Many people start the new year by making lofty goals or resolutions and by predicting what lies ahead. I have come across countless blogs about design trends for 2017. What’s good? What’s bad? What’s in? What’s out? These lists can sometimes be helpful, but they got me thinking about a few trends that I would like to pack up and move out of 2017.
Let’s put an end to these trends:
- Excessively long scrolling pages. They just keep scrolling and scrolling, forcing the user to work really hard to find the information they are looking for. In our world full of people with short attention spans, why not utilize a more organized approach?
- Flat design. While it’s good to keep the user/viewer focused on the important elements, it doesn’t hurt to have a little dimension. Nowadays, adding some dimension will probably help stand out from all the flat designs. At least Google is addressing this with their Material Design approach.
- Scroll-jacking. What is this, you ask? Scroll-jacking basically means we replace native scrolling (what we’re used to) with targeted scrolling. So, when the user initiates a scroll, scroll-jacking takes them to an exact vertical point on the screen. This can really throw off your rhythm when looking at sites.
- Mega-menus. Is it really necessary to have such an information-crowded site?
- Native advertising. Crossing the line between ad content and editorial content can be dangerous. While I know this one really isn’t going away anytime soon, it begs the question of what can you trust anymore?
It’s official: the number of people searching on their mobile devices has surpassed those on desktops. This was not the case just a few years ago, and while it may seem insignificant to some, it’s critical to acknowledge how this behavior affects a company’s marketing, communications, and e-commerce decisions.
The mobile statistics for a marketing campaign are staggering:
- 50% of visitors will leave if a site is not mobile-friendly
- An average adult spends 11% more time on mobile devices than desktops
- 55% of all searches come from a mobile device
- The results that Google shows on Page 1 are 75% from mobile-friendly sites
- 57% of mobile users will leave a site that takes more than 3 seconds to load
That last point is confirmed every time I’m around a millennial. If the results aren’t immediate, their attention span isn’t either.
As business owners, why should we care about these statistics? We’re no longer in a time where the latest technology is “nice to have.” Rather, it is essential to stay current and produce marketing content that is relevant, easy to use and optimized across all devices. Mobile users now expect an optimized web experience on their tablets, phones, laptops and, yes, even watches.
If your website is not mobile-friendly, Google now automatically lowers it in search engine results. In fact, Google announced in March that it was rolling out an update to mobile search results that would increase the effect of its mobile-friendly ranking signal. Google’s goal was to “help our users find even more pages that are relevant and mobile-friendly.” In other words, if your website is not optimized for mobile devices, it is likely not to be found in search results.
We can make sure your clients, donors, patients, and customers have a positive online experience. At Photonics we will set up a free consultation to review your website anytime.