eCommerce is not what it used to 5 years ago. Mobile commerce, on-demand delivery, cashless counter stores and much more have become vogue. If you have a keen eye for design, you must have noticed by now that eCommerce stores have also undergone a sea change in the way they are designed.
Plenty of other transformations have also taken place that has improved customer experience by notches. While good design helps to improve user experience to a great extent, data security of customers, on the other hand, using encryption solution like Wildcard SSL certificates for domain and subdomains helps maximize sales.
E-commerce Web Design Trends That Will Shape Customer Experience In 2018
1. Mobile-first design is the norm
Mobile has replaced desktops and laptops as the primary means to browse the web. With mobile apps, they have become the primary means of shopping too. As a result, designers are slowly facing the need to rethink the design of their mobile websites too.
As a result, the mobile-first design has become the norm. You can opt to create separate designs for web and mobile. If time and cost is a factor, then resort to responsive designing which will do the task.
2. Stock Photos decline in popularity
As a blogger, I myself am a heavy user of stock photos. But, nevertheless, for eCommerce stores that have to create a compelling buying impulse in customers, stock photos are becoming inadequate as a marketing collateral. Multi-dimensional images of the products with jQuery zoom in is the need of the hour.
Unlike stock photos, which might be used by multiple stores that the same customer frequents fail to create a lasting impact. Their shelf life is dipping with time. However, real product images with jQuery zoom in is a different matter since it helps customers get a deep look at the product before they make a decision to buy it.
3. Content + Commerce is hyper-engaging
Content + Commerce is a new trend that is soon spreading across the eCommerce landscape. Until now, businesses felt the need to churn out fresh content on a regular basis to keep up their traffic volume. But, a proven way to monetize this content was yet to be found.
Enter, Content + Commerce. An inventive way of showcasing content with several micro-interactions and interactive elements. They are effective in creating customer awareness about the product and heighten their interest in making a purchase.
A great example of content + commerce is Fitbit – the fitness tracker.
4. CSS Grid Layout
CSS Grid layout is one of the CSS standards from the World Wide Web Consortium. It is a 2-dimensional layout model that helps web designers to control how the elements are shown on the website. It facilitates better space utilization and helps to align content in a proper fashion for responsiveness.
5. Full-screen Search, Forms
Until now, a small search box on any corner of the website. All that is about to change. Full-screen search boxes and forms will become the norm. They look more aesthetic, helps the user focus on the search function and give an overall impressive experience. Full-screen search and forms are becoming vogue partly because of the mobile-first design strategy that web designers are adopting of late.
6. Pre-recorded video + Live video
For the past 3 years, the video has been penetrating every inch of the Internet world. They are now being seen in great volume in eCommerce landing pages. These videos are either in the form of pre-recorded video or live video of the products or their users in action.
Unlike animations, which were static in motion, videos are more lively and hence deliver a better engagement. Moreover, they are better at convincing a marketing message better than a full-fledged blog or an infographic.
Microinteractions are confirmation messages or pop-ups that inform the user of some message. Until now, micro interactions had a rather unglamorous look and feel. For example, a customer review posted by the customer is responded with a small micro interaction or an animation that encourages the customer to do more of the same action.
Nick Babich, Editor-in-chief of Planet UX, remarks, “Microinteractions have the power to encourage users to actually interact. They are strong instruments that help to form habit loops.”
In the coming days of 2018, that is all set to change since thanks to animations that will bring out the details in micro-interactions.
8. Personalized guided selling
For a long time, personalization has remained a trending fad for the eCommerce industry. A new high in personalized selling is guided selling. In guided selling, the customer is taken through various levels of the buying journey based on their specific responses.
For instance, the customer is taken to the final product based on several factors like gender, user reviews, budget, colour and delivery date.
Personalized guided selling helps the customer narrow down on the possible product choices quickly and effectively. For the online store, it is a better way of knowing the customer without any heavy-lifting of data.
There are the major eCommerce design trends to look out for in 2018. They will reshape how customer experience and carry out their shopping. From mobile-first strategy to guided selling, all these trends will go a long way in taking eCommerce to the next level. They will not restrict themselves to selling, but will also become means to forge a healthy relationship with customers.
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