2023 Web Trends
3 web trends perfect for enhancing the consumer experience in 2023
Turn this year's web trend into workable website goals that capture consumer attention.
of shoppers research or browse before making a purchase, using online sources to make an informed purchase (Google/Ipsos Nov 2022). Does your website meet this need? If not, it should…
Consumers in 2023 are all about informed decision-making. How often would you buy something without reading reviews or checking the price point online? How you shop is changing, led less by brands and more by community. If the website you’re visiting doesn’t grab you in the ‘discovery’ phase of your buying journey, it’s missing a trick.
When users Google products or services – nine in ten do for help with their shopping – they often use websites on the first page as a comparison tool. As they flick between sites to compare and evaluate information, a site that is aligned with current web trends is more likely to encourage a return visit and, ultimately, a purchase. But what elements should you think about factoring into your web design? Here are three key considerations for converting 2023 web trends into workable web goals.
Design elements that capture the imagination
The Y2K aesthetic, organic shapes, overlapping text and custom typefaces should be your go-to design considerations for 2023 web users. But all these elements can be made more effective with the clever use of animation and movement. Websites that move in a subtle, intuitive and interactive way are far more likely to grab and hold a user’s attention than static sites. Check out this super-engaging cursor on the Pest Stop Boys site by Herdl. If you’re going for a Y2K vibe, movement that feels tailored to your user will stop your design from looking like it’s stuck in the past.
A note of caution when applying on-trend images and fonts, however. Make sure they work throughout your marketing materials, not just on-screen with integrated movement. Does that custom font look as good in presentations and brochures? Or is it a step too far? And, importantly, will your website look dated in a few years’ time? Most of our clients prefer a timeless look because they’re not looking to rebuild after three or four years. When introducing trend-led elements, it’s sometimes better to introduce subtle nods to them rather than go all out.
Content that’s accurate and informative
When creating copy think accurate and informative – but that gets straight to the point. 2023 users want good info quickly. Nearly 60 per cent of all online searches are now carried out on a mobile device (Webmaster/Hitwise). Users digest information in supermarkets, in car parks and on trains. Make it easy for them to quickly get to what they need with strong headers, bite-size info and summary bullet points. Linked to this, under no circumstances make the user journey difficult. If your customer is in the research phase of their journey (and flicking between websites), they'll move on if you make it hard for them.
Creating consistency across all landing pages helps to make your content a trusted source for consumers. If they know they can find the information they need, they’ll return time after time. Couple this with great customer service through the whole buying and returns cycle, encouraging conversions. This course page, for example, contains a course overview in written and video formats, with a bullet point list of key info and further information tucked neatly away in a dropdown menu.
Performance for ranking and collaborative success
Website performance is arguably less of a trend and more something you should start as your No.1 best practice habit for 2023. You should take it seriously if you want to come up in search. Google is said to prioritise speed as a ranking factor in search results; therefore, it makes sense to consider performance from your first design concept to your final solution.
If the pages on your site take longer than 0-4 seconds to load, your conversion rate drops significantly (Hubspot). So, when you have 4 seconds or less to make an impact on your buyer, focusing on performance is a must.
While performance might not be the sexiest topic to consider, it certainly has the most longevity. By considering it carefully, you’re setting your website up for better long-term success. Given a set of parameters in which to operate, back-end users can easily follow guidelines that ensure the content they’re adding does not slow your site down. We use Gutenberg editor in WordPress; you can read more about that here.
If you’d like more advice on incorporating 2023 web trends into your web design and build, please don’t hesitate to get in touch for more info. Or, if you’d like to get a feel for other projects we’ve worked on, visit our work page to view our case studies.