility, uniqueness, and long-term benefits that align closely with specific business needs and objectives.

Looking for experienced custom web designer and developers in Christchurch? View our portfolio here and get in contact with us today!

Posted in Marketing, Responsive Web Design, Web Design, Web Design Trends, Web Team, Website Design

A Guide to eCommerce Web Design - Landing Page

The terms “landing page” and “product page” are often used interchangeably in the ecommerce sector, but they couldn’t be more different.  Landing pages are incredibly important. They provide the opportunity to target a specific audience as part of a larger marketing campaign.


This article will explain the differences between landing pages & product pages, how they play a role in ecommerce success, and how to design a landing page for high conversion rates and maximum revenue.


What is a Landing Page?

A landing page is a standalone page that a visitor “lands” on after clicking  a link in a specific marketing or advertising campaign. Optimised for high conversion rates and personalised to a particular audience segment, landing pages aim to accomplish just one goal in a campaign – move the customer further along in their journey. 


When a visitor clicks on a link they are directed to the landing page which provides exactly what the customer expected. For example if they clicked on a link that was provided in an email marketing campaign for 40% of a certain product or service the landing page would provide exactly that.

Wait… Isn’t that a Product Page?

Landing Page Versus Product Page


Although product pages are often used as landing pages, they are not the same. Landing pages are designed to move a particular customer or audience segment further along in the buying process whereas product pages are only intended for purchase decisions.  


Consider this: If you were to drive paid traffic from social media to a product page, the conversion rate would likely be extremely low and the campaign would be ineffective. But if users were instead driven to a landing page where they could submit their email for a discount code or more information, the conversion rate would likely be much higher down the road.


In fact, studies suggest that visitors who land directly on product pages are 72% more likely to bounce than those who land on a personalised landing page.


The landing page is designed to fulfil a single purpose for a single customer in a specific marketing campaign. Landing pages removes unnecessary distractions so that the customer reaches the desired goal and provides one offer.


The product page is designed to provide all the information about a product/service in a much broader sense to cater to a wider variety of visitors. Unlike the landing page, the product page provides a variety of different actions for the visitor to take with multiple CTA’s and links where more information can be found.

Why Does My Ecommerce Site Need a Landing Page?

To Increase Revenue

High-quality landing pages are guaranteed to increase your ecommerce revenue with higher conversion rates, increased AOV, and greater customer retention. 


You don’t want a customer looking for a beanie being directed to a category page for winter clothing as this does not show them exactly what they want. 

To Maximise Conversion Rate 

Landing pages should only have one CTA! There is only one goal for the landing page and that is to move the customer to the next phase of the customer journey, so you only need ONE CTA. 


Adding other links or information risks distracting the user from the goal, crushing your conversion rates and harming the campaign.

To Generate Leads

The more landing pages the more new leads will be generated! More landing pages = more conversion opportunities 


Companies with 10-15 landing pages see a 55% increase in leads shown in a study by Hubspot.

To Target Specific Audience Segments

Landing pages provide the opportunity to target a very specific audience. A landing page targeting Gen Z (1996 - 2010) would look completely different to a landing page target Gen X (1965 - 1980).


Personalized landing pages increase conversion rates because customers feel like they’re being catered to rather than just being sold products.


For example, a stationery brand would not want to target a full time worker with an offer catered to a student with a student discount or similar. Likewise a student between the ages of 18 - 21 doesn’t want to be targeted with a gold card offer.

To Learn More About Their Customer Behaviour

Landing pages provide a fantastic opportunity for A/B testing to find out exactly what works with a specific target market and what doesn't.


For example, two landing pages with the same offer could have slightly different headlines, CTAs, or images but one might convert far better than the other. The more you test, the more you’ll understand their behaviour. Remember to only test one variation at a time to avoid skewing results. 

What Makes a Great Landing Page?

Cut The Clutter, Design a Clean Page

Cut the clutter. Your landing page only has one goal, don’t over complicate it. Place the primary CTA so that it is clear and visible above the fold. Use colours that draw attention to the most important details on the page - CTA, Offer, Offer End Date 


Sell your high-quality product with high-quality content

The landing pages on your Ecommerce website are like windows in the shop. Customers are more likely to enter a store with a 50% off sign in the window than a shop with no sale or decor.


Use high quality images which draw your target customer in and allude to the quality of your product/service.


Clearly Define the CTA

Your CTA button is the most important button on the landing page. The visitor shouldn’t have to put any effort into finding it. Use contrasting colours to make it easy to spot and copy that makes it irresistible to click.


Focus On Your Target Audience

One of the features that differentiates landing pages from other pages on your ecommerce website is that landing pages are created for specific target markets.


The value proposition on the landing page needs to be crafted specifically for the audience segment being targeted.


Offer Social Proof & Case Studies

Showcase the best reviews from customers to increase social proof and build trust with the target audience to make the offer seem more desirable.

How Do You Design a Landing Page?

Landing Page Structure


Write a great headline - the visitor to your landing page should be instantly interested in your offer. Make it irresistible yet concise.

Add high-quality images & graphics  - this is your opportunity to really make the visitor feel like they are having a personalised experience. Use the high quality images that you cannot use in general marketing!

Center the content around one CTA - the landing page is for one offer so use one clear CTA, they either want it or they don’t.

Write in short, concise sentences - you should include a brief yet powerful description that entices the visitor to click on the CTA.

Add social share buttons (If Applicable) - if it makes sense for the landing page, include social sharing buttons so that visitors can share the offer with their friends and family. Be careful though, these buttons could distract users from the main goal. 

Landing Page Layout

Most visitors to your landing page won't read everything you’ve written so make sure to make the most important parts stand out!

Keep the most important information above the fold… this means anything that a visitor NEEDS to see should be available on the screen without having to scroll down.

A visitor to your landing page should be able easily find what the offer is and the CTA in less than five seconds.

Only have one offer per landing page! Landing pages that use more than one offer/CTA get 255% fewer leads than landing pages with one offer.


How Can I Improve My Landing page?

A/B Testing

Due to the unique ability of a landing page to be shown to a very specific audience, there is a lot of potential for A/B testing to find out what works and what doesn't. 

This means having the same offer but two different page designs or layouts to figure out what works best for that specific audience.

Irresistible Offers

Even if the landing page is extremely well designed using high quality images and catchy on brand copy if the offer isn't irresistible you can’t expect to convert.


An offer is irresistible when there is a limited amount of time or number available. Another way to make an offer irresistible is for the offer itself to be marketed as a once in a lifetime never again will this offer be available again.


It is the irresistible offer on your landing page which at the end of the day will create a sense of urgency in the visitor and lead to conversion.

Creative Copy and Images


Using your brand voice and being creative in your copywriting and CTA’s can help significantly increase conversions. Simply adding personality by changing the copy on a CTA from “buy now” to “I want it” can make all the difference and liven up your landing page.


The same goes for the images your use on your landing page. Stay away from manufacturers' photos and take your own. The landing page is aimed at a specific target market so use photos of someone within the target marketing using your product or service.

In Conclusion

Landing pages are important, so make sure that you are making the most of them on your ecommerce site. The more landing pages you have the more opportunity there is for new leads, so do not hesitate to add new ones wherever possible to cater to specific audiences. 


 

Posted in Marketing, Responsive Design, Responsive Web Design, Web Design, Web Design Trends, Website Design

Web Design - What to Expect in 2021

web design icons connected graphic

2020 was the year where conducting business online became essential, thanks to Covid. 


Consumers were either in lockdown or practising social distancing, and company websites became a vital link for e-commerce and conveying important safety information. We saw many companies pivot to online sales and focus their efforts on improving web design functionality. The pandemic has influenced the messaging behind website design too, with many organisations adopting a kinder, more empathetic tone. 


So what does 2021 have in store?  We expect web design in NZ this year to capitalise on the learnings of 2020, and more small businesses will look to start or improve their website design in NZ.


Visual Trends


Clean minimal designs are making a comeback in 2021, often with a focus on bold and creative typography.  Blur is another feature showing up in many new websites, allowing developers to create a suggestion of depth and separate foreground from background. Noise, grain and other visual effects are another popular technique to give your site a more natural feel that is less clinical. In general, expect to see website visuals that offer a positive, helpful and healthy vibe. Kindness is ‘in’. 


Animation and 3D effects were often discouraged in the past because they took too long to load, but HTML5 technology has changed the landscape. We’re seeing some beautiful 3D motion, animation and interactive UI design elements out there. The popularity of animated emojis on mobile platforms has seen a parallel increase in the use of GIFs in web design. Who would have thought GIFs would be so popular in 2021! Lottie files are a new lightweight, scalable animation format that works on all devices—one of the many innovative new web animation technologies bringing websites to life.


