Top 6 'not-trends' for your website in 2015
11 NOV 17 13

What’s the opposite of a trend?

Posted by:Kishore Bhosle

Why do I ask? Well, as I sat down to draw up a list of the things that are going to prove most influential in web design in 2015 I got to thinking - ‘ I’ve mentioned most, if not all, of these things before in previous posts.

Now, by my reckoning that makes those recurring items something other than a trend – if by trend you mean ‘here today, gone tomorrow’.

At its core, website good practice is about catering for visitors needs and visitors’ needs rarely change overnight (or even in the space of a year). As much as we like to think of the digital world as fast moving it is more often the case of evolution not revolution.

You must of course, create a blog that is going to be able to draw the desired amount of traffic and achieve the results you want. You will have to put in some time researching the wants and needs of the intended target audience.

So what are my top 6 ‘not trends’ for the web in 2015?

Small and perfectly formed

Latest projections estimate mobile accounts for around 35% of e-Commerce sales in 2014.

The web in 2015 is all about personalisation and if your customers are spending more time on their mobiles you need to cater for them.

Tailoring the user experience and content to mobile devices is a great way to send positive signals to search engines and help feature more prominently for searches using specific devices.

Google’s advice for doing this is to provide mobile users not with a stripped down version of your desktop site but providing the same content but served up in a design tailored for mobiles. This is often called responsive design.

Location, Location, Location

With mobile popularity and engagement growing the fact that 1 in 5 searches being submitted to Google now relates to locality is a great opportunity for smaller businesses.

Your Responsive website offers a great experience but it’s important to focus on potential visitor behaviour and search terms.

This area of search is central to many large retailers’ ethos as highlighted with the acceptance of show-rooming recently.

Explore longer tail search terms and focus your content to potentially yield massive search benefits for your business.

Device Convergence

So, mobile is a given but what about your smart TV and how it affects web browsing? Not to mention browsing with dual monitors or consoles?

As the fight between our devices to gain our attention continues, web technology is crossing over to new devices with unique navigation and rendering tech powered with technologies such as HTML5. So much so the terms ‘hybrid-TV’ and ‘social TV’ have been coined.

W3C (the world wide web consortium) has been actively involved in the Web and television area working with the TV community to identify a set requirements for the open Web platform in general and HTML5 in particular and this is an area that will become ever more important in the near future.

It’s all about Google…isn’t it?

Google Glass, Android even Google Car Insurance - What do these products have in common? They all indicate that Google’s iron grip on search won’t last forever.

Assaults from Facebook, Bing, Yahoo etc. will take its toll and market share will evaporate. Who do Google see as their main competitor for search traffic? Somewhat surprisingly - Amazon.

Keep an ear to the ground using Analytics to learn how visitors are finding you and proactively use these channels to gain visits.

More ways to pay

Continuing the diversification trend is the number of ways that potential customers can pay for products online.

The days of a single checkout solution are gone with options including: Google Wallet, Apple Pay & Pay with Amazon all becoming more prominent.

A great way of getting around abandoned carts due to mundanely inputting credit card details, personally I can’t see past Amazon becoming the leader for payment options.

User Security

As we spend more time online and users become more confident broadcasting their personal and financial details the issue of trust is becoming more prevalent.

It’s well documented that online data is being collated and used in unscrupulous ways and the onus is on you to ensure that visitor data is secure.

Investing in an SSL certificate is a great way to encrypt visitor data and offer added peace of mind and visitor trust – and it isn’t expensive.

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