2016 Web Design Trends to Boost Conversions

Today's guest post comes from Wes McDowell, Creative Director at The Deep End. Enjoy!

Now that we’re nearing the end of 2015, web designers and UX experts are setting their sights on what 2016 will bring. While there’s no shortage of web design “trend reports” floating around the Internet, most simply tend to focus on what’s trending in terms of visual style.

It can be creatively inspiring to see the latest styles, but I think we can all agree that a great-looking website doesn’t mean much if it doesn’t connect with and engage its audience.

So check out this infographic by the team at The Deep End, which identifies ten trends that have the most potential to actually convert users into customers. And for further insights, read more about these trends after the jump.

2016 Web Design

Trends to Boost Conversions - An infographic by The Deep End Web Studio

Trend 1: Full-width images

Why it converts: Anytime you can replace low-impact, smaller images with something larger, it has been shown to connect more with users. Extra points for using photos of people, large ambient videos, or even cinemagraphs.

Trend 2: Split-screen layouts

Why it converts: If you offer several types of products, services, or categories, you want to split people into the area where they are most likely to convert. By using a split screen, you can get them there faster.

Trend 3: Monochromatic colors with contrasting CTA

Why it converts: By placing a bright call-to-action button on a more subdued background, it’s just going to pop, increasing the likelihood of a click.

Trend 4: Prioritized navigation

Why it converts: By giving users fewer options, there are fewer opportunities for them to lose their way. By giving easy access to only the essential navigation items, hiding the rest (either in a secondary navigation area or behind a menu icon,) and really highlighting the CTA, your users are far more likely to go on the pre-set journey you’ve laid out for them.

Trend 5: Minimal lead capture

Why it converts: One of the more popular CTAs out there is an email signup. By removing all distractions, and replacing them with a clear, persuasive headline, subheadline, and simple form field, users know exactly why they should hand over their email address.

Trend 6: Video

Why it converts: While not exactly new, video is only gaining momentum in web design. Video is fantastic for giving users a peek at who makes up the company, which in turn builds trust. Once users trust a website, they’re much more likely to convert.

Trend 7: Sticky CTA

Why it converts: Half the battle of making a conversion is making it as easy on your users as possible. By providing a CTA button that’s at-the-ready at all times, you’ll be that much closer to a conversion. I recommend a button in a sticky header for desktop, and as a sticky bottom button for mobile.

Trend 8: Card design

Why it converts: Laying out your offerings visually is an excellent way of quickly funneling users to whichever interests them the most, which as luck would have it, is where they are most primed to convert.

Trend 9: Single column CTA

Why it converts: By interrupting the flow of a site which may have multiple columns, sidebars, and a myriad of distractions, people stop and take notice. So by placing your main CTA in a single column with a clear headline, persuasive subheadline, and plenty of whitespace, it is sure to stand out, even on an otherwise content-heavy page.

Trend 10: Personalized user experiences

Why it converts: Sites like Amazon understand that not all users convert on their first visit. So they keep track of what their customers have looked at, and serve that up to them on subsequent visits, along with other items that may be of interest. In doing so, they know they are increasing their chances of making a sale.