No Code/Low Code 


As part of the drive to make websites more functional, transactional and economical, many designers and developers are turning to no-code or low-code tools and apps to provide back-end functions. These cloud-based tools can be linked together to offer services such as data collection, e-commerce, and database management. The term ‘no code’ can be a little misleading, as these technologies still demand a level of skill that requires input from professional website designers.


Community


There is a strong movement for more engagement by SME’s in their local communities, and we envisage guest blogging, online competitions and other collaborations will become increasingly popular this year. Optimising websites for local search will be a big focus too, as businesses have learnt how important it is to be visible to customers in your area. The risk of cancellation has led many organisations to switch to virtual events, including streamed concerts, online conferences and even fashion shows. The technology costs for streaming have dropped dramatically, and we believe more businesses will start to incorporate live stream features into their websites.


Less Social Media 


There is concern about the increasing power social media companies have over the internet, but there is also growing resistance and pushback from consumers. We expect to see business owners redirect some of their social media budgets into website optimisation and content marketing. There is good reason to be a little sceptical about the advertising metrics provided by platforms such as Facebook and Instagram, as you can only take the information at face value. Analytics from your website give a much better indication of traffic volumes and sales conversions.


Integration


Integrating your website into your business software eco-system is the final trend we think will accelerate this year, as cloud-based integration tools become cheaper and more sophisticated. Some of the many options for integration include:

  • Feeding contact form details into your CRM application
  • Passing Shopify data into Xero 
  • Capturing website bookings with Calendly

If it’s time to give your website a boost—talk to the team at Activate Design. We do web design, graphic design, app development, branding, content marketing and SEO optimisation. We’d love to hear from you.

 

Posted in Web Design, Web Design Trends, Website Design

The 7 Hottest Mobile Website Trends for 2019

computer screens and mobile devices

There’s no need to explain how important it is to have a mobile-friendly website these days—it’s a given that most people will be browsing on mobile devices such as smartphones and tablets, particularly in the consumer space.


Creating responsive design websites that conform to the latest mobile technology trends becomes even more essential when you consider that Google indexing gives priority to mobile sites. If you or your client doesn’t have a mobile responsive website, you’re undoubtedly missing out on valuable traffic.
To help you keep on top of mobile technology trends, we’ve gathered together seven of the hottest mobile website trends for 2019:


1. Progressive Web Apps


Progressive web apps (or PWA’s) have been around for a while, but there is renewed interest in them as mobile browsers become more capable. There is still some confusion as to what constitutes a PWA, but in general, they are mobile web pages that act like apps, including the ability to function offline. For small companies, they offer a lower cost of entry into the world of apps that can be offered directly to their customers, without the need for app store involvement.


2. Load Speed

Optimising page load times is going to be a big focus in 2019, as mobile e-commerce continues to grow, and users demand a snappy UI with fast response times. Good code will undoubtedly improve page load times, and the quality and speed of your server can be a real pinch point. Google recommends webmaster minimise or eliminate redirects on your site. This site provides a handy tool that maps the number of redirects on your site.


3. Mobile payments


As mobile payment platforms like Apple Pay, Google Wallet and even Facebook Messenger become more broadly supported by banks and retailers, it creates more trust in the notion of mobile payments. Mobile website developers need to capitalise on this trend by ensuring their sites offer frictionless payment options for users.


4. Touch ID


The growth of mobile payments is further boosted by support for Touch ID technology. Built into virtually all recent smartphones, Touch ID offers peace of mind. By integrating this fingerprint security into your mobile website or web app, you demonstrate to your customers that their security is important to you.


5. Short-form content


Long-form content has long been accepted as a good way to improve SEO and increase traffic. However, research is showing that short form, video-centric content is better suited to mobile sites and is expected to grow in popularity this year. Animations, short quizzes and other interactive content are more likely to hold audience attention than blog posts or long-form articles.


6. Gestures


Another way to make your mobile site more ‘app like’ is by adding support for gestures. Swiping, pinching and zooming are all familiar interactions on a mobile device, and it makes sense to use the same OS gestures on your mobile site or web app.


7. Functional Animations


Functional animations are simple motion elements that are built into your UI. They help guide users by, for example, changing a button shape when a user taps on it. Used well, they can bring your site to life and encourage the people to explore the site. Like gestures, they give visitors to your mobile site a more interactive, app-like experience. The best functional animations are those that serve a genuine purpose and integrate well into the site design.

Does your site need some mobile optimisation? Talk to the team at Activate Design for more tips and advice.

 

Posted in Web Design Trends

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