Digital Design has become a focus of every eCommerce site, but what exactly makes a user drawn to visit a website? Sites live and die based on their design but functionality and product selection play a major role in a site’s success too. Increasing site visitors opens more opportunities for conversion. And with the right UI and UX designs, customers will react favorably to your website and in turn, your conversion rates will multiply.

So, what are the top design trends that lead to conversion? In today’s article, we will talk about 5 innovative design trends and show how they will vastly improve your website design.


Conversion is the process of transforming site visitors into lifelong customers.   The conversion rate is tied to the percentage of site users that turn into sales and shows the ratio of visitors versus sales completed. Maximizing conversions maximizes sales which is why it is so important. Reducing “friction” is what increases sales and that’s what improving the design of a site does.  Implementing some top UI design trends will open your site to achieving an improved conversion rate by reducing buyer friction throughout the entire shopping experience on your site. Trellis has published the eCommerce Customer Lifecycle and this portion completely covers conversions and lists even more tips and tricks leading you to optimization.


UI (User Interface) Design is the look, feel interactivity and presentation of your product and or website.  A strong UI Design takes product information and turns it into a visually pleasing, coherent, responsive and easy to navigate experience for users. Expert designers from CareerFoundry tell us “UI design considers the look, feel, and interactivity of the product. It’s all about making sure that the user interface of a product is as intuitive as possible, and that means carefully considering each and every visual, interactive element the user might encounter. A UI designer will think about icons and buttons, typography and color schemes, spacing, imagery, and responsive design.” Paying mind to the UI design of your site is a critical step in succeeding in your eCommerce journey.

Color Schemes

Consumers are always looking for something new that catches their eyes. The new era in design and tech is represented by bright, vibrant, and overly saturated colors. Other popular color schemes include surrealism, pre-posthumanism, and gradients which each have their respective characteristics and feel.

Color schemes that complement each other and stand out are an absolute plus for design conversion. Bright, Bold and Vibrant schemes are something to look out for in the new decade. Colors play a major role when it comes to user engagement. It is easier for customers to relate to the brand right away if the site color palette has vivid and lively colors. Colors can be powerful, create emotion and capture our attention. Making good first impressions is critical in eCommerce and when you visit a webpage, the first thing users look at is the overall aesthetic of the site. 

A popular color scheme is gradients or the blending from one color to another. From gradient backgrounds to gradient buttons, they give that simplistic and clean look that makes a webpage easy to navigate and interact with.

Typography Design

Typography Design is the art and technique of arranging type to make written language legible and appealing when displayed.  Text that stands out is just as important as colors that pop, so having well-designed typography that represents your company is critical for conversions. When making your typography decisions pay attention to font selection, text size, leading, tracking & kerning, measure, and hierarchy/scale.  You’ll notice more and more sites are using BIG text to introduce titles and headlines. If the typography stands out, so will your brand. 

Making sure the user easily can read the text on your website will increase the chances of purchase and returning for another sale down the line. People like to read text that is not only attractive and easy to follow but that is well organized. Use bullet points or larger bolded titles, and smaller bolded subtext to separate text sections and highlight the important stuff. Your typography design doesn’t need to be super complex, but rather should be clean, easy to read, and memorable so users will visit your site and return ver and over again.

Contextual Photography

Contextual Photography is an image that captures more than just the subject allowing for a more complete picture to be painted. According to Maria Hakansson, from Viktoria Institute, “Information about the physical context is gathered from various sensors and visually affects pictures as they are taken. The context camera therefore not only takes pictures of the visual scenery but also of invisible things in its surroundings – such as sound and movement – in real-time.” Including images that connect the brand with a sensory emotion or feeling such as touch, sight or smell can differentiate your website from the competition.

For example, if you’re a shampoo brand rolling out a new line of “Cold Pressed Oil” products, you may want to incorporate images showing colorful oil pours into different fruits representing each scent. This induces emotion because the user can smell and visualize the shampoo by looking at the image and connecting it with fruity attributes.  


Masking is a tool that hides certain areas of an image while revealing some areas. Masking gives a mysterious look by revealing only a piece of an image. Think of it this way, when you wear a mask, your eyes peek through and are visible. Masking allows an image to peek through another image or object. It’s popular in UI Design because It has a contemporary look that makes a site look clean yet abstract at the same time. Many sites and ads have masked text usually in their banner images on their homepages. 

Users are drawn to masking because of its camouflaged transformation effect which is the transition of the image into the content on the site. These images can help make your page pop while conveying deep imagery about your brand and its mission. Most masking examples are found on front pages, titles, and header sections. 


Many websites today use videos for web banners, tutorials and social media ads. This also includes short videos, gifs and animations. Videos make it easier to explain a site’s business, services or products. According to Forbes, most marketing respondents prefer video over other media mediums which is shown below.

The reason video is so impactful is because it touches upon four elements that draw in humans naturally. Faces, body language, movement, and voices comprise the four elements. It’s been in our DNA since the beginning of time to pay close attention to these elements. They help us understand and read people. The average person will stay on a site for no more than six seconds and Comscore Statistics tells us that videos keep users engaged for an additional two minutes and are 64% more likely to purchase something while shopping online.

Videos can boost conversion because they fill in the blanks and answer questions that the user might have had while reading bland text. Videos are shareable allowing for greater opportunity to create brand awareness. Videos are an incredibly impactful UI tool and should be included with any site focused on conversions.


Well-Thought-Out website design is necessary for any brand interested in increasing their conversions. These UI design trends are rising amongst top designers across the world and incorporating them into your site will provide successful results.  Color schemes, masking, typography, and creative videos are some of the best elements to include on your site and will bring in the best results! Keep reading our blogs to find out the Top UX Design trends for 2020! Stay Tuned!

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