Web Design Trends 2021
Web design trends keep changing and web developers need to keep on top of these changes to get the most out of any design. In 2021, after COVID, the online world changed significantly and new user behaviours have now evolved which makes the "best practices" from a few years ago now not relevant.
The key change is based on being more direct than ever before. Web designers need to ask the question "What is the reason for the site's existence" and then answer that question by presenting the core messaging upfront and loud. A clear "call to action" needs to be shown above the fold so that a user understands what the site has to offer without scrolling or clicking. Post-COVID users are less patient and don't want to "explore" a site to find what they are looking for.
Early in 2021, JABA followed a series of eye-tracking surveys carried out by American universities that track the retina of a user and then map the results onto the webpage. The results were fascinating and some myths were busted. The placement of menu links and call-to-action buttons on the very top of the page is no longer the best option. Many users these days don't look at the top, except for users who always look for a hamburger menu. The real hotspot on a homepage is halfway down the page or in many cases just below the masthead image. JABA has since applied this knowledge to recent websites with unbelievable results.
The sites below have experienced massive improvements in conversions by placing the key call to action just below the main banner. The Frames had a 500% increase in booking enquiries in the first week of making this change. Another client, Premium Gardens, used to use JABA for Digital Marketing and we ran Google Adwords campaigns. On the very first day, we added the "Get a Free Quote" call to action button just below the main banner the client received 180 new enquiries... too many for the client to answer, so the Google Adwords was stopped. Artekton and the Anchorage websites also experienced an immediate increase in calls and bookings as a result of this "best practice".
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