Confinement has forced us to modernize our consumtion of the digital world. What worked before may no longer have the same results. The amount of time we spend in front of a screen increases day by day. This has generated a proportional increase in the way we search for and acquire goods or services in digital transactions. Now, more than ever, the world of digital marketing is a cornerstone in today’s society.
2022 promises to be an uncertain year from all points of view, especially from the digital world, and therefore it is important to be aware of what trends are coming in digital marketing and web design.
- Dynamic content
This trend has been one of the hot topics of 2021, and it should be implemented if you have not already done so. Dynamic content provides users with a better experience and incentivises them by displaying personalised and dynamic information based on their interests, location and previous browsing or purchases.
- A Hero Image
The “Hero Images” (main image of a web page) have proven to be a great tool to achieve that initial excitement we want to have. We can use images that occupy the entire page to gain full impact in some cases. If this resource is well implemented, it is key to capture the user’s attention from the first moment.
- Clean and clear spaces
Current web page designs are easier to read, and most carry a minimalist theme. Effective web pages consist of larger and clearer content with direct messages. Avoid distractions and remove any unnecessary elements that can overload the users with information and withdraw their interest.
Sometimes it all comes down to the details, and micro-interactions are a very interesting resource to generate recall and interest by improving the user’s experience. Implementing short and quick animations that guide users through their interaction with your web page can lead them to complete the desired action.
Some of them micro-interactions have been a part of our web designs for a long time (links that change colour, rollover or the change of cursor image depending on its location), and now these miniature techniques can be extended to icons and web elements in much more creative ways.
- Personalised content
In 2022 sites will no longer be considered ‘static’, as we can now use browsing history (with the user’s consent) to deliver content tailored to each user. Now you can go back to a web page you visited before and find a completely different web page with different pieces of information or products. Making the marketing possibilities and sales opportunities endless.
Personalised content is important for eCommerce sites because brands can focus on products that interest specific users and increase conversions.
- Dark mode
Continuing with the trend of clean and clear designs. Minimalism reigns in a world of visual darkness. The dark mode, already implemented by several social networks and mobile devices, considerably reduces the impact on users’ vision making their experience much more pleasant and, above all, long-lasting. It is one of the key features web designers should implement in the upcoming year.
- SEO for voice
How users view and browse our pages are important, but we must keep how they access certain pages in mind. The new factors that affect digital marketing also impact web design. One of the most relevant tools that will affect your web design is SEO and the emerging voice search trend. Siri, Alexa and Google are tools that are becoming increasingly essential in searching for information and content of interest, so it is a crucial point that can not be excluded from your web design.
- Localised SEO and Accessible sites
The localisation of current content is a determining factor in SEO optimisation. More relevant, responsive searches and easily accessible geography data is fundamental for Google searches.
The reality is that we no longer only use computers to navigate, but many different devices, and we access them in different ways. From SEO by voice search to other accessibility tools designed for people with disabilities, our sites must adapt these tools into our web pages to ensure a smoother journey for all of our users.
- Mobile is still king
Something that is already a fact is that the vast majority of the population navigates from a mobile device, making mobile-friendly websites very important in 2022. It is not just about making responsive websites; it is also about building clean, simple designs that users will find easy to access and use (thinking about the fat finger syndrome or mobile usability). Implementing dynamic scrolling will ensure that your web pages load faster and provide users with a better experience.
- Interactive content still arouses interest
Interactive content ranges from infographics, branded games and e-books to interactive emails. We must make sure our consumers don’t get bombarded with endless amounts of information that diverts them from the path we want to take them. How many campaigns have you seen with interactive features such as a branded game using products or discounts codes?
Tools such as interactive Q&A’s on social media, polls and surveys, are part of the list of interactive content that keeps them interested and also let you know as a brand what they like and what they don’t like. Ensure that the interactive tools of your choice don’t affect your web page’s speed.
How do I determine which trend will be most effective for my web page layout?
All these trends are innovative actions that can contribute to more conversions and sales in the new year, but you must first establish which trend will actually integrate well with your brand’s marketing actions and ultimately increase your ROI. To determine what trend is most suitable, you must keep your objectives in mind and never forget to reach out and try new things. Understanding your customers will help your brand develop the best strategy, and it is also imperative in deciding which trends you should consider improving your web design in 2022.
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