Website User Experience Trends 2019

Analytics, eCommerce, ECRM, Instagram, Online Advertising, SEO, UX, Website

By Leon Merse on 07/30/2019

We are happy to present you the most significant Website User Experience Trends !

Below please find the most influential social media marketing trends. For each article, our team of Digital Marketing experts left recommendations supporting you to make better decisions in this fast moving world:

 

OCTOBER 2019

UX, SEO & CONTENT: BREAK DOWN THE SILOS


Key insights:
Martech addresses the issue of a “siloed system”, where marketing teams of SEO, UX Design and Content Marketing often have too little communication and touch points with each other. However, a healthy and balanced cooperation can be very fruitful. Better collaboration should start with a holistic analysis of competitor’s websites: here SEO teams can provide a solid data driven analysis to inform their UX and Content colleagues. Other use cases for interdisciplinary collaboration are Sitemaps (the content map of a website) and Content Strategies where tone of voice, user experience and search relevant keywords should be synchronized.

 

Website User Experience Trends show that maintaining silos in marketing won’t work anymore.

Why you should care:
By reducing those silos, your marketing department will work more efficiently. Take the example of user research, traditionally a UX Design domain. While UX Designers conduct ethnographic user research, SEO experts will also uncover consumer needs through a holistic keyword analysis. Fusing these insights and research methods will help to understand your users better and lead to a greatly improved User Experience.
[learn more]

 

OCTOBER 2019

WHY “MOBILE-FIRST” IS SO MUCH MORE THAN A BUZZWORD


Key insights:
T3N describes the 3 most important aspects of  good mobile UX:
1) Handling: Obviously, the content has to be designed for mobile screens, so that users do not have to scroll much. Elements popping up via touch should be positioned with enough space between each other to avoid unintended clicks. Finally, key functions leading to direct interactions (e.g. search bars) should be made even more visible and present compared to your website’s desktop version.
2) Navigation: Navigation bars in 2019 are expected to be “sticky”, meaning that they don’t vanish as soon as users scroll down – this applies for both desktop and mobile. T3N additionally recommends to position navigation bars on the bottom of the screen. This helps users to reach them easily with their thumb.
3) Content: Your content pieces should be rank ordered based on importance, which helps users to attain their desired information as fast as possible. Additionally, text can and should often be replaced by icons. Last but not least, videos and pictures should be used frequently. Make sure that their filesize is compressed though, as page-load speed should always be a priority.

Why you should care:
If you want to continuously rank on Google, you’ll need a well performing mobile page. The underlying statistics are crystal clear: more than 50% (in some markets even 70–80%) of today’s internet traffic is generated on mobile devices. Therefore, is important to start conceptualizing your websites based on the small screen format instead of simply adapting from desktop. A high quality mobile website can only be assured by thinking mobile first.
[learn more] (German article)

 

OCTOBER 2019

TIME TO UPGRADE YOUR WEBSITE FOR THE ELDERLY


Key insights:
Marketingland analyzed the internet penetration per age-group and identified an interesting trend: the age group of 65+ shows an enormous growth rate of 371%, comparing data from 2000 (14%) to 2018 (66%). In the same course they linked a statistic pointing out that by 2035, people older than 65 will be the largest age group in the US population.
Consequently, the article provides a number of tips & tricks on how to upgrade your website for older audiences, ranging from visual optimization (e.g. fonts, spacing) to audio support (e.g. video captions) or cognitive insights (e.g. design simplifications).

Why you should care:
As the internet population ages we have to re-evaluate our UX design efforts. The term “User Experience Design” is often associated with young users (“digital natives”), cool design trends and innovative interfaces. However, per definition the goal of UX Design is to create products that are useful and easy to use – ideally for all age groups.
We thus recommend to keep an eye on designing your digital products (e.g. websites) both visually pleasing and cognitively simple as well as intuitive.
[learn more]

 

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JULY 2019

GIVE VOICE TO YOUR BRAND TO ESTABLISH CUSTOMER LOYALTY!


Smart-speakers are steeply growing (+60% in 2018 vs 17) and brands are in demand to keep track with the latest developments. Modern marketing will have to go beyond purely visual content and take the importance of proper voice-branding into account. This includes suiting background music as well as establishing a familiar voice + sound design among your voice ads.

 

Nowadays, customers recognize more than mere visual content. Good voice marketing will keep you up-to-date with current website customer experience trends.

Our opinion: Plan a voice-branding strategy
Google reported that 20% of all queries on its mobile app and on android devices are done via voice search already in 2016 ! Some experts project that in 2020 half of all searches will be voice searches. That shows the trend towards this very user friendly way of searching. We therefore advise to start optimizing your websites for voice readability and gather experience with voice branding while the market is still nascent.
[learn more] (German article)

 

FEBRUARY 2019

GOOGLE ROLLS OUT WEB-BASED AMP STORIES


Google finally follows the trend of “stories” by offering its AMP stories. The main advantage over Instagram and Snapchat: Google’s format is web-based and therefore not bound to any app. Furthermore, any enriching element (Sound, Video, Images, Motion Graphics, Text) can be integrated to offer users a proper full-screen experience. AMP stories can be monetized which should give further incentives to marketers. The main catch: the creation is comparably complex: publishers need knowledge in HTML, CSS and Java.

Our recommendation: Evaluate AMP for your brand and website.
Since users empirically strive for new formats of content, it remains questionable how long the trend of stories will last. Nevertheless, web-based stories could offer a fresh and attractive format.
[learn more]

 

OCTOBER 2018

USER EASILY DETECT CONTENT MARKETING PLACEMENTS…BUT FIND THEM USEFUL


According to a survey by Clutch, 60% of people were able to to identify content marketing. They recognized it mainly due to: Links to a company’s website, the author’s employment at the company (explained in the bio) or the text discussing the product. Nonetheless, 67% see the content as valuable, and even 39% felt driven to buy the product, after consuming content marketing.

Our assessment: Use content marketing. The study shows that content marketing is one of the few forms of advertising that is still accepted by users. Hence, we recommend using this type of content to gain reach and to support one’s brand positioning. To help you produce good content for this, we have attached some useful tips here.
[learn more]

 

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SEPTEMBER 2018

CHATBOTS AS CRUCIAL COMPONENT OF USER EXPERIENCE


According to eMarketer, 63% of users are more likely to return to a website if it offers a live chat. Chatbots constitute an attractive opportunity to meet this need while also driving sales. The reason for this is that they can increase conversion by explaining products in greater detail to interested users and can drive cross-sales through recommending suitable products. Hence, integrating a chatbot will not only make the brand appear more approachable but may also boost sales.

Roboter mit kleinem Mädchen.

Chatbots are contributing significantly to more automization in marketing.

Our assessmentEvaluate chatbot for website. The wide usage of Chatbots in many industries will likely make them a standard customer requirement soon. Especially for products and service which require explanation, they can resolve the problem of overly text-intensive pages and discretely drive cross-sales.
[learn more]



We hope this proves helpful to you and your team!

Best digital regards,

Watersky Digital Signature