Calls to action are a necessary evil in website design. The fact remains that your consumers won’t know what to do unless you explicitly tell them. Many. Many. Times.
However, simply telling your consumers what to do just isn’t enough anymore, either. They’re seeing stimuli and instructions from all corners of the web, so you need a little something extra to help your goal stand out.
Adding a little animation to your important action items might be just the ticket. Whether it’s a micro-mini interaction (such as “liking” a Facebook post and seeing the many reaction animations) or a simple effect to catch users’ eyes, consumers are more likely to execute the action you’re pushing when the call to action grabs their attention and provides confirmation of completion.
Need some inspiration? Airbnb uses its animation app, Lottie, to incorporate subtle graphics animations atop its calls to action throughout its website and app designs.
Every website needs text, but the days of boring Times New Roman, Arial or any other basic stock font have long-since passed. Instead, take your message to the next level with unique typography that encompasses your brand identity while simultaneously communicating to users.
This unique typography can take many shapes (literally) or be found in different areas of your design. Some brands may choose to utilize this in their logo design, while other businesses (like mine) will sprinkle custom font throughout the entire design to draw attention to important content, like this newsletter signup call to action (below). Ultimately, the choice in how and where you utilize this trend is up to you.
Despite the surge in ecommerce sales over brick and mortar storefronts, people still crave connections, which is likely one of the reasons that artificial intelligence in all its forms is so popular.
AI in website design can take many shapes, but some popular examples include machine learning, personalization and chatbots. Machine learning and personalization are cut from the same cloth to a degree and ingratiate a feeling of “being special” with users that, in turn, fosters brand loyalty.
Chatbots influence user experience much more directly, though. While they provide an engaging element, the biggest draw to incorporating chatbots into your website design relates to customer service. Users can ask questions and receive answers in real time — which is easy to visualize — and acquire information quickly.
Quartz is a stellar example of chatbots within immersive app design. Through a conversational interface and hilarious memes, users are more likely to return to consume the entertaining content than they are to read a boring news article on another app.
By investing in website design, you can cultivate a broad and dedicated consumer base that will use your product time and time again. While there are many more design elements that you can incorporate into your designs, ultimate each choice should: