The world of retail is fast-paced, and web design is the cornerstone of customer engagement. The magic of effective website design has the power to do more than just appeal to the eye. Websites crafted strategically can act as a conduit to enhance a user’s experience. The result is that you’ll boost engagement simultaneously alongside conversion rates. Striking this balance is the key to building brand loyalty with eCommerce.
To thrive in a digital marketplace, online store owners must stay on top of trends. When you consistently update your eCommerce store with impactful web design effects, you’ll be iteratively creating a captivating experience for your users.
Let’s explore 20 exciting trends in web design effects.
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Website Design Elements To Increase Conversions:
The Definitive Manual
1. Dynamic Search Bar Enhancement
Predictive search and auto-complete features are examples of search tools that leverage data analytics for anticipating the behavior of a user. These tools can analyze past search queries to predict what users are searching for. With this information, the tools can offer real-time suggestions to help users find what they need.
Web design effects like these streamline a customer's search and encourage engagement when it presents the most relevant content. With a heightened relevance in search results, visitors stay on a website longer, which can lead to higher conversion rates.
Equally important, brands can show products and images directly in the website search results. Use tools like Searchspring and Hawksearch if you want to make the experience of your website user even more dynamic.
2. Advanced Intuitive Navigation
Advanced intuitive navigation changes the way visitors interact with websites, which can significantly improve user experience. Website owners can use elements like clear navigation menus to streamline a visitor's journey and make it more frustration-free.
For your menus, add in related content or components like mega-menus. Keeping the mobile experience intuitive and easy to use means your potential customers stay engaged.
3. Interactive Hover Reveal
With hover reveal, a website visitor hovers their mouse over an image to initiate a hover-triggered animation or reveal a hidden image underneath. Hover reveal web design effects on eCommerce websites may reveal additional variants of a product.
An interactive hover reveal experience goes much further. Website visitors can enjoy real-time interactions that will keep them on your website longer. An interactive hover might allow a customer to see live product customization previews, for example. Another example is a user wearing a product or interacting with items. Web design effects like these can encourage a shopper to click through to learn more about a product.
4. 3D Elements and Subtle Drop Shadows
One of the most popular types of 3D web design effects is drop shadows. Subtle drop shadows add depth to a website, which can make it more visually appealing. In many cases, drop shadows make products appear to stand off from the page (read: screen). The key to effectively using 3D elements is to place them strategically so that they will draw the user's eye to parts of the page you want to highlight.
If you use drop shadows or other 3D elements, be sure you’re using them intentionally. These elements should have a sense of priority based on their distance from the user. Too much clutter on your site will make it more difficult to use. Google’s material design system is an excellent example of this type of element.
5. "Back to the Top" Features
On long-scrolling websites, having a "back to the top" feature lets your visitors more easily navigate to the top of a page. This allows them to save time and effort but will keep them on your website for longer as well.
Plus, this feature will improve the user's browsing experience so they’re more likely to return at a later date. To pull users to other areas of the page, you can use anchor links so they can quickly jump from one section to another. This is especially useful for long-form content.
6. Enhanced Parallax Scrolling
Enhanced parallax scrolling can take your website to a whole new layer. This web design effect adds storytelling elements your users can enjoy while they’re scrolling down the page. You’re taking your visitor on a narrative journey, with different layers unfolding at varying speeds. With this immersive storytelling approach, user engagement will be boosted because they get drawn into the website's narrative flow.
Another thing to remember is that enhanced parallax scrolling is likely to affect your page load speeds. It depends on the implementation of this element. Too much motion on the page often interferes with conversion goals. If you use this element, consider defining the exact purpose of adding it.
7. Background Fade and Video Integration
A strategic approach in web design effects is the implementation of background fade and video integrations which make use of video content for further engaging users. Providing product examples and customer stories inside of videos allows website owners to help create connections with their audience. With subtle fading, the visitor stays focused while also enjoying a real-world story.
Videos can be used to add style to a website. However, you can also launch a full video with a play button that is embedded directly into your site. Please consider the pro’s and con’s of each option before deciding.
8. SVG Animations and Interactivity
Scalable vector graphic (SVG) animation offers crisp visuals that can be scaled to almost any size. Users can experience the full effect of a website without compromising website performance and speed. SVG animations are made with carefully optimized file sizes that ensure they don't slow the site down.
Incorporating SVG animations also can respond to actions by the users. As an example, a user's mouse movements, scroll, or clicks might enjoy an engaging interaction that will keep their attention. SVG animations can add personality to a page, along with a small moment of delight to the page experience. Make this style of web design effect feel unique to your brand.
9. Cinemagraphs with a Purpose
Cinemagraphs are a combination of subtle motion with still photography. This powerful digital marketing tool can be used on websites to highlight product features or draw the visitor's attention to areas that include calls to action. The blend of motion and stillness provides an element that stands out against static content.
Marketers can use cinemagraphs or moving images to place focus on specific areas and reinforce a message. If you sell wristwatches, for example, you could show a close-up of a watch on a person’s wrist. Everything in the frame is stack except for the second hand of the watch, which smoothly and continuously moves. This type of cinemagraph as a web design effect will draw the visitor’s eye to the watch while emphasizing the craftsmanship of the product.
This practice makes a page more engaging, and it also increases the likelihood of a potential customer further exploring a product.
10. Responsive and Adaptive Typography
Typography that’s responsive or adaptive focuses on how text adapts across a variety of screen sizes and mobile devices such as smartphones or tablets. While this web design effect will include size adjustment, it’s also about the weight of the font and line spacing to ensure the reader has an optimal experience on whatever device they're using.
11. Microinteractions
Microinteractions are small but functional animations. Microinteractions can enhance the site user’s time on the site because they immediately give the user feedback.
Progress bars and toggle switches are two examples of microinteractions. Websites with microinteractions help users engage with a website because they turn mundane tasks into more enjoyable experiences.
12. 3D Visualizations
Using 3D visualization, website owners can offer an immersive experience to their users. These web design effects give users a more detailed way to explore products from every angle.
Suppose you’re buying a sofa online. One example of how 3D visualization is changing the shopping experience would be allowing potential shoppers to virtually place the couch into their living room using their smartphones or tablets.
With this tool, users can see how the couch fits into their home environment and even determine how well it will go with their other belongings. In addition to increasing sales, tools such as AR and 3D visualizations reduce the likelihood of returns.
13. Animated Page Transitions
Animated page transitions allow website visitors to navigate between pages using effects like fading, sliding, and even 3D flipping. These elements are visually appealing, but they also play a role in reducing how long it seems to take a page to load. This can be important because research shows that people are likely to abandon a slow-loading website.
Website owners can use animated page transitions to enhance how users experience a website. There needs to be a clear purpose for using these types of transitions. For instance, a professional corporate website might benefit from a smooth fade transition. Alternatively, someone displaying a creative portfolio might use a dynamic slide web design effect on their site.
Consider also the length of the transition, and keep user frustration in mind. If a user feels the content is taking too long to load, they may abandon the site.
14. Interactive Product Galleries
Interactive product galleries are useful for showcasing products customers can explore in detail. The gallery views allow a potential buyer to see products through various angles and zoom levels.
With a comprehensive view of the products, customers are more aware of what they're purchasing. This type of web design effect can bridge the gap between a brick-and-mortar store and an eCommerce website.
15. Glassmorphism
Glassmorphism is a term that refers to a background blurring on a website that creates the illusion of depth and layering. This element uses effects that resemble frosted glass that allow background images to shine through.
Website designers can use glassmorphism to add elegance to a website, but this element also makes UI elements stand out when the goal is a minimalist vibe. Carefully consider your purpose if you use this effect and keep accessible design in mind.
16. Creative Loading Animations (Preloaders)
Creative loading animations are more engaging than traditional loading bars. Unique loading animations can reflect a brand's personality while serving to make the time spent waiting for a feature to load more entertaining. These elements are useful for reducing the frustration that comes with waiting, but they can also be used to highlight brand identity.
If you use these animations, you can show the type of content that will load before it actually does. For example, website owners might use bars where text will be. This type of web design effect improves the visitor’s perception of load time, and it improves their overall experience with your site.
17. Interactive Backgrounds
With interactive backgrounds, the background of a website reacts to inputs by users. This can include movements by the mouse, clicks, or scrolling. Interactive backgrounds can include features such as color changes. Moreover, the level of interactivity makes a user's experience more enjoyable while providing a canvas for digital artistry.
For everyday development, this type of advanced and artistic web design effect may not be practical. If you use interactive backgrounds, be sure you have a specific reason for doing so.
18. Depth Effects with Shadows and Layers
Web designers can use layered elements alongside shadows to impart a 3D appearance on a flat screen. One use of these elements might be to emphasize promotional banners or product displays to make them pop against the backdrop of the page.
19. Gradients and Color Transitions
Gradients and color transitions can add depth and visual interest to a website, including in the interactive elements and background. Gradients present as a seamless color blend, while color transitions will signal changes or interactions like click effects, hovering, or page scroll. Incorporating these web design effects adds visual appeal that subtly guides a user through their interaction with the site.
Color transitions and gradients should be used intentionally if implemented by brands.
20. Custom Cursor Effects
Websites with custom cursor effects can be an interactive element for the user. With this web design effect, a cursor can change size or even shape based on its page position or user actions. Additionally, cursors might change colors or morph into different icons when users hover over clickable images.
Other Web Design Effect Considerations
Accessibility and Inclusive Design
As you implement any of these design elements, keep accessibility first and foremost. Ensure that your website and design practices meet both the ADA Compliance Guidelines and WCAG guidelines established by the Web Accessibility Initiative. With these guidelines, you can rest assured that people with varying abilities can easily navigate your website.
When you create a user-friendly and accessible website, you’re ensuring that everyone benefits from the site. For instance, web design effects add visual intrigue, implement them carefully to avoid accessibility hindrances. Take care to not create barriers that detract from the website’s usability.
Future Trends in Web Design
Emerging technologies—including virtual reality (VR) and augmented reality (AR)—will continue to change web interfaces. Both of these technologies will transform online shopping with immersive experiences, and users will have increasingly interactive ways of browsing and purchasing products.
Equally important, artificial intelligence (AI) and machine learning in designing websites and eCommerce stores will bring new levels of personalization. This will further assist in creating an intuitive and highly customized user experience.
A Final Word on Web Design Effects
You can’t overstate the impact of advanced web design when it comes to eCommerce stores. Effects can help eCommerce site owners increase sales while also giving you more customer engagement. We recommend reflecting on this list of effects to decide which ones will make a difference on your website. To take the next step in transforming your store, get in touch with Groove Commerce today for an eCommerce site consultation.