One of the most effective ways
for Web designers to help meet
a company's goals and achieve the
digital success they so desire, is by
elements on their website designs
that propel users forward through
the sales/lead funnel.
It is, after all, one of the only ways that
designers can directly influence conversions
which clearly plays a direct
role in an enterprises’ success.
Let’s take a look at some of those envelope-
pushing, mind-blowing, facemelting
Web design techniques and
tactics that are helping Web pros across
various industries drive customers to
take decisive, positive action.
“Floating (or fixed) navigation is a
great way to ensure the user can move
freely throughout the site at any time,” said Josh
Farkas, the founder of Cubicle Ninjas.
A floating navigational menu (see image A) rests
along the top (or bottom) of a website. Since it’s in a
fixed position however, it will move up or down as the
user scrolls. Floating navigation bars are particularly
useful on sites heavy with content or with multiple
conversion paths, because they keep users from constantly
having to scroll to the top or bottom of the page
to access links to other key sections of the website.
“The best website navigation designs that I have seen
include the use of large-scale, full-page width content
panels with oversized photography that include
the Web designer at SWC Technology Partners.
“Large thumbnail images and full-scale photography
effortlessly showcase content and provide a unique interactive
Designers are increasingly turning to images as a
means to funnel users to different sections of a website.
While this strategy can require immense creative
effort, being conscious of the visual nature of the modern
user experience may pay big dividends to a company’s
“Right now, I’m really interested in the HTML5 parallax-
scrolling design, which provides a unique experience
for the user by guiding them visually through the
[page’s] content,” said Stephen McQuaide, the manager
of earned media at The Search Agency and former
Web designer. “This is not your traditional navigation,
but it is a way to navigate the user through your content
and create a story.”
Parallax scrolling (see images B and C) is when the
different layers of a Web page move across the screen at
different speeds as the user scrolls. This allows developers
to contain an immersive experience on a single vertical
or horizontal page, as sectional transitions take the
place of scrolling. You can read more about getting started
with parallax scrolling online at wsm.co/getparallax.
“Drop-down menus in navigation bars can enhance the
user experience,” said Jessica Ivins, the senior UX specialist at AWeber. “They appear quickly, allowing
easy access to sub-categories within a menu. When
used in the right context, they can reduce the time it
takes for a visitor to navigate [a site].”
These menus-within-a-menu provide additional
navigation options when a website visitor clicks or hovers
over an item within the primary and immediately
visible navigation menu. Using drop-down menus
helps designers not just make navigating a website
easier for users, but also de-clutter both pages and
menus. It’s even useful, as you might imagine, as a means
to provide a hierarchy of information (see image D).
However, drop-down menus can become problematic
if designers rely too heavily on them.
“Drop downs work best as an enhancement to a
standards-compliant and functional navigation menu,”
said Ivins. “If a navigation menu functions across all
devices, contains appropriate labels and looks beautiful,
it will achieve its intended goal for end-users. The
menu shouldn’t depend upon the drop down.”
K.I.S.S. (Keep It Simple, Stupid)
“Effective navigation bars follow the ‘less-is-more’ paradigm
and include links to only the most essential
pages within the website,” said Avraham Cohn the
founder and CEO of Digital Development Consulting.
“This minimalist look not only looks cleaner, but also
reduces the anxiety of the viewers as they navigate
through the site and, thus, improves conversions.”
A minimalist website design presents a multitude
of benefits for both site owners and their
users. It dramatically simplifies navigation (making
it easier to direct visitors to those areas of a site
that will inspire conversions) and increases the
speed and performance of a website, particularly
on mobile devices, in addition to making the content
easier to read and follow. Plus, the more minimal
a site’s design is, the better it is at accentuating
calls-to-action and letting users know what they
should do on a site.
“I’m annoyed when websites don’t have a clear
call-to-action,” said Jeff Blettner, a Web designer at
Formstack. “Every site has a purpose and, therefore,
should have a call-to-action that should be
stated clearly on the homepage, front and center.
will result in scattered
Learn to Adapt
A strong, well-conceived
should naturally utilize
the best available
to help direct users to
specific aspects of the site and inspire
them to convert using thoughtful routing tactics and
easy-to-understand calls-to-action. As the Web continues
to evolve, designers will have to work harder to
come up with new ways to help users navigate their
websites. Fortunately, there are plenty of creative ways
to do that already, and the best part is that innovation
